Heightened by significant enablement in mid-2020, the video streaming landscape has quickly become a vast realm of widespread choice for consumers. Amid the options, subscription-based video on-demand (SVOD) content remains hot around virtual water coolers, the Nielsen Top 10 list and social media. Without advertising, however, SVOD platforms are easy for marketers to disregard when they’re looking for brand messaging channels. But new research about branded integrations suggests they shouldn’t.
Product placements in video content are certainly nothing new, but few are objectively measured—even when they play a key role in a program’s storyline. FedEx, for example, almost becomes a character in the 2000 film Cast Away starring Tom Hanks, yet the brand integration didn’t cost the global delivery company a penny. Speculations about the end value of the integration are varied and widespread, which is a key reason why many of these types of integrations aren’t readily monetized.
随着越来越多的内容通过流媒体平台提供，包括在影院同步上映的电影，30秒广告--一种经过时间验证的广告单位--成为衡量和管理SVOD节目中品牌整合的可行手段。在这方面，尼尔森与客户共同开发了一种指标*，可以对 SVOD 品牌整合进行跟踪，使其与传统广告处于同等地位。
For example, we recently used this metric to calculate the actual impressions of several brand exposures in the first two seasons of Cobra Kai in its first month on Netflix, including Mercedes Benz. Given that much of the inventory at Daniel LaRousso’s car lot is luxury cars, Mercedes-Benz takes center stage throughout the episodes.
Dell Computers is another brand that Cobra Kai weaves into the storyline, largely through the tech ineptness of Johnny Lawrence’s character, who at the onset, doesn’t even know how to turn on a laptop, let alone connect it to the internet or conduct a search for something. And in the first four weeks of being available on Netflix, season 1 of Cobra Kai delivered Dell more than 70 million impressions to viewers 18-49, a key age demo for computer users.
鉴于 SVOD 内容不含广告，产品植入和品牌整合为广告商和广告代理公司提供了将品牌融入新兴流媒体领域的现代方式，同时还能获得增量影响力。毫无疑问，在节目中植入品牌会产生影响，但如何确定品牌曝光的增量贡献一直是个难题。但现在情况不同了。
For additional insights, download our recent 流媒体世界的品牌整合时代来临 report.
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该方法以传统的 30 秒插播广告为基准，根据持续时间和整合类型进行调整，从而得出有价值的、等值化的印象。由此得出的指标既能说明交付情况，也能说明增量到达率。重要的是，该指标提供了 SVOD 领域品牌整合价值的全面可见性。这种可见性意味着广告商和广告代理公司现在可以知道他们是否达到了目标，是否得到了他们所支付的费用。
