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Capturing the Latest Trends for women
Product Placement Buzz Report
12.22.06 | No Comments

We’ve released a new buzz report on product placement that was picked by The Hollywood Reporter. The main focus was on differing perceptions of product placement by platform. The report:

43 sites were researched with a focus on the top Film/Entertainment, Television, Gaming and Major Portal communities. Going back 3 months, 862 discussions directly related to consumer opinions about product placement were uncovered.

Surprisingly, 595 discussions reflected either acceptance or indifference to product placement, the remaining 267 discussions represented negative views. The majority of discussions centered on the use of product placement in film and television with only a small percentage of gamers discussing the topic. Overall, gamers were the most negative in tone to in-game product placement where the tactic is on the rise because they’ve had less time to become accustomed to the practice. However, the largest volume of negative discussion was focused on TV, which oddly enough is the one platform that consumers can get for free. The numbers breakdown as follows:

Positive

Negative

Total

gaming

46

11

57

tv

194

135

329

movies

355

121

476

595

267

862

Online consumers appear to be savvy when it comes to product placement and are willing to accept it if it does not detract from the entertainment experience. Employing subtlety and humor are more effective than blatantly plastering products everywhere.

Sites sampled included:

TV – (TV.com, TWOP)

http://forums.tv.com (TV.com)

www.televisionwithoutpity.com

Gaming – (Gamespot, TeamXbox)

www.gamespot.com

www.teamxbox.com

Film/Entertainment – (IGN, IMDb)

www.ign.com

www.imdb.com

Mainstream – (Google Groups, Delphi Forums)

http://groups.google.com

www.delphiforums.com

NYT “Brands for the Chattering Masses”
12.17.06 | No Comments
Category: Uncategorized

Good to see the New York Times article on WOM monitoring today , as the importance of monitoring consumer opinions cannot be underestimated. It is interesting, however, that the Times focused only on software-based solutions and not human-based analysis of online conversations. In our experience, there is no substitution for experienced analysts when it comes to recognizing things like sarcasm, context, and lingo. Also, real time monitoring is only as good as your filter, and false leads and trends can overwhelm clients quickly with random noise. I haven’t seen any studies comparing the difference between human and bot accuracy, but I would be shocked if they were close.

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