We worked on a study with Kantar, implementing in-content ads for top advertisers. The study, which looked at multiple campaigns, found that adding virtual product placement made the advertiser’s commercials more effective.
Some of the reasons for the effectiveness of virtual product placement make common sense. More viewers see product placements because they tend to tune out, change the channel or click on the “skip ads” button when a commercial break begins.
Kantar found that in content ads deliver a 22% to 49% audience gain compared to commercial breaks, depending on the product and the market.
Read more about our study with Kantar on Next TV.