Research Recap:

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The Power of In-Scene Media & Virtual Product Placement

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Key Learnings from Kantar Brand Lift Studies

Traditional advertising faces new challenges as consumers shift their preference toward non-disruptive ad experiences. Rather than relying on skippable ads, brands are now turning to In-Scene Media & Virtual Product Placement to seamlessly integrate branding into content.

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Across a number of brand lift studies covering In-Scene Media integrations, Rembrand and Kantar found that this approach significantly increases brand awareness, recall, message association, and purchase intent.

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Key Findings from Kantar’s Brand Lift Studies

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1. Significant Increases in Brand Awareness & Recall
   
   
   1. Unaided Brand Awareness (First Mention)
      
      • Rembrand’s In-Scene Media outperformed Kantar norms by 1.3x.
      • 510% increase in unaided awareness after exposure.
      • Control group: 12% → Exposed group: 32%
      • 15 of 21 videos showed statistically significant increases
        
        
   2. Unaided Brand Awareness (Any Mention)
      
      • Rembrand’s In-Scene Media outperformed Kantar norms by 1.5x.
      • 404% increase in unaided awareness.
      • Control group: 19% → Exposed group: 39%.
      • 14 of 21 videos showed statistically significant increases.
        
        
   3. Online Ad Awareness
      
      • 20% increase in recall of brands featured in In-Scene Media.
      • Control: 42% → Exposed: 49%.
        
        
2. Increased Consideration & Purchase Intent
   
   
   1. Consideration Intent
      
      • 7% lift in the likelihood of purchasing or using the brand.
      • Control: 60% → Exposed: 63%.
        
        
   2. Purchase Intent
      
      • 60% of respondents indicated intent to purchase after exposure.
        
        
3. Improved Message Association & Brand Differentiation
   
   
   1. Message Association
      
      • 49% increase in correct brand-message connection.
      • Control: 35% → Exposed: 49%.
        
        
   2. Brand Differentiation
      
      • 1.8 higher than Kantar norms, proving that In-Scene Media helps brands stand out.
      • 64% of respondents said the brand felt different from others after exposure.

Why Consumers Prefer In-Scene Media Over Traditional Ads

• 66% of respondents preferred In-Scene Media placements over traditional ads.
• 58% felt more positive about brands integrated naturally into content.
• 60% showed increased interest in the brand post-exposure.
• 66% expressed a stronger preference for brands using this advertising format

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Why It Works

• No interruption → Branding is part of the content, not an ad break.
• Higher engagement → Viewers actively watch because the branding feels natural.
• Better brand perception → Consumers associate brands with entertainment, not ad fatigue.

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It’s Clear: In-Scene Media Drives Higher Brand Engagement

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Findings from Rembrand & Kantar’s studies prove that In-Scene Media & Virtual Product Placement outperform traditional digital ads by:

• Increasing brand awareness by over 500%.
• Boosting ad recall and message association by nearly 50%.
• Improving purchase intent and consumer engagement.
• Delivering a seamless, non-intrusive brand experience that viewers prefer.

As digital ad fatigue continues to rise, brands must evolve their strategies to stay relevant. In-Scene Media isn’t just the future—it’s already driving real results today.

Contact us today to explore how we can integrate your brand into content that resonates with audiences, ensuring meaningful engagement and measurable results.

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