消費者を惹きつけ、インスパイアする力には革新的な気概が必要であり、世界中のブランドは、消費者が素通りできないような広告を作ることで、他を圧倒することを熱望している。しかし、高邁な願望はさておき、私たちは、それがどれほど刺激的なものであっても、広告には少なくとも抵抗があることを知っている。
広告がメディア業界にとって不可欠であることに変わりはないが、コンテンツの選択肢が増えたことで、広告主には主に2つの課題がある：1）消費者がすべて同じコンテンツを体験するわけではないこと、2）広告のない体験が有料で利用でき、多くの人にアピールできること。
ブランドは伝統的な広告戦略を放棄すべきではないが、オーディエンスとのエンゲージメントを高めるためにカスタマイズされたイニシアティブが必要であることは確かだ。重要なのは、従来の広告以上のものに焦点を当てる戦略の機会があるということだ。
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.
ブランド・コンテンツの視聴者は、30秒広告を見た視聴者よりも62％ポジティブな反応を示す可能性が高い。
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 ニールセン年次マーケティングレポート 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.
ニールセンは、広告のないSVOD番組が増加する中、この点を支援するために、従来の30秒の広告スポットを基準として、従来の広告と同じ土俵でSVODのブランド統合を追跡できるような指標を開発した。
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 広告主プレイブック, which identifies five top advertiser challenges and highlights ways to navigate them.
