Nielsen Launches Product Placement Measure

Nielsen has launched what it describes as the industry's first standardized method for measurement of product and brand placements in programs, across screens and devices.

The new tool, 'Branded Integration Intel', aims to capture, measure and evaluate brand exposures, uncovering insights into how campaigns across devices over linear TV, SVOD and short-form video compare to traditional TV advertising. Each exposure is analysed on factors such as size, location, duration, brand hits and impact; and the tool will then evaluate and 'score' the resonance of the exposures at both individual and aggregate levels. For example, the tool might work out the marketing impact of a sitcom cast member drinking a soft-drink with only a partial logo visible on the bottle, and score this impact alongside an integration of a car in the background of a scene from a streaming series.

Renee Plato (pictured), SVP, Media Solutions and Innovation, comments: 'On-screen branded integrations represent a unique opportunity for media owners and marketers alike to cut through the clutter and we are seeing brands take advantage of this relatively untapped inventory. Nielsen's Branded Integration Intel offers media owners a monetizable revenue stream and gives brands a chance to reach their best consumer, build brand loyalty and drive ROI'.

Web site: www.nielsen.com .