How manufacturers can deal with advert avoidance – Nielsen

The ability to engage and inspire consumers requires innovative thinking, and brands around the world strive to stand out from the crowd by creating ads that consumers simply cannot avoid. Aside from high standards, however, we know that there will always be at least some resistance to advertising – no matter how inspiring it may be.

Advertising remains critical to the media industry, but the growing range of content options presents advertisers with two main challenges: 1) consumers do not all experience the same content, and 2) ad-free experiences are available – for a price – and attractive to many.

While brands shouldn’t give up their traditional advertising strategies, they certainly need bespoke initiatives to engage with their audiences – especially since the media landscape is fragmented across platforms and services. There is an opportunity to develop strategies that are more focused on traditional advertising.

From an engagement perspective, branded content can be an effective alternative as it is typically designed to resemble editorial content and non-traditional advertising. Given the increased focus on storytelling and branded journalism in this type of content, SMB studies of branded content effectiveness have found that branded content viewers are 62% more likely to respond positively than those who see 30-second TV ads. The majority of respondents say that branded content makes them more engaged, relevant and helps them remember the brand.

Branded content viewers are 62% more likely to respond positively than viewers who see 30-second ads.

Immersive gaming experiences are another growing opportunity for brands, including those not closely related to video game culture. Mastercard is an example of a brand that many would not associate with esports, but has significant advantages in this area. Mastercard’s integration with Riot Games’ League of Legends Championship (LCS) franchise allows players not only to reach audiences different from their traditional clientele, but also to save their card and use it for the E. -Commerce to use in game.

Despite the growing supply of newer marketing options, marketers surveyed for this year’s SMB Marketing Report said they weren’t interested in new ad formats like brand integrations and product placements. These options are seen as not very important or very important by only 19%, while 31% consider them very difficult or impossible to measure.

Many advertisers are still struggling to measure their marketing effectiveness, especially in nontraditional areas like brand integrations or product placements. These strategies in television programs and films are not new, but evaluating their impact has long been a challenge.

To help in this regard, given the advent of ad-free SVOD programming, SME developed a metric that allows SVOD brand integrations to be tracked in a way that puts them on the same terms as traditional advertising – using the traditional 30 -Second commercials as the baseline.

SME examined the viewing habits of the Netflix program to show how agencies and brands can leverage this data. Cobra Kai In the first four weeks after the stream was made available, the equivalence values ​​of the brand integrations could be evaluated. Coors is the most prominent brand on the program, and the show’s main character, Johnny Lawrence, drinks a lot of it. This preference pays off. Coors appearances garnered nearly 170,000,000 rated and equivalent impressions from viewers over the age of 21 in the first four weeks of the program’s availability on Netflix.

Marketers also have incremental reach through branding integrations into SVOD content. It is important that traditional television continue to reach a wide range of consumers, but a significant proportion of streamers do not watch linear television. In the period between 08/28/2020 and 09/03/2020, for example, 10.4% of streamers watched linear television. Cobra Kai viewers did not watch linear television. This means that understanding channel preferences and engagement has never been more important for brands wanting to engage with media-savvy consumers – across SVOD platforms and all other channels.

Get additional insights by downloading our Advertiser Playbook. This document identifies the major challenges for advertisers and shows how they can be solved.

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