• by Wayne Friedman , Staff Writer, April 22, 2026

Traditional ad messaging attached to program content -- contextualized marketing -- is still important to viewers, especially when it comes to a brand’s values.

A new study finds that 74% of respondents feel a brand’s values “significantly influence” their purchasing decisions, and almost one-third call them "critical," according to VideoElephant, a video content aggregator.

According to the study, this means contextual connection between a video ad and its adjoining content delivers a positive brand perception -- four times the brand lift compared to industry averages.

In addition, 60% of consumers believe the content that appears alongside an ad is a direct reflection of a brand’s core values.

Engagement is key, and 70% of consumers say they have taken direct action — from discovery to purchase — after engaging with video ads across any platform.

The study also found that 80% of consumers are more receptive to advertising when three relevancy markers align: personal relevance, content adjacency, and physical venue.

The research points to the need for “multiple” channels to make an impact for brands -- that it provides “reinforcement” for consumers: 53% of respondents agree to this.

Talker Research produced the survey for VideoElephant, conducted with 2,000 adults across age, gender and region with a double opt-in online panel in October/November 2025.

VideoElephant creates and manages free, ad-supported streaming television networks, (FAST) channels. It also has a CTV network for out-of-home locations.