New research, detailed in our 2023 Brand Lift Report: Building Brands with Emerging Media, confirms that brand recall—what audiences remember about a brand—is just as critical to driving brand lift in emerging channels like podcasts, influencer marketing and branded content as it is in more traditional ones. In fact, when we look at the top five drivers of brand lift across these channels, nothing is more important than brand recall. While somewhat intuitive, this finding highlights that brands need more than just creativity in their advertising.
在知名度和购买意向等品牌提升基准方面，品牌回忆的重要性甚至略高于人们对品牌的基本认知。从五个关键驱动因素和基线认知度来看，在新兴媒体中，品牌回忆对品牌提升的影响为 38.7%；基线认知度位居第二，为 37.5%。
追踪新兴渠道中品牌记忆的价值
Understanding the importance of brand recall in emerging media channels comes at an important time, as global marketers continue to increase their ad spending across digital channels, with social media, native advertising and podcasts leading the way. According to the global survey Nielsen fielded to support our 2023 Annual Marketing Report, global marketers plan to increase their spending across these three media types as follows:
- 社交媒体：计划增加 59
- 原生广告：计划增长 48
- 播客：计划增加 38
这些计划中的增长反映了受众对数字渠道的参与度不断提高，以及全球营销人员继续将重点放在品牌知名度和新客户获取上--自 2020 年以来，我们在尼尔森发布的每一份年度营销报告中都看到了这一稳定的趋势。
新兴媒体在推动品牌整体提升方面的作用
For brands, leveraging these emerging marketing channels can be a gamechanger when the goal is raising awareness. Advertisements in podcasts, for example, have the potential to boost brand awareness by 13 percentage points1. From a brand awareness perspective, podcast advertising touts an aided recall rate of 71%, significantly higher than the 50% associated with people who aren’t exposed to an ad.
Podcasts, like influencers, offer brands the opportunity to convey their messages through an industry voice instead of their own, which speaks to the uniqueness of these channels. From a brand awareness standpoint, however, Nielsen 播客广告效果 data shows that host-read ads perform just slightly better than non-host-read ads. Within the podcast space, host-read ads have a bigger impact in mid- and lower-funnel activations.
Influencer marketing and branded content present similar opportunity, as they have the potential to improve brand awareness by nine and 10 percentage points2, respectively. From a brand awareness perspective, influencer marketing boasts an aided recall rate of 79%, notably higher than the 62% unaided recall rate. Similarly, branded content touts an aided recall rate of 81%, significantly higher than the 63% unaided recall rate.
Despite the economic headwinds at the start of the year, nearly 70% of the global marketers surveyed for this year’s annual marketing report expect their budgets to increase. And with a focus on awareness and customer acquisition, marketers are focused on channels that are attracting larger audiences. In the U.S. for example, marketers spent $43.1 billion3 on social media last year, up from just $20.6 billion a year earlier. By tracking brand recall performance, you’re setting up the rest of your funnel up for success. And by understanding emerging media’s role in delivering brand recall and overall brand lift, you have a sharper sense of how to widen your mix and use each channel to their best advantage.
For additional insights, download our 2023 Brand Lift Report: Building Brands with Emerging Media.
说明
1 Nielsen podcast brand impact norms database, Q4 2022
2 Nielsen branded content impact norms database, 2018-2022
3 尼尔森Ad Intel
