品牌广告商在规划战略时需要考虑很多问题，他们需要驾驭消费者接触的日益分散的平台和渠道。然而，尽管品牌可以利用数据为信息传递提供依据，利用现代营销技术改进目标定位，并衡量参与度以衡量绩效，但有一个营销方面的问题现代技术却无能为力：消费者的信任。
Advertising is a vital aspect of the media industry, but marketers know that resonance and effectiveness don’t come easy. In addition to having to think about challenges like brand growth and ad avoidance, marketers need to increasingly focus on building trust with consumers. This is where brands, especially those in North America and Europe, have some work to do, according to Nielsen’s 2021 Trust in Advertising Study.
在全球范围内，北美和欧洲的广告信任度最低，比非洲、中东和拉丁美洲低 20%。在亚太地区，信任度低于中东和拉丁美洲，但高于北美。重要的是，缺乏信任意味着消费者在遇到广告时缺乏行动。如果一个品牌反复寻求与不信任的消费者接触，缺乏行动很快就会变成不喜欢。
那么，品牌该怎么做呢？第一步，在每项战略、计划和执行中都把消费者放在第一位。迈出这一步将有助于最值得信赖的渠道--口碑--对品牌有利。根据广告信任度调查，88% 的全球受访者更信任熟人的推荐，而不是其他渠道。更重要的是，与在线横幅广告、移动广告、短信和搜索引擎优化广告等排名靠后的渠道相比，50% 的人更信任推荐。
第二步，品牌应考虑消费者愿意接受广告的渠道和平台。虽然品牌不应该放弃传统的广告策略，但他们确实需要关注在哪里以及如何才能获得最大的回报。以下是三个想法。
消费者乐于在 SVOD 节目中加入品牌元素
In a custom advertising survey Nielsen fielded earlier this year, we found that among video streaming service users, 66% of people 35-49 and 62% of people 18-34 said they’ve taken note of brands being used by the characters in streaming content they’ve watched. Importantly, 52% of consumers 35-49 and 49% of people 18-34 said they are influenced to purchase the products they’ve seen being used in streaming video content.
播客广告的品牌记忆度很高
Podcast advertising—particularly when read by the host—drives stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s 播客广告效果 (PAE) solutions have found that hostread ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
Longer ads (60 seconds+) drive even higher lifts among consumers. When it comes to seeking more information about a brand, longer ads are nearly 70% more effective in this category than shorter ones. The lift scores for purchase intent and recommendation intent are both 40% higher for longer ads than shorter ones. Lastly, not only do longer ads generate stronger engagement, they also drive brand recall: nearly three-quarters of listeners were able to recall the brand after hearing a longer ad.
电竞赞助商不仅仅是能量饮料的赞助商
Immersive gaming experiences are a 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.
尼尔森最近的体育研究表明，消费者对电竞赞助的态度大多是积极的。此外，87% 的电竞爱好者能回忆起至少一个电竞赞助商。
方法
本文中的见解来自以下资料来源：
- Nielsen’s 2021 Trust in Advertising Study was conducted globally in September 2021 and includes online survey responses from more than 40,000 consumers across Latin America, North America, Europe, MENA and Asia-Pacific. Survey respondents were men and women and spanned all major generations: Gen Z, Millennial; Gen X; Baby Boomers; Silent Generation.
- 2021 年 3 月尼尔森总受众报告
- 尼尔森粉丝洞察
- 尼尔森播客广告效果解决方案
