Case Study - ROI for Brand Integration/Product Placement in a Music Video by Sean Paul
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Case Study - ROI for Brand Integration/Product Placement in a Music Video by Sean Paul

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A case study demonstrating the potential ROI for a brand invested in product placement. The entertainment content is a music video by Sean Paul.

A case study demonstrating the potential ROI for a brand invested in product placement. The entertainment content is a music video by Sean Paul.

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  • 1. ROI Case Study Brand Integration Music VideoHOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM
  • 2. Music Video Brand Integration Sean Paul “She Doesn’t Mind” “She Doesn’t Mind” music video was filmed in November 2011. Two brands integrated in the video included Remy Martin VSOP Cognac and Royal Purple Motor Oil. Both brands received at least 8 seconds of exposure . View Music Video HereHOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM
  • 3. ROI – Product Placement/Brand Integration Rate of Return21 Days After Video LaunchRate of Return: 1047.50%42 Days After Video LaunchRate of Return: 1175%82 Days After Video LaunchRate of Return: 2577.50% HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM
  • 4. ROI – Product Placement/Brand Integration Emotional Impact on Audience*21 Days After Video LaunchAudience Reach - 4.2 MillionPositive Feeling from Placement - 2.19 MillionInfluenced to Purchase - 1.42 Million42 Days After Video LaunchAudience Reach – 8.6 MillionPositive Feeling from Placement – 2.96 MillionInfluenced to Purchase – 1.42 Million82 Days After Video LaunchAudience Reach - 22.2 MillionPositive Feeling from Placement – 11.55 MillionInfluenced to Purchase – 7.53 Million *Positive Feeling and Influenced to Purchase metrics based on a formula created and tested by Nielsen during a marketing focus group study. HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM
  • 5. ROI – Product Placement/Brand Integration Decreasing CPM Over Time CPM Based on Audience Reach CPM Based on Influenced to Purchase21 Days After Video LaunchCPM for Audience Reach - $4.75 $16.00CPM Based on Influence to Purchase - $14.00$14.05 $12.0042 Days After Video Launch $10.00CPM for Audience Reach - $2.32CPM Based on Influence to Purchase - $10.36 $8.00 $14.05 $6.0082 Days After Video Launch $10.36CPM for Audience Reach - .90 Cents $4.00CPM Based on Influence to Purchase - $2.65 $2.00 $4.76 $2.32 $0.90 $2.65 $0.00 12/15/2011 1/6/2012 2/17/2012 HOLLYWOOD BRANDING l 9701 WILSHIRE BLVD. 10TH FL l BEVERLY HILLS, CA 90212 l 424.201.5464 | WWW.HOLLYWOODBRANDING.COM
  • 6. Branding Experts Speak Out on Product PlacementA Good Investment for BrandsA year ago a Royal Purple truck appeared in Traditional product advertising — full-page magazinethe movie Salt. ads and 30-second television commercials — may be going the way of the rotary phone.In the film, Angelina Jolie jumps on to thetruck during a chase scene. Emerging concepts such as crowdsourcing, viral Internet campaigns, product placements and guerillaIt’s been more than a year since the movie promotions will dominate the marketing andreleased and I have yet to have a week where I advertising landscape in 2012 and beyond.didn’t get at least one call or email fromsomeone telling me they’d seen the placement Traditional expensive advertising is no longerin the film. effective given all the clutter, as well as the emergence of technologies, like digital video Not only that, product placement is the only recorders, that block the ads from even being viewed,form of ‘advertising’ that has a decreasing much less absorbed, by consumers.CPM over time. Dr. Seethu Seetharaman, PhDMark McFann – Royal Purple Motor Oil Professor of Marketing, Olin Business SchoolAugust 2011 Washington University, St. Louis, MO December 2011
  • 7. Contact UsStart growing your brand today by investing in entertainment content Click Here for Contact Form
  • 8. Hollywood Branding Entertainment Nation International Trump Building 9107 Wilshire Blvd. 40 Wall Street 10th Floor 28th Floor Beverly Hills, CA 90212 New York, NY 10005V | 424.201.5464 Ext. 101 V | 424.201.5464 Ext. 102