Mediaedge:cia sheds light on movie product placement

LONDON - Nokia, Samsung and The Gap all got it right when it came to product placement in movies including 'The Matrix' and 'Minority Report', according to Mediaedge:cia's latest study.

The study into the effectiveness of product placement in movies found that, in general, brands advertised through product placement are more likely to get noticed by film fans than those in text messaging or radio ads.

The study found that the younger the audience, the more reactive and favourable they are to brands advertised in this way. Forty-one per cent of 15- to 24-year-olds regarded a brand as high quality when associated with films.

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