NEWS7 February 2018

Nielsen launches product placement measurement tool

Data analytics Leisure & Arts Media News North America Technology

US – Nielsen has launched a metric for the capture and measurement of product placement across screens and devices.

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The Branded Integration Intel will help marketers to standardise the way in which product and brand integrations are measured across platforms, according to Nielsen.

It will provide insights on how product placements compare to traditional TV advertising, allowing for qualitative comparisons across devices, integration and content over linear TV, subscription-based video on demand (SVOD) and short-form video.

Renee Plato, senior vice-president of media solutions and innovation at Nielsen, said: “On-screen branded integrations represent a unique opportunity for media owners and marketers and we are seeing brands take advantage of this relatively untapped inventory. Nielsen’s Branded Integration Intel offers media owners a monetisable revenue stream and gives brands a chance to reach their best consumer, build brand loyalty and drive ROI.”