Channel 4 and BDRC Continental won the MRS Advertising & Media Research Award for their innovative approach to measuring the impact of product placement. In this presentation they will share how the research had a demonstrable impact on the broadcaster’s offering in 2013 and helped increase revenue by 90% compared to 2012.
Product placement is very different from more traditional advertising and sponsorship formats in that it works on a far more implicit level. Consequently, traditional methodologies that rely on explicit recall are inappropriate to evaluate its effectiveness.
Channel 4 invited numerous research agencies to propose a new approach. In response, BDRC Continental developed Playsment, using gamification to assess the impact of seven campaigns.
Time: 6.00pm for a 6.30pm start
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