Il potere di coinvolgere e ispirare i consumatori implica una grinta innovativa e i marchi di tutto il mondo aspirano a elevarsi al di sopra degli altri creando annunci che i consumatori non possono ignorare. A parte le grandi aspirazioni, però, sappiamo che ci sarà sempre almeno una certa resistenza alla pubblicità, per quanto stimolante possa essere.
La pubblicità rimane vitale per l'industria dei media, ma la crescente gamma di opzioni di contenuto presenta due sfide principali per gli inserzionisti: 1) i consumatori non sperimentano tutti gli stessi contenuti e 2) le esperienze prive di pubblicità sono disponibili, a pagamento, e fanno gola a molti.
Sebbene i brand non debbano abbandonare le loro strategie pubblicitarie tradizionali, hanno certamente bisogno di iniziative su misura per coinvolgere il loro pubblico, soprattutto perché il panorama dei media si frammenta tra piattaforme e servizi. È importante sottolineare l'opportunità che le strategie si concentrino su qualcosa di più della pubblicità tradizionale.
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.
Gli spettatori di contenuti di marca hanno il 62% di probabilità in più di reagire positivamente rispetto a quelli che vedono annunci di 30 secondi.
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 Rapporto annuale Nielsen sul marketing 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.
Per aiutare in questo senso l'aumento della programmazione SVOD senza pubblicità, Nielsen ha sviluppato una metrica che consente di tracciare le integrazioni dei marchi SVOD in modo da metterle sullo stesso piano della pubblicità tradizionale, utilizzando il tradizionale spot pubblicitario di 30 secondi come base di riferimento.
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 Playbook per gli inserzionisti, which identifies five top advertiser challenges and highlights ways to navigate them.
