NEW YORK, NY - October 31, 2024 —Mirriad, the leader in virtual product placemen...
As the holiday season picks up, retail advertisers are laser-focused on moving shoppers down the sales funnel—from initial awareness to final purchase. To break through the holiday clutter, brands are adopting innovative solutions like virtual product placement, which are video ads, to reach consumers seamlessly and effectively.
Virtual product placement integrates products naturally within content, making ads feel less intrusive and more engaging, which is crucial for building awareness and driving conversions in a highly competitive landscape. With groundbreaking Mirriad x iSpot data showcasing the significant results of VPP, it’s clear that virtual product placement is revolutionizing advertising.
WHY VIRTUAL PRODUCT PLACEMENT IS ESSENTIAL FOR HOLIDAY RETAIL ADVERTISING SUCCESS
In a season when consumers are exposed to countless traditional ads, virtual product placement provides a fresh, immersive alternative that stands out. This technology allows brands to integrate their products into TV shows, streaming, film, and digital videos naturally—ensuring they’re seen without interrupting the viewing experience.
According to recent Mirriad x iSpot data, VPP drives a 51% increase in average transaction value in addition to other strong metrics. For retail advertising during the critical Q4 shopping period, this engagement boost is invaluable, translating directly into increased potential for conversion.
AWARENESS: CREATING MEMORABLE FIRST IMPRESSIONS WITH VIRTUAL PRODUCT PLACEMENT
Virtual Product Placement (VPP) offers advertisers a revolutionary way to connect with viewers beyond the constraints of traditional commercial pods. By seamlessly integrating brands into engaging content, we provide marketers with an unprecedented opportunity to expand their audience reach in ways never before possible. Imagine a beauty retailer showcasing their latest makeup collection or skincare line within a popular holiday TV episode – not just as a fleeting commercial, but as a natural part of the storytelling experience. This approach allows brands to capture viewers' attention more organically, creating memorable first impressions that resonate deeply and extend far beyond the limited timeframe of a standard advertisement.
INTEREST AND CONSIDERATION: KEEPING AUDIENCES ENGAGED WITH HIGH-IMPACT VIDEO ADS
Once a brand has gained initial attention with a wider audience, it’s crucial to sustain interest and consideration. Mirriad’s virtual product placements serve as highly engaging video ads that keep products top of mind without the repetitiveness and fatigue often associated with traditional holiday advertising. For example, a tech brand can seamlessly integrate its latest gadgets into a popular holiday film, sparking curiosity and encouraging viewers to learn more about the product.
By appearing naturally within the content, these ads feel less intrusive, maintaining consumer interest while subtly promoting the product. This continuous but non-intrusive presence builds interest in the brand, encouraging consumers to consider the product in greater detail.
CONVERSION: INSPIRING ACTION WHEN IT MATTERS MOST
At the bottom of the sales funnel, the objective shifts to converting viewers into customers. Virtual product placements are particularly powerful at this stage because they’ve already established a strong presence in the viewer’s mind. By the time a consumer is ready to purchase, they’re more likely to recall products they’ve seen featured naturally within holiday content. For example, a cookware brand could use virtual product placement in a holiday cooking show, showcasing its products in action to inspire viewers to make a purchase.
The Mirriad x iSpot data confirms that in-content placements are more memorable than standard video ads, which increases the likelihood of action. As shoppers reach the critical decision-making phase, these memorable placements can be the final nudge they need to make a purchase.
This data proves that VPP drives significant increases in actual sales activity among core adult audiences:
- 51% increase in average transaction value, which exceeds prior Kantar studies showing that VPP can boost sales by up to 35%
- 27x increase in shopping incidence within households compared to the TV spot campaign (segmented core adult audiences)
- 16% increase in transactions per household
MIRRIAD: THE ALL-IN-ONE SOLUTION FOR HOLIDAY RETAIL ADVERTISING
Mirriad offers a comprehensive virtual product placement solution designed to support retail brands at every stage of the holiday sales funnel. From initial brand awareness to final conversions, Mirriad’s approach to virtual product placement and video ads provides an end-to-end advertising solution that enhances every step of the customer journey. By bypassing ad blockers and capturing viewer attention within the content itself, Mirriad empowers brands to maximize their holiday advertising budgets effectively.
KEY TAKEAWAYS FOR HOLIDAY RETAIL ADVERTISING
Virtual product placement offers a powerful toolkit for brands aiming to drive conversions during the holiday season:
- Builds awareness by integrating products within engaging, relevant content.
- Maintains interest and consideration by appearing subtly yet consistently in video ads throughout popular shows and movies.
- Increases sales and conversion through natural, memorable placements that stay top of mind for viewers.
With the latest data highlighting the benefits of virtual product placement, it’s evident that this strategy is a valuable addition to any holiday campaign. As the competition intensifies, retail advertisers should consider virtual product placement a vital tool for maximizing ROI, boosting brand recall, and ultimately driving holiday sales from awareness to conversion.
This article was written by Emily Oberkrieser, Mirriad's Director of Integrated Marketing. Follow us on LinkedIn here.
