Branded Content Scores Better Than Pre-Roll

Digital branded content has better recall than pre-roll advertising, reports a Nielsen study.

Nielsen analysis says branded content generated an average of 86% brand recall among viewers, compared with 65% from the pre-roll ad.
Examples include 2016 Webby winner AirBNB: Love Is Welcome Here and Jimmy Fallon's teaming with GE.

In addition, the lift in brand perceptions was higher for branded content than pre-roll across other key performance indicators -- affinity, purchase intent and recommendation intent.

For example, affinity for branded entertainment averages 28% and 18% for pre-roll; purchase intent, 14% for branded content; 11% for pre-roll; and recommendation intent score 20% for branded content and 16% for pre-roll.

Nielsen also notes branded content impact on future TV-video episodes is positive -- a 40% score for those who will “probably will” or “definitely will” when it comes to intent to view.

Brand content marketers that work with publishers in a partnership saw a brand lift that was 50% higher on average than those marketers that distributed branded content on their own.

Nielsen analysis came from consumer reactions to more than 100 pieces of branded content.

Next story loading loading..