General Mills brand integrations increase sales in study



“New advances in measurement have revealed the tangible impact of product placement programs on critical business outcomes, such as increased sales, against the consumer groups that run our businesses and brands,” says Mikhala Nelson, head of entertainment partnerships at General Mills. The company will stick to product placements because they “leave lasting impressions of our brands with consumers,” she said.

Measuring the sales impact of brand integrations has been more difficult than with traditional 30-second spots, says Erin Schmidt, director of product placement at BEN (an acronym derived from Branded Entertainment Network). But she thinks the 605 data shows that brand integrations can work at least as well as ads.

One of the issues that makes it difficult to measure the impact of brand integrations, even in linear TV programming, is that the effect can last for months or years into the future, as integrations keep appearing in the future. rehearsal, streaming and time-delayed DVRs. This measurement challenge is even greater for pure streaming content, where any ROI analysis will inevitably miss a long-term impact.

This is why a simple analysis of the increase in sales based on the timing of brand placements, for example using a marketing mix model, is not as effective as measuring the impact in the time among millions of smart TV and set-top box users in the 605 panel. Kristin Dolan, founder and CEO of 605, says the company has also been able to measure the impact on several performance metrics, including web traffic and retail visits, in addition to sales.

The advantage of streaming integrations, beyond linear television, “is that you have that long tail of audience impact, so there are so many opportunities that come out of it. [an appearance] inside the content, ”says Schmidt.

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