Standardized metrics for branded integrations will help media owners, marketers and brands capitalize on additional advertising opportunities
Nielsen’s Branded Integration Intel seeks to standardize the way product and brand exposures are valued across screens and devices. While media owners, brand and advertisers recognize that branded integrations are a valuable way to reach consumers, many have lacked the tools and understanding needed to accurately compare, measure and ultimately monetize their true value.
By introducing the industry’s first standardized metrics, Nielsen’s Branded Integration Intel—which will capture, measure and, finally evaluate these brand exposures—will enable networks and marketers to effectively research within an ecosystem that provides qualitative, apples-to-apples comparisons across devices, integration and content over linear TV, subscription-based video on demand (SVOD) and short-form video.
The solution will also allow the industry to uncover insights into how these campaigns compare to that of media exposure via traditional TV advertising—an over $61 billion business during the last full TV season.
“On-screen branded integrations represent a unique opportunity for media owners and marketers alike to cut through the clutter and we are seeing brands take advantage of this relatively untapped inventory. Last TV season we saw 611 different brands engaged in on-screen branded integrations, up from 574 during the 2013-14 season. Nielsen’s Branded Integration Intel offers media owners a monetizable revenue stream and gives brands a chance to reach their best consumer, build brand loyalty and drive ROI,” said Renee Plato, SVP, Media Solutions and Innovation, Nielsen (pictured top left).
Specifically, Nielsen’s Branded Integration Intel solution will analyze every exposure to understand quality, including such factors as size, location, duration, brand hits and impact. It will then evaluate and “score” the resonance of the exposures as a way to value these exposure(s) at both individual and aggregate levels. For instance, Nielsen’s Branded Integration Intel will determine the marketing impact if a cast member of a sitcom sips a popular soft-drink with only a partial logo visible on the bottle and appropriately score this impact alongside an integration of an automobile in the background of a scene from a streaming series.
“We worked with Nielsen and a leading global agency to develop YouTube-specific integration scoring using Nielsen’s Branded Integration Intel solution. This allowed us for the first time to quantitatively assess the value of brand placements for YouTube creators and brands. We scored hundreds of videos across a range of product categories, finding that brand integrations with YouTube creators drive lifts in brand familiarity, brand affinity, and purchase intent,” said Matthew Williams, Global Head of Creative Impact for YouTube.