这是一个新兴媒体蓬勃发展的时代，营销人员正在转向播客、品牌内容和社交影响者营销等广告渠道，以跟上受众增长的步伐，并与新的受众建立联系。
For the past two years, Nielsen Annual Marketing Report global surveys show that as marketers continue to grow their ad spend across digital channels, podcasts, social media and native advertising attract the biggest increases. The Interactive Advertising Bureau (IAB) forecasts that podcast advertising will exceed $4 billion by 2024. eMarketer predicts that U.S. marketers will spend $7 billion on influencer marketing in 2024, up from $5 billion in 2022.
这是有道理的。与传统媒体相比，这些渠道有可能以较小的花费产生巨大的影响--这在任何时候都很有吸引力，尤其是在全球经济不确定的背景下预算捉襟见肘的现在。有了完美的播客插播点，您的品牌就能让超目标受众感觉自己是一个经过审核的解决方案，这些受众都是痴迷于美食的企业家，他们正在寻找一种更简便的方式来运送他们新生产的小批量辣酱。当然，细节决定成败。
In our 2023 Brand Lift Drivers report, we shared research on tailoring emerging media creative to get more value. The next piece of the puzzle is ensuring your measurement strategy captures the complete picture of performance.
虽然我们不再处于影响者、赞助内容或播客广告的狂野西部时代，但它们仍然是相对较新的渠道。新领域带来了不确定性。从历史上看，新兴媒体都有明确的衡量标准来证明参与度甚至转化率；然而，品牌建设的衡量标准却更加难以捉摸。
随着这些渠道继续巩固为营销组合的关键组成部分，了解它们对整个漏斗的影响将变得非常重要。这意味着要对品牌提升进行精确测量。
有效测量品牌提升的拦路虎
有几个因素导致新兴媒体渠道很难进行品牌建设测量。
- Channel inconsistencies
Podcasts, branded content and influencer marketing all have their own distinct set of metrics that, more often than not, don’t translate across channels. Views aren’t the same as listens, which aren’t the same as clicks. This makes it that much harder to get a 30,000-foot view of success as everything gets brought down to the channel level. - Siloed analysis
Spending enough money with a single publisher or platform can unlock access to one-off brand lift studies. While helpful, these studies only capture what occurred within the confines of the vendor’s channel. That leaves you having to string together a series of ad hoc studies to create a patchwork view of performance. - Limited research
While there are readily available industry benchmarks and best practices for established media channels, many working in emerging media are still flying blind. Nielsen’s research into brand lift factors for emerging media fills some of that knowledge gap. Still, the need—and expectation—for rigorous brand lift measurement in these channels will continue to grow as they prove durable marketing levers.
优先洞察上层渠道的回报
如果能对品牌建设目标进行精确测量，就能产生巨大的潜在影响，尤其是对新兴媒体而言。
品牌建设胜利带来销售投资回报率
It’s been shown time and time again that investing in upper-funnel, brand-building goals drives lower-funnel returns. The 2021 Nielsen Brand Resonance Report found that increasing awareness and consideration by one point drives a 1% increase in future sales. And in 2022, we discovered that increasing awareness and consideration by 1% can also decrease short-term cost per acquisition by 1%.
对漏斗顶部的投资就是对整个漏斗的投资。
通用指标揭示综合绩效
每个渠道都有自己的一套绩效指标，为了克服这种复杂性，我们可以采用一种已经在所有渠道中都有效的关键绩效指标：品牌提升。对于那些对新兴媒体空间感兴趣的人来说，这是一个加倍有用的指标，因为它们在实现品牌建设目标方面尤为出色。
就播客广告、品牌内容和影响者营销而言，平均帮助品牌回忆率超过 70%，品牌的熟悉度和亲和力也随着曝光率的增加而提高。
新兴媒体可在广告曝光后推动 70% 以上的品牌回忆率
| 平均水平 | 播客广告 | Influencer Marketing | 品牌内容 |
|---|---|---|---|
| 辅助回忆 | 71% | 79% | 81% |
| 熟悉度提升 | +3 分 | +5 分 | +5 分 |
| 亲和增益 | +6 分 | +9 分 | +9 分 |
来源：尼尔森尼尔森品牌影响规范 2023 年 1 月
一致性推动清晰度
You’re potentially missing out on a compelling performance story when you don’t track brand lift in a consistent way across platforms. It’s critical to understand, and quantify, the link between brand-building work and sales returns. What’s more, without consistent, holistic measurement, you may also lose out on insights into which investments are working and what’s missing the mark—no matter how new the channel is.
最终，新兴媒体变成了成熟媒体，新的渠道层出不穷。这就是营销生活的循环。这就意味着营销人员应优先了解这些新兴渠道以及随后出现的渠道的全渠道影响，以保持灵活性，并随时准备尽可能扩大影响。
