O poder de envolver e inspirar os consumidores envolve coragem inovadora, e as marcas de todo o mundo aspiram a se destacar criando anúncios que os consumidores simplesmente não conseguem ignorar. No entanto, apesar das aspirações grandiosas, sabemos que sempre haverá pelo menos alguma resistência à publicidade, por mais inspiradora que ela seja.
A publicidade continua sendo vital para o setor de mídia, mas a crescente variedade de opções de conteúdo apresenta dois desafios principais para os anunciantes: 1) Nem todos os consumidores têm a mesma experiência com o mesmo conteúdo e 2) Experiências sem anúncios estão disponíveis - por um preço - e agradam a muitos.
Embora as marcas não devam abandonar suas estratégias tradicionais de publicidade, elas certamente precisam de iniciativas personalizadas para interagir com seus públicos, especialmente à medida que o cenário de mídia se fragmenta em plataformas e serviços. É importante ressaltar que há uma oportunidade para as estratégias se concentrarem em mais do que a publicidade tradicional.
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.
Os espectadores de conteúdo de marca têm 62% mais probabilidade de reagir positivamente do que aqueles que veem anúncios de 30 segundos.
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 Relatório Anual de Marketing da 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.
Para ajudar nesse sentido, em meio ao aumento da programação SVOD sem anúncios, a Nielsen desenvolveu uma métrica que permite que as integrações de marcas SVOD sejam rastreadas de forma a colocá-las no mesmo patamar da publicidade tradicional - usando o anúncio tradicional de 30 segundos como linha de base.
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 Manual do anunciante, which identifies five top advertiser challenges and highlights ways to navigate them.
