Placement can work with TV spot ads

Roger Llewellyn is quite wrong to try and promote interest in product placement on British TV screens by raising the spectre of ad-skipping (MW 6 January).

Product placement serves very different brand objectives to TV ads – this is demonstrated by Ipsos, which has research from the US that shows TV spot advertising integrated with placement is a very effective combination but they do different things.

There are going to be lots of companies out there trying to promote placement opportunities to brands. If any of them try to tell you that you have to do this because of ad avoidance, or as a substitute for spot advertising, you should know they are ill-informed and not to be taken seriously.

Tess Alps
CEO Thinkbox

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