Kantar MillwardBrown

4.
No brand means no impression

An engaging video ad without branding won’t add value to the brand

SHORT TERM SALES INCREASE (%)

Even emotionally engaging ads need a level of brand involvement, particularly in digital where skippable formats give just seconds to make an impact. Brands that take an emotional route often overlook the need for branding. Kantar Millward Brown research over the last 25 years finds that ads with high branding typically deliver strong sales effects compared to those with low branding. The challenge for marketers is to make the story fit the brand.