秘密成功的秘密：利用新興媒體打造品牌 Secrets of success - Building brands with emerging media

Secrets

ofsuccess:

Buildingbrandswith

emergingmedia

$5B

2022

Source:eMarketerInfluencerMarketingReport2022

Themediaindustry’sconstantevolutionisoneofitsgreatesttraits.Foraudiences,thegrowingabundanceofchoiceprovidesenoughvarietyforeverypreference.Celebritiescansendyouapersonalizedbirthdayvideo;comedianscanwalkyouthroughnotoriousmurdercasesviapodcast;andsocialmedia-famousinfluencerscanhelpyoutransform

yourwardrobe.

Ofcourse,whereveraudiencesgo,advertisersarequicktofollow.

Forthepasttwoyears,thesurveysNielsenfieldsforour

annualmarketingreports

highlightthatmarketerscontinuetoincreasetheiradspendingacrossdigitalchannels,

withpodcasts,socialmediaandnativeadvertisingattractingthebiggestincreases.

MarketresearchcompanyeMarketerforecastedthatU.S.marketerswouldspend

$5billion

oninfluencermarketing

in2022,projectingthatamounttoeclipse$7billionby2024.

Similarly,theInteractiveAdvertisingBureau(IAB)forecaststhatpodcastadvertisingwill

exceed$4billion

by2024.

Whilemostmarketershaveagoodsenseofthereachthatnewermediaoptionsprovide,themediaindustryhaslimited—ifany—researchabouttheireffectsonbrandlift.Thatlimits

marketers’abilitytoassesseffectivenessindrivingtheirtopgoal:raisingbrandawareness1.

1

2022NielsenAnnualMarketingReport

ForcastedU.S.spendoninfluencermarketing

$7B+

2024

Copyright?2023TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.2

Forexample,weknowfromNielsenadeffectivenessdatathatpodcastadshavethe

potentialtodrive13percentagepoints2improvementinbrandawareness.Similarly,weknowthatbrandedsponsoredcontenthasthepotentialtodrive10percentagepoints3

improvementinbrandawareness.Thosestatsalonesignaltheimmensepotentialof

Potentialpercentagepointimprovementinbrandawareness

thesemediaoptions.But,theydon’tidentifytheattributesthatactuallydrivebrandlift—

thesecretsaucethathelpsadvertisersdevelopbrand-specificcreativethatwilldrive

thosemetrics.

Theknowledgegapbetweenunderstandingthatamediachannelhaspotentialandhowto

capitalizeonthepotentialmightbeafactorinwhymarketersviewpodcastandbranded

contentadvertisingasrelativelylowineffectiveness1.

Thegoodnewsisthatwe’veidentifiedthefiveelementsthatdrivebrandliftinemerging

media,andtheycanbeappliedtoadvertisingcreativeacrosspodcasts,influencer

marketingandbrandedcontent4.

2Nielsenpodcastbrandimpactnormsdatabase,Q42022

3Nielsenbrandedcontentimpactnormsdatabase,Q42022

4Brandedcontentreferstosponsoredcontentthatabrandpaystohaveplacedonachannelitdoesnotown.

Inthisreport,brandedcontentisalsoreferredtoasnativeadvertising.

Podcastads

Brandedcontent

+13

+10

Nielsen

Copyright?2023TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.。

Thefivedriversforemergingmedia

9.4%

38.7%

37.5%

Enjoyability

Captivating

Relatability

Non-negative

Baselinebrandawareness

Enjoyability

Brandrecall

5.5%

3.5%

5.5%

Identifyingwhatdrivesbrandliftinemergingmediaisnosmallfeat.Togetthere,we

exploredmorethan1,000U.S.campaignsacrosspodcasts,socialmedia(influencer)and

brandedcontenttopinpointthefiveattributesthatmovetheneedleforbrands:

Emergingmediabrandliftdrivers

Averagepercentageofinfluenceindrivingbrandlift

Brandrecall

Amongthefive,brandrecallismostimportant—influencingnearly40%ofbrandliftin

emergingmedia.Itmakessense:Ifaudiencesdon’trememberthebrandbehindanad,it

Non-negative

Captivating

Relatability

won’thaveanimpact.Whilethisfindingmightseemobvious,itremindsusthattherulesof

goodadcreativeintraditionalmediaareequallyapplicableinemergingmedia.Advertisers

alsoneedtokeeptheimportanceofbrandrecalltopofmindastheycedesomecreative

controlinemergingmediatothecontentcreators.

Copyright?2023TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.4

Inaggregate,thesefivedrivershighlightthat

Enjoyabilityrankssecondinoverallimportance,followedbytheotherthreeattributesthat

carrylargelythesameweightintheirabilitytodrivebrandlift.Inaggregate,thesefive

drivershighlightthatbrandsdon’tneedtogoviraltoraiseawarenesswithconsumers—

althoughtakingovertheinternetforafewdayswouldcertainlyboostbrandaffinity.

