MAM
TVCs more effective than product placement in TV shows in the US: Study
MUMBAI: While product placement in television shows is growing in the US a new study has found that TVCs are still more effective in influencing consumer behaviour. The conventional medium of television advertising is very much alive.
According to a recent study by single-source provider of custom business research services Find/SVP, more than half of the consumers surveyed (52 per cent) said that they would be much more or somewhat more likely to purchase a product seen in a commercial versus one featured in a product placement (23 per cent).
Subliminal effects notwithstanding, the study also found less than one in four Americans believe that a product seen in a show would motivate them to purchase.
Relatively speaking nine per cent of consumers surveyed said brand cameos during programs would actually make them much or somewhat less likely to
purchase the product compared to advertising at 6 percent. Find/SVP’s study asked 1,000 consumers in August 2005 a range of questions online to determine
their opinions on traditional TV advertising compared to branded entertainment or product placement.
Find/SVP VP marketing Frank Dudley said, “Even with the exponential growth of spending on branded entertainment, traditional TV commercials are still having an impact on consumers. These findings
speak to consumers’ familiarity with the traditional advertisement. However, using branded entertainment within a fully-integrated marketing campaign has the potential to deliver the measurable results marketers’ desire.”
The study revealed a disconnect with some consumers regarding the intent of all TV marketing practices. Assuming all things equal, when consumers were asked the primary objective of various marketing activities, fewer than half (43 per cent) agreed completely that a scene in a show featuring someone using a product was an attempt to influence purchase. Not surprisingly, 73 per cent of consumers surveyed said that the primary objective of TVCs was to influence purchase.
TV commercials were more acceptable across all types of programming for consumers. When asked within what type of TV show is most acceptable for
them to be exposed to such marketing practices, more than half of the respondents accepted TV commercials for each genre including dramas, sitcoms, talk shows and reality shows. However, consumers surveyed were much more likely to accept product placement in scripted shows (36 per cent in dramas, 47 per cent in sitcoms) than reality shows (25 per cent).
Dudley adds, “Innovative marketing strategies will continue to impact and influence consumer purchasing behavior. Product integration in all forms of entertainment will continue to see success, but this new study proves that the television commercial is not dead.”
Consumers surveyed were asked to recall the well-publicised car giveaway on The Oprah Winfrey Show earlier this year. Supporting the findings cited above, only one in three (36 per cent) actually recalled seeing the episode, and 44 percent of those who saw the show recalled the car she gave away a Pontiac. Not surprising of the males who saw the show 51 per cent recalled the car, and of the females who saw the show 40 per cent recalled the car.
MAM
Huella Services appoints Pankajj Rai as vice president – Ad sales
Media veteran with 18 years experience to lead monetisation and partnerships.
MUMBAI: When the ad game gets smarter, companies often look for someone who knows how to sell the story behind the screen. Huella Services has appointed Pankajj Rai as vice president for Ad sales, a move aimed at strengthening the company’s advertising and monetisation strategy as it expands its technology-led media offerings.
Rai brings over 18 years of experience across broadcast and digital media and will oversee monetisation initiatives for Newsroom AI, while also helping shape Huella’s next phase of development in interactive and AI-led advertising solutions.
Based in Delhi NCR, he will work closely with the founders and leadership team to align product capabilities with market needs, while driving partner development and go-to-market strategies for the company’s advertising platforms.
Rai’s career spans senior roles across some of India’s prominent media organisations. Before joining Huella, he served as business head for Wion and Zee Business at Zee Media Corporation. Earlier, he was national sales head at QYOU Media, where he led commercial partnerships and advertising growth.
His experience also includes managing commercial operations for major television brands such as Zee TV, Zee Cinema and Zee Bollywood, with responsibilities spanning North and East India.
Commenting on the appointment, Huella, co-founder and CEO Prrincey Roy said the company is strengthening its leadership team as it prepares for the next phase of growth.
“We’re thrilled to welcome Pankajj at a time when Huella is expanding both its portfolio and ambition. His depth of experience and strategic lens make him an invaluable addition as we build not just better products, but better outcomes for our partners and brands,” Roy said.
Huella Services is currently building technology driven advertising platforms that integrate AI powered content ecosystems with brand engagement, reflecting a broader shift in the media industry towards data driven and interactive advertising formats.
With Rai now leading ad sales and monetisation, the company aims to deepen relationships with advertisers while scaling its AI driven media products in an increasingly competitive digital advertising landscape.
