Not only do consumers notice brand product placement in music videos, but these videos can contribute to a lift of eight percentage points in purchase intent and improved perception, according to Nielsen research. And even in cases where the brand product placements aren’t as noticeable, overall awareness increases, say the research firm.
“Music videos also provide the opportunity to show off unique selling points about products,” says Nielsen. “For example, Avril Lavigne’s Rock n Roll video showed off the Sony Ericsson Experia phone’s waterproof feature when she answers it after taking it out of a glass of water.
“Brand placement in music videos can take a variety of forms – from Miley Cyrus using EOS lip balm in her We Can’t Stop video to Katy Perry taking a selfie with her Nokia phone in her Roar video. However, we’ve learned that a brand’s effect actually reflects how it’s placed rather than the number of on-screen seconds it gets. Our research found that it’s possible for products that have five seconds of exposure to create 35% – or even higher – brand lift, the same as those that are on the screen for 35 to 60 seconds.”