As per the Reach and Advertising impact study by Nielsen, the Top 20 percent of users consume 52 percent of media in terms of the time spent. Furthermore, the Top 20 percent of media users consume 83 percent of Smartphone Video and 87 percent of Stream on PC.
Takeaway
Reach based Targeting such as Radio and Television is less likely to reach the heaviest users. According to the report, “For AM/FM radio as well as live and time-shifted television (the top two platforms for monthly reach), the top group of users drive a much lower percentage of the total usage.”
Conversely targeting the audience based on Time Usage is likely to deliver impressions with the heaviest usage segment, reaching them multiple times, without bringing in the desired reach.
According to Nielsen’s “Total Audience Measurement” the media universe a myriad of choices for advertisers. Among newer media options, Social Media on Smartphones and Apps and Web targeting on Smartphones are possible reach building options.
At the same time, Branded Content has proven to be more effective than pre-roll advertising for Brand performance metrics by delivering results on Affinity, Purchase Intent and recommendation intent. Examples of Branded Content include online video series that educate viewers on a topic while featuring a brand to integrations within a TV show that include special story arcs to highlight specific products.
According to Harry Brisson, Director of Lab Research at Nielsen“While there’s no ‘one size fits all’ when it comes to creating impactful branded content, we’ve identified some common themes in our research and content testing that can be used as best practices for making content resonate with audiences.”
Takeaways
The five keys for successful Branded Content are Excellent Central Personality, Connection with the audience, Unique and original content, Alignment of Brand and content and Emotional Audience Engagement.
Branded Content has a positive impact on Brand performance. Engaging content, with higher intent to view future episodes has a positive impact on Brand favorability.
Partnering with Publishers brings better return for Brands publishing content as it provides context and publisher’s loyal audiences that Brands can target.
Key Insight For Marketers and Advertisers
Branded Content can increase the engagement rate with your Target Audience. However given the Pareto Principle for Smartphone video, Brands looking at building reach for their awareness campaign are less likely to target the heaviest users. The heaviest users may be your engaged audience however, replicating the profile of heaviest smartphone video users may limit the reach of your campaign. Targeting heavy users for your reach campaign may also prove to be very expensive. Thus it is important to look at building reach by targeting users beyond the existing heaviest users.
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