Source: Adweek
Nielsen is trying to level the playing field when it comes to integrations, launching a new metric it says will help marketers and publishers standardize brand mentions across platforms.
Nielsen Branded Integration Intel is the first standardized metric to chronicle, measure and evaluate brand integrations—as well as any appearance or mention of a product—on linear TV, short-form video and subscription-video-on-demand (or SVOD) services like Netflix. The metric will help networks and marketers determine how the media exposure from such campaigns compares to traditional TV advertising, which Nielsen says should ultimately lead to more accurate monetization of integrations.
Nielsen Branded Integration Intel will analyze and “score” every exposure of a brand in content, including factors like size, location, duration, brand hits and impact.
“We’re helping clients understand the nature of their brand integration in a way they haven’t been able to,” said Renee Plato, svp media solutions and innovation, Nielsen.
Nielsen Branded Integration Intel “is a diagnostic for understanding how the impact of the brand exposures drives brand recall,” Plato said. “The stronger the score, the more effective recall the brand has achieved.”
The metric covers six different types of classifications, including verbal mentions, passive versus active (whether a brand is in the background or more prominently featured), and unbranded versus branded (whether a brand and logo are visible or whether a specific brand is just suggested by contextual clues like the shape and color of a product). The exposures are then broken down further, looking at the size of the brand, location—closer to the center of the screen drives better memorability—and prominence.
The offering has quietly been in the market for the past six months, as Nielsen is working with 12 clients, covering networks, digital publishers, agencies and brands.
