‘Branded Content vs. Pre-Roll Ads: Which Channel Is More Effective?’ – MarketingProfs

Ayaz Nanji says, “Consumers are significantly more likely to recall brands after seeing sponsored content than after seeing pre-roll video advertisements, according to recent research from Nielsen.

The report was based on data from a study in which consumers were shown 100 offerings from companies, including branded content (pieces that combine editorial and marketing messaging) and pre-roll ads (promotional videos that run before content the user has selected).

Some 86% of respondents recalled brands after being shown sponsored content, such as online videos that educate about topics while also integrating companies’ products/services.

Pre-roll advertisements garnered 65% brand recall.

Branded content also leads to a higher purchase intent than pre-roll ads (13% vs. 10%), as well as a higher recommendation intent (20% vs. 10%)”.

Branded Content vs. Pre-Roll Ads: Which Channel Is More Effective?

MarketingProfs