Nielsen reports that brand recall and brand lift are typically higher with branded content as opposed to pre-roll ads. The findings are key as consumers use more ad-blockers.
Marketers have always believed brand content performs better and the findings back that up, reports MediaPost.
More than 198 million consumers used ad blockers in 2015, according to PageFair, which tracked ad-blocking at a 40+ global rate.
Ad blocking technology cost publishers nearly $22 billion in 2015, and the use of it grew by 48% in the U.S. that same year.
In contrast, branded content can’t be blocked. Nielsen reports 86% of viewers recalled branded content, compared to just 65% for pre-roll ads.