RE: Shopify Mirriad VPP ????31 Dec 2024 21:43
found this version
https://ecommercefastlane.com/virtual-product-placement-pros-cons-and-considerations/
"vpp is a relatively new advertising strategy, but it’s quickly gaining popularity. amazon announced beta-testing of its new vpp program in 2022 with a scene from the tv show bosch featuring a virtually integrated bowl of m&m’s. streaming services like netflix and pea**** and several social-focused startups have also launched vpp programs in recent years
according to priscilla von sorella, the head of marketing at virtual product placement agency mirriad, companies are excited about vpp because it works
“major advertisers like h&m, l’oréal, lexus, and others are using vpp to drive performance for their campaigns,” she says, adding that vpp helps companies reach audiences and drive impact.
here’s an overview of the benefits:
a less intrusive viewer experience
vpp is an effective way to reach contemporary audiences. priscilla points to findings from research firm kantar, which found 86% of viewers avoid video advertising across broadcast tv, streaming, and online video (sometimes muting their tvs during ad breaks or installing ad blockers on their browsers)
“unlike traditional ad formats, virtual product placements and advertising don’t interrupt the viewing experience,” priscilla says
the study reports 83% of viewers describe virtual formats as natural and 79% view them as non-intrusive. priscilla attributes the effectiveness of vpp ads to these qualities
“[vpp placements] blend seamlessly into the content, fostering positive perceptions among audiences and creating a more immersive and natural experience for viewers,” she says
in fact, priscilla says that studies show viewers prefer in-content advertising 10 times more than traditional tv ads such as tv spots. another study found that positive ad experiences can boost online purchase rates by 40% and in-store buying by 27%
this means that if your product is in the background of a successful tv show or youtube video, your audience isn’t going to look away when it appears on screen—they may even have a more positive impression of it."
"budget
virtual placements can be effective in multiple industries and for a variety of products
“vpp has proven to show excellent performance across all categories,” says priscilla, whose firm serves clients in retail, automotive, fast-moving consumer goods, alcohol, and financial services
it’s also affordable for many small and early-stage businesses. although premium content placement campaigns can cost more than $750,000, single influencer placements can be less than $1,000
business stage and goals
the strategy is best suited to companies with an existing brand awareness. in-content ad placements can remind viewers of your company, but they’re not an effective way to educate audiences about who you are. priscilla recommends vpp for improving mid-marketing funnel metrics—such as o
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