How much does it cost to do virtual product placement? Providers share prices and KPIs

"How much is it going to cost you? Prices can vary, but VPP can cost as low as $750 for a single placement into influencer content or $5000 to place a product in a popular catalog show, according to Ryff. For a campaign with multiple placements within a premium video, prices can range from $250,000 to $750,000, says Mirriad. To put that into context, an average 30-spot on national TV costs about $350,000,"

"A study by Kantar based on Mirriad-run campaigns found that 79% of consumers like contextual VPPs, compared to 12% who said they enjoyed traditional advertising spots. The study exposed audiences to both in-show virtual placements and commercials. It uncovered that brand awareness was 18 percentage points higher with the in-show placement, ad awareness was 25 points higher, favourability was 6 points higher and product consideration was up 9 points."

"The savings mainly come from logistics, without the need for travel, and personnel times to execute a traditional placement or sponsorship deal. Mark Melvin, executive vice-president, sales and brand partnerships at Mirriad, says: "VPP budgets are more efficient and deliver media impressions within an advertisers' campaign flight. Running a campaign of dozens of VPP integrations reaches a broader audience for the advertiser's investment v the typical seven-figure cost associated with a single traditional product placement buy.""

Virtual product placement (VPP) adoption is accelerating as Amazon, NBCUniversal and adtech firms develop and scale VPP products. Pricing varies widely: placements can cost as little as $750 for influencer content, $5,000 for catalog shows, or $250,000–$750,000 for multiple integrations in premium video, while traditional placements often run seven figures. VPP reduces logistical and personnel costs by avoiding on-set needs. A Kantar study of Mirriad campaigns found higher consumer liking and significantly larger lifts in brand awareness, ad awareness, favourability and product consideration for contextual VPP versus traditional spots. Measurement remains platform-dependent.

Read at The Drum