ニールセンによると、2012年12月、アメリカ人は3,600億分以上をオンラインで過ごし、なんと246億本の動画をストリーミングしました。この膨大な時間帯は広告主にとって大きなチャンスですが、消費者の選択やメディアがデバイス間やデバイス内で拡大するにつれて、オンラインで消費者と有意義なつながりを築くことは困難な場合があります。広告主がオンラインで新しい機会を模索する中、最近の調査では、長さ制限のない、コンテンツベースのユーザーが開始する新進の広告フォーマットであるネイティブ動画広告の力が浮き彫りになっています。

ニールセンの新しいケーススタディによると、ネイティブ動画広告は、天然フレーバーの清涼飲料ブランドであるJarritosを含む5つの主要な広告主にとって、ブランドリフトを促進する上で成功した選択肢であることが証明されました。

Sharethrough, an online video advertising distribution company, tapped Nielsen Online Brand Effect to compare the effectiveness of its native video ads in affecting brand lift metrics like awareness, purchase intent and favorability with that of the popular pre-roll video ad unit, which plays automatically before video content. For the study, Sharethrough served the same creative message in both pre-roll and native advertising formats for all five advertisers’ campaigns, though the pre-roll ads were restricted to 15 or 30 seconds in length.

In the case study, native video advertising outperformed pre-roll ads for all five advertisers, regardless of the campaign’s category or marketing objective. For instance, the findings from the Jarritos campaign, whose primary marketing objective was to drive brand favorability, showed that:

• Native ads generated 82% brand lift among users exposed to the ads.
• Pre-roll units generated 2.1% brand lift among users exposed to the ads.

In an increasingly fragmented and crowded media landscape, understanding which creatives, publishers and ad formats resonate most with your audience can mean the difference between elevating your brand lift and wasting crucial ad dollars. Whenever possible, test the brand impact of each element to determine which one most effectively gets your message across.

For the full case study, including additional findings for Jarritos as well as a leading consumer packaged goods advertiser, click here.

方法論

Nielsen Online Brand Effect, formerly Vizu Ad Catalyst, allows advertisers to collaborate with their digital media ecosystem around optimizing brand lift metrics in real-time. Consumer sentiment is captured through a web-poll that asks each consumer sampled a question to measure how the campaign performed against its primary objective. An intuitive, web-based dashboard shows the performance of the add in reach the primary objective as well as other key campaign elements driving overall brand lift – creative, frequency, and audience segments.