A study from Nielsen has found that brands and marketers need to be more creative with video content. The research has identified that the success of a video is determined by the format in which the content is delivered, and the environment it is delivered in. Harry Brisson, Director of Lab Research at Nielsen, said that “there's no 'one size fits all' when it comes to creating impactful branded content”, but there are best practices that can be used. The study found that branded content drives 20% higher brand recall than pre-roll ads, that if a user enjoys content the brand will be viewed more highly, and that partnering with a publisher increases the impact ads will have.Â
