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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).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


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