Place*Values: new tool from Nielsen

Nielsen, the company that brings you television ratings, has introduced a new tool. This tool, known as Place*Values, helps advertisers analyze product placements in advertising, according to this arcticle by Media Buyer Planner. The tool allows advertisers to evaluate past product placements and new placement opportunities. This evaluation will be based on performance indicators, including brand recognition, brand attitude and purchase interest.

Place*Values sounds really cool. They allow clients to test different ways to place products, including testing the use of brand mentions. I think this tool is going to catch on and really heat up product placements. Users of the tool, so far, include: A&E, Court TV, the Weather Channel, Discovery Networks, CBS, Fox, Magna Global, Mediacom, OMD, PHD, Sprint Nextel, Twentieth TV and Zenith Media.

I think these users really hold an advantage over those that are not users. They may be the trendsetters because I'm sure other will follow in the use of this amazing tool. The tool actually gets it's finding from Nielsen's Product Placement Valuation Study. Nielsen is a company that consumers and advertisers have grown to trust with television ratings and I think it's wonderful that they are expanding and have introduced such an innovative tool.



This is the future of product placement!