吸引和激发消费者的力量需要创新的勇气，世界各地的品牌都渴望通过创造消费者无法绕过的广告来超越其他品牌。然而，撇开崇高的愿望不谈，我们知道，无论广告多么鼓舞人心，至少总会遇到一些阻力。
广告对媒体行业仍然至关重要，但内容选择的日益丰富给广告商带来了两大挑战：1) 消费者体验的内容不尽相同；2) 可以获得无广告体验，但需要支付一定的费用，而且这些体验对很多人都有吸引力。
虽然品牌不应该放弃传统的广告策略，但他们肯定需要量身定制的活动来吸引受众--尤其是在媒体格局跨平台、跨服务的情况下。重要的是，除了传统广告之外，还有机会制定更多的战略。
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.
与观看 30 秒广告的观众相比，观看品牌内容的观众更有可能做出 62% 的积极反应。
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 尼尔森年度营销报告 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.
在无广告 SVOD 节目兴起的同时，为了在这方面提供帮助，尼尔森制定了一项指标，以传统的 30 秒广告插播为基准，对 SVOD 品牌整合进行跟踪，使其与传统广告处于同一起跑线上。
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 广告商手册, which identifies five top advertiser challenges and highlights ways to navigate them.
