"There will be a lot of questions from people like yourself about why we participated," said John Wallis, Hyatt's global head of marketing and brand strategy.
It may be a risky move by Hyatt, but worth it for the buzz, Wallis said. It's harder for advertisers to catch the public's attention, and not every online video goes viral. And consumers aren't watching TV the way they used to.
But some say gauging whether product placement works is difficult.
"Inherently we know that it's good, but we don't have it all figured out yet," said Bob Liodice, CEO of the Association of National Advertisers Inc. "It isn't as scientific as we'd like it to be." Read More
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