Beyond Interruption: How In-Content Advertising Builds Brands, a new study from Omnicom Media Partner Intelligence and Rembrand, explores how In-Content Advertising (ICAs) can complement Traditional Video Ads to create stronger connections between brands and audiences.
The research found that, when paired with Traditional Video Ads, ICAs delivered 1.5X stronger message retention, 2X greater impact on search intent, and 4X stronger premium brand perceptions compared to Traditional Video Ads alone. Content quality also matters, with the combination delivering a 4.7X greater impact on purchase intent in higher-quality programming environments.
In this study, dive deeper into:
- How ICAs and Traditional Video Ads work together
- The impact of ICAs on brand and consumer outcomes
- How content quality amplifies advertising effectiveness
- Strategies for creating more connected brand experiences