소비자의 참여를 유도하고 영감을 주는 힘에는 혁신적인 근성이 필요하며, 전 세계의 브랜드는 소비자가 우회할 수 없는 광고를 제작하여 다른 브랜드보다 우위에 서고자 합니다. 그러나 원대한 열망은 차치하고서라도, 광고가 아무리 영감을 주더라도 광고에 대한 저항은 항상 존재한다는 것을 알고 있습니다.
광고는 미디어 산업에서 여전히 중요하지만, 콘텐츠 옵션이 다양해지면서 광고주에게는 두 가지 주요 과제가 있습니다: 1) 모든 소비자가 동일한 콘텐츠를 경험하는 것은 아니며, 2) 광고 없는 경험은 유료로 제공되며 많은 사람들에게 어필할 수 있습니다.
브랜드가 전통적인 광고 전략을 포기해서는 안 되지만, 특히 미디어 환경이 플랫폼과 서비스에 따라 세분화됨에 따라 잠재고객과 소통할 수 있는 맞춤형 이니셔티브가 필요한 것은 분명합니다. 중요한 것은 기존 광고보다 더 많은 것에 집중할 수 있는 전략의 기회가 있다는 것입니다.
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.
브랜드 콘텐츠 시청자는 30초 광고를 본 시청자보다 긍정적인 반응을 보일 확률이 62% 더 높습니다.
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 닐슨 연간 마케팅 보고서 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.
광고 없는 SVOD 프로그램의 증가에 따라, 닐슨은 기존 30초 광고 스팟을 기준으로 하여 기존 광고와 동일한 방식으로 SVOD 브랜드 통합을 추적할 수 있는 측정 지표를 개발했습니다.
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 광고주 플레이북, which identifies five top advertiser challenges and highlights ways to navigate them.
