With further progress, the mystery of product placement’s return on investment is looking more feasible to determine.

“I would encourage brands to truly take a step back and leverage all the data and technology available at our fingertips today to ensure that they are reaching the right audiences, with the right messages, at the right time—in this way, leveraging data-driven systems and processes, a brand like Cerveza Cristal can have the impact of a viral campaign not just once, but consistently to drive efficient ROI,” said Ray Butler.