광고 계획의 가장 기본적인 원칙 중 하나는 적절한 잠재고객에게 적절한 메시지를 전달하는 것입니다. 오늘날에는 가장 집중도가 높은 시청자뿐만 아니라 모든 시청자가 있는 곳에 도달하는 것을 의미합니다. 예를 들어, 현재 제공되는 수많은 동영상 옵션으로 인해 일부 사람들은 선형 TV 시청량을 크게 줄였습니다. 그리고 어떤 사람들은 전혀 시청하지 않습니다.
To understand content consumption, especially amid the growth in video streaming, Nielsen frequently examines the overlap between linear TV and subscription video on demand (SVOD) viewing, particularly when buzzworthy SVOD programming is released and promoted. In the case of Cobra Kai, which is streaming on Netflix and scheduled to begin season 4 production early this year, a Nielsen analysis found that more than 10% of the program’s viewers during a one-week period of the study did not watch any linear TV. Additionally, more than one-third of Cobra Kai viewers watched very little linear TV.
The viewing distribution for Cobra Kai highlights an important trend: SVOD viewers tend to be light viewers of traditional TV. This is important for a number of reasons, but for brands, it means that advertising on traditional channels like linear TV doesn’t provide comprehensive reach. This is where brands need to pivot their strategies, much like consumers have shifted how and where they are engaging with media.
Product placements and branded integrations are certainly not new to TV and film, but as media engagement fragments, they can provide brands with an opportunity to reach entirely new audiences, as is the case with SVOD content. And under the right circumstances, like we see for several brands in Cobra Kai, they can even become part of the story or a character’s persona. For example, would viewers see Johnny the same if he drank a specialty craft IPA instead of Coors Banquet Beer?
From an exposure perspective, the frequency of Coors appearances in Cobra Kai generates millions of impressions among viewers 21 and older. For example, during a four-week period in August and September last year, the Coors integrations delivered almost 170 million impressions among this consumer group.
In addition to providing brands exposure in an ad-free environment, the Coors integrations reached a significant portion of viewers who didn’t watch linear TV programming. Specifically, in the same four-week period, we found that 19% of the combined total audience (70.6 million) that saw both Cobra Kai and linear TV programming featuring Coors ads only watched Cobra Kai.
제품 배치와 브랜드 통합에 대한 과거의 가치 평가 방법은 항상 광범위하고 다양했습니다. 하지만 기존의 30초 스팟을 기준으로 삼으면 SVOD 브랜드 통합을 기존 광고와 동일한 방식으로 추적할 수 있습니다. 또한 전달 및 점진적 도달 범위를 모두 조명할 수 있습니다.
For additional insights, download our recent 스트리밍 세상에서 브랜드 통합의 시대가 도래하다 report.