Giventhataudiencesmayhaveindividualinterpretationsfortermslike“enjoyable”and

“captivating,”it’simportanttonotethatthestudydatareflectsurveyresponsesandfactor

analysesrelatedtothem.Inmostcircumstances,theinterpretationsreflectaudience

responsestospecificbrandorcampaignexposures.

Forexample,asportsdrinkadmightinvolveanathleteinvolvedinahigh-tension

sportsmatch,whichwouldlikelyleadresponsestoleanmoretoward“captivating”than

“enjoyable.”Comparatively,“enjoyability”ismorecloselymappedtoattributesassociated

withentertainment.

For“relatability,”thefocusisontherelationshipbetweentheaudienceandthetalentas

apartofthecontent—theonedeliveringthemessage,suchasapodcasthostorsocial

mediainfluencer.Andwhenitcomesto“notnegative,”theemphasisisonbrandliftrather

thanexposure.Forexample,weknowthatnewsheadlinesaboutatragedyarelikelyto

createasignificantamountofawarenessamongaudiences.Butfromabrandperspective,exposuretonegativityinacontrolledenvironmenttypicallyleavesaudienceswithalower

opinionofabrand.

don’tneed

brands

togoviral

toraiseawarenesswithconsumers.

Nielsen

Copyright?2023TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.5

UnderstandinghowKPIs

drivebrandlift

Onceweidentifiedtheattributesmosteffectiveatdrivingbrandlift,weexploredhow

thesedriversinfluenceindividualbrandmetrics,suchasfamiliarityandpurchaseintent.

Asweshared,“brandrecall”isthebiggestfactorwhenitcomestodrivingpurchaseintent(44%).However,thatoutcomehingesonabrandhavingaslightlyabove-averagebaseline

awareness(i.e.,familiaritywithoutanyadexposures)amongaudiences.

BrandliftdriversbyKPI

So,abrandneedstohaveaslightlyhigherbaselineawarenessamongaudiencesforanad

orcampaigntogeneratethislevelofpurchaseintent.

Inlookingatthestudyresults,weseethat“enjoyability”isgreatfordrivingbrand

familiarityandrecommendationintent,while“brandrecall”hastheleastimpactindriving

familiarityandbeing“notnegative”hastheleastinfluenceonpurchaseintent.

Familiarity

Affinity

Purchaseintent

Recommendationintent

31%

35%

15%

8%7%5%

43%

39%

6%5%4%4%

40

%

44%

8%3%4%

1%

37

%

38%

9%

6%7%4%

020406080100

BaselineawarenessRecallEnjoyableCaptivatingRelatableNotnegative

Note:TheinfluenceofbaselineawarenessonkeyKPIsvaries.Forexample,it’slessofafactorindrivingbrandfamiliaritythanitisindrivingpurchaseintent.

Copyright?2023TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.。

Theimpactofbrand

strengthonKPIgrowth

Inadditiontoidentifyingthespecificdriversofbrandlift,weexaminedbrandliftpotential

basedonhowstrongbrandsalreadyare.Somewhatintuitively,wefoundthatwell-liked

brandshavelessroomtogrowbrandlift,aswellasotherKPIs,becausetheywerealready

startingatahigherrung.

Takeaffinity,forexample.Acrossourstudy,theaverageliftinbrandaffinityaftersomeone

wasexposedtoanadwas7points.However,amongwell-likedbrands(thosewith

baselineaffinitylevelsof76%orhigher),theaverageliftwas3points,withjust14%abletogainmoreliftthanthestudyaverage.Attheotherendofthespectrum,two-thirdsofbrandswithbaselineaffinityscoresof50%orlesswereabletoboosttheirscoresby7or

morepointsthroughemergingmediacampaigns.

Two-thirdsofbrandswithbaselineaffinity

scoresof50%orlesswereabletoboosttheirscoresby7ormorepointsthroughemergingmediacampaigns.

Mediabrandliftbybaselineaffinityscore

Percentofstudiesthatachievedabrandliftof7ormorepoints

Medianaffinitylift

Baselineaffinity

N/A

7points

Average

0-50%

8points

66%

51-75%

6points

42%

76%+

3points

14%

Amongmarketers,brandbuildingandnewcustomeracquisitionremaintoppriorities—

prioritiesthatdependonunderstandinghowtheiradsaffectbrandlift.Somewhat

surprisingly,researchintheannual

CMOSurvey

hasfoundthatonly

3%ofmarketers

measurebrandequityconsistently.

Youcan’tmanagewhatyoudon’tmeasure.Marketerswillremainunabletoassessbrand

equityiftheydon’ttrackit.Andweknowfromrecentyearsthatthemediaindustrywill

continuetowelcomenewplatforms,channelsandservicestoengagecontent-hungry

audiences.Andnow,withinsightintowhatdrivesbrandliftinemergingmedia,advertisers

andagencieshaveaclearblueprintformeasuringbrandequity—andhowtoimproveit.