5 Things To Consider When Measuring Product Placement

In this post I want to show five important principles that are relevant to a proper performance and success measurement of product placement — from the perspective of advertising companies. Currently, unfortunately many of them are often not or only insufficiently taken into account. This not only leads to wrong results and recommendations, but can also lead to dangerous actions. Of course we know that this is only in rare cases because of the experts in the marketing departments. Rather, a proper success measurement is often seen as too complex that it would survive the long processes from daily business to the Jour Fixe at the C-level management.

Nevertheless, I want to push the professionalization of product placement and its performance measurement with this text. At the end you will also find specific recommendations on how to handle the issues in operational practice.

1. Look at all relevant dimensions

The success of product placement is mainly defined by three dimensions.

Cost
Since each marketing campaign must also be measured at its cost, this dimension is also for product placement of great importance. The measurement of this figure is simple.