Street cred comes from certain actors or even demographics – a Millennial using a Surface and not a Mac! Drilling down there are different metrics to measure effectiveness, recall, attitude change, purchase intention, negative effects, congruence (how used), character attractiveness, prominence, involvement, and then multiply that by demographic groups.īack in January 2014, I wrote a piece titled ‘Microsoft is on the ascent – its cool to be a nerd’ and it was not so much about Microsoft as it was about movie and TV show product placement – which, by the way, many tech companies do. The result is that 78% of marketers feel that the effectiveness of TV advertising is declining.Īccording to Concave, however, it is not just about screen time but about how the product is used – does it add to the story line? For example, using an 84” Microsoft Surface Hub to solve a dilemma (House of Cards), or hooking up a Microsoft Lumia to control a runaway train (Scorpion) adds, even more, credibility. Why? According to the New York Film Academy because 66% of live/streaming TV viewers now skip/block/ignore advertisements and this increases to 90% when downloading shows for later watching. Of course there are many other brands and many other movies/TV shows/music videos/publications where Apple, Dell, Lenovo, Microsoft, Samsung, HP, Polycom, Avaya, Ray-Ban, Oakley, FedEx, Mercedes, Mini, Ford, Dodge, Cadillac, VW, Harley Davidson, Fiji Water, Coke, Pepsi, McDonalds, Burger King, Starbucks and many more regularly pay handsomely to share screen time.īrand placement – also called embedded marketing or advertaiment - will only become greater as it is such a credible outlet. It also had more than past Marvel movies such as GUARDIANS OF THE GALAXY (2014), THOR (2011), IRON MAN 3 (2013), IRON MAN (2008) and MARVEL’S THE AVENGERS (2012). BBK Group owns OPPO and VIVO and globally these relatively new and unknown brands have shocked the smartphone world by becoming number four and five by market share of units shipped.Īccording to Concave Brand Tracking, Captain America – Civil War had 18% more Brand visibility than its 2014 predecessor CAPTAIN AMERICA: THE WINTER SOLDIER. VIVO’s X5Pro also made a guest appearance in The Martian last year.
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