Kekuatan untuk melibatkan dan menginspirasi konsumen melibatkan ketabahan yang inovatif, dan merek-merek di seluruh dunia bercita-cita untuk menjadi yang terdepan dengan menciptakan iklan yang tidak dapat dilewati oleh konsumen. Di samping aspirasi yang tinggi, kami tahu bahwa akan selalu ada setidaknya beberapa penolakan terhadap iklan - tidak peduli seberapa menginspirasi iklan tersebut.
Iklan tetap penting bagi industri media, namun semakin banyaknya pilihan konten menghadirkan dua tantangan utama bagi para pengiklan: 1) Konsumen tidak semua menikmati konten yang sama dan 2) Pengalaman bebas iklan tersedia - dengan harga tertentu - dan menarik bagi banyak orang.
Meskipun merek tidak boleh meninggalkan strategi periklanan tradisional mereka, mereka tentu saja membutuhkan inisiatif yang disesuaikan untuk berinteraksi dengan audiens mereka-terutama karena lanskap media terpecah-pecah di berbagai platform dan layanan. Yang penting, ada peluang bagi strategi untuk fokus pada lebih dari sekadar periklanan tradisional.
From an engagement perspective, branded content can be an effective alternative because it’s typically developed to resemble editorial content instead of traditional advertising. Given the heavier focus on storytelling and brand journalism in this type of content, Nielsen’s Branded Content Effectiveness studies have found that viewers of branded content are 62% more likely to react positively than those who watch 30-second TV ads. Additionally, 67% say they find branded content more entertaining, relevant and more likely to help them remember the brand.
Penonton konten bermerek 62% lebih mungkin bereaksi positif daripada mereka yang melihat iklan 30 detik.
Immersive gaming experiences are another growing opportunity for brands, including those that aren’t closely connected to video game culture. Mastercard, for example, is a brand that few would likely associate with esports, yet it has found notable upside in the space. In addition to reaching an audience that differs from its traditional clientele, Mastercard’s integration in Riot Games’ League of Legends Championship (LCS) series allows players to keep their card on file and use it for in-game e-commerce use.
Despite the growing range of newer marketing options, marketers surveyed for this year’s Laporan Pemasaran Tahunan Nielsen said they’re not interested in new ad formats like branded integrations and product placements. Only 19% said they consider these options very or extremely important, and 31% said they consider these formats very or extremely difficult to measure.
Measurement remains a hurdle for many advertisers, especially in non-traditional marketing efforts, such as product placements and brand integrations. These strategies in TV programming and movies aren’t new, but assessing their impact has been a long-standing challenge.
Untuk membantu dalam hal ini di tengah maraknya pemrograman SVOD bebas iklan, Nielsen mengembangkan metrik yang memungkinkan integrasi merek SVOD untuk dilacak dengan cara yang menempatkannya di bidang yang sama dengan iklan tradisional-menggunakan tempat iklan tradisional 30 detik sebagai garis dasar.
To illustrate how brands and agencies can leverage this metric, Nielsen analyzed the viewership of the Netflix program Cobra Kai to assess the equivalized value of the branded integrations within the first four weeks the program was available to stream. Coors is the most prominent brand in the program, and the show’s lead character Johnny Lawrence drinks a lot of it. That favoritism pays off, as Coors exposures garnered almost 170 million equivalized and valued impressions among viewers 21 and older through the first four weeks the program was available on Netflix.
Branded integrations in SVOD content also provide marketers with incremental reach. Importantly, traditional television continues to reach a broad range of consumers, but a notable portion of streamers don’t watch any linear TV. For example, between Aug. 28, 2020, and Sept. 3, 2020, 10.4% of Cobra Kai viewers didn’t watch any linear TV. That means understanding channel preference and engagement has never been more important for brands looking to engage with media-savvy consumers—across SVOD platforms and all other channels.
For additional insights, download our recent Buku Panduan Pengiklan, which identifies five top advertiser challenges and highlights ways to navigate them.
