Study Finds 'Virtual In-Content Ads' Boost TV Campaign Lift

At a time when so-called “virtual product placement” is looming large because of the rapid evolution of extended reality and ultimately, the metaverse, a new study finds that current versions generate meaningful lift for brands when used in conjunction with TV advertising.

The study released this morning by Kantar and …

3 comments about "Study Finds 'Virtual In-Content Ads' Boost TV Campaign Lift".
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  1. Frank Zazza from iVPP, August 17, 2022 at 2:24 p.m.

    Wow "a study that does not actually define or provide any examples of what it is. A study that  doesn’t explicitly describe the examples of virtual in-content advertising. A study that doesn’t show how the combination of virtual in-content ads and TV compare with other mixes of media." Am I missing something..?

  2. Yuqi Wang from New Mexico State University, December 31, 2022 at 11:52 a.m.

    Any link to the study?

  3. Joe Mandese from MediaPost Inc., December 31, 2022 at 2:05 p.m.

    @Yuqi Wang: Here's a link to a case study:

    https://blog.mirriad.com/virtual-product-placement-in-the-holidays-boosts-audience-reach-by-39

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