TVB member login has been updated for increased security. Please request your new password here.

Study Finds ‘Virtual In-Content Ads’ Boost TV Campaign Lift

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.