by: Sahil Patel
For brands still on the fence about sponsoring or creating branded content with YouTube creators and networks, Tastemade, a network devoted to food and travel content, has some data for you: Sponsored content produced by Tastemade nabs higher brand recall, brand affinity, purchase intent, and “positive brand perception” when compared to 30-second pre-rolls and regular TV spots.
The data comes from Nielsen, which was commissioned by Tastemade to measure the effectiveness of its sponsored content versus that of the more traditional forms of video advertising. In the study, 800 people were asked to watch two of Tastemade’s branded original series, a broadcast sitcom with a full commercial load, and online short-form content with 30-second pre-rolls interspersed throughout. They were surveyed twice, both prior to and after the viewing session.
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