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%).
About the research: 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 the content the user has selected).
