In 2011, during my time at the University of California Los Angeles (UCLA), an idea was born.
Although Product Placement is already successfully used since the first Lumière films in the 1890s, its handling at the management level has been never really further developed. However, especially there is still great mistrust of such marketing tactics. Why should you spend money, to be only casually mentioned somewhere in a specific movie? Of course, the reach is important. But again, the question remains, what effect does this specific plan really have on business side? At the latest when unexpectedly criticism and negative mood raise, because the advertising campaign arrived apparently not that good, management usually evaluates the experiment as failed. Product Placement will be most generally classified as non-functional and the marketing department will be cursed.
One should make the whole thing more tangible and easier to measure, since the potential is definitely there!
Starting the Research
In the following months and years, this idea has been steadily enhanced, in large parts discarded again, just to redesign and optimize. Countless thousands of pages have been read through and own large-scale scientific studies and investigations have been executed. It soon became clear that so far, even proven experts haven’t been able to solve this problem. This is about the complexity of product placement, but also of human behavior.
Noticeable has been also the fact that although there are many experts out there on the subject of Product Placement in general, only a very few deal with the advertising effect on the consumer. Also, most opinions and insights were well out of date. Especially in recent years, brain research has evolved immensely. So far, over and over again repeated convictions have proven to be simply wrong.
There are many studies and results on many areas relating to Product Placement, Native Advertising or Branded Entertainment – psychological effects, biological perception possibilities, neuro-psychological mechanisms of action and so on. However, there is not a single investigation, person or company that is able to evaluate a product placement with regard to its actual marketing effects comprehensively and at the same time reasonably valid.
Thus, all these partial findings were evaluated with regard to their actual significance, the stable effects were identified and connected to each other. This way, a predictive model for the advertising effects of Product Placement and similar tactics was developed.
With well over 500 scientific research papers, more than 100 identified key parameters and over 600 interdependencies taken into account, this calculation can no longer be solved by simple observation and mental arithmetic.
That’s why we build Placedise!
A software that is able to predict the advertising effects of Product Placement, Branded Entertainment and all comparable advertising tactics and to compare different variations of each other.
This software is now available for everyone!
Thus, after more than 100 years, it is finally possible to measure the potential success of these marketing tactics, to work with clear numbers at management level and to optimize the success of the corresponding company.
We wish you a great pleasure with Placedise!
In this blog, we will also post more information about the background of Placedise and all topics, connected to our services.