This month (September) marks the 3rd anniversary of ITV’s deal with Repucom to provide valuation services for product placement; working on household favourite programmes in the UK such as Emmerdale and The X Factor. The service itself analyses and reports on the exposure and media value the brands achieve in the shows.
ITV have been at the forefront of product placement since the ban was lifted in the UK in 2011.
Their placement of Nescafé Dolce Gusto in This Morning meant ITV were the first broadcaster to use live product placement in the UK. Its innovative partnerships have worked for brands such as Samsung, Nationwide, Skype and many others.
Product placement is a key marketing channel that raises brand awareness amongst engaged audiences and has the ability to educate viewers through usage and dialogue. The results of effective product placement can help brands increase consideration and change perceptions of their products and services.
Katherine Marlow, Senior Product Placement and Branded Content Manager at ITV commented: “Working with Repucom, we are able to track and value the exposure that brands achieve ensuring our partners receive the best possible returns. Our long standing partnership with Repucom has allowed us to gain greater insight into this exciting medium and further enhance our strategies.”
Spencer Nolan, Head of Consulting at Repucom UK&I added: “We are very proud of the relationship we have with ITV. This as an important partnership with one of the industry leaders in this area and we look forward to continuing to deliver insights into how product placement and brand integration are created, managed and measured.”
As a world leader in full-service brand analysis and research, Repucom continues to provide an unparalleled level of transparency and accuracy from a single, independent source. Using an extensive and ever-growing bank of domestic and international exposure data it also supplies crucial insight into the effectiveness of branded content.
–ENDS–