WHY "TV + IN-CONTENT" ADVERTISING ?

WHY "TV + IN-CONTENT" ADVERTISING?
Why TV+ICA (In-Content Advertising) is far more effective than TV by itself
A quick infographic to show you why "TV + In-Content Advertising (ICA)" is the way to think about your video advertising mix.  You may be content with your TV and CTV advertising, but packaging ICA in the mix has massive positive impact on all your metrics.  From reach and awareness to consideration and sales.  Find out more by reading below and let us show you how you can get ICA in the mix with your media partners.
Reason 1: The Core Amplification Effect
Kantar's Brand Lift Insights methodology used live control/exposed research design across US, UK, and German campaigns. When In-Content Ads were added to TV spot campaigns, every brand metric increased significantly.
+19%
Ad Awareness
+7%
Consideration
+7%
Favorability
These are incremental lifts on top of already high baselines for strong brands, making them particularly notable in the competitive media landscape and demonstrating why TV+ICA is a better solution than just TV.
All data above sourced from recent campaign.
Reason 2: Sales and Purchase Impact
Kantar used a re-contact methodology, surveying the same respondents up to 30 days post-campaign to measure actual consumption and purchase behavior. This bottom-funnel evidence connects brand metrics directly to consumer spending.
Consumption Rate
56% exposed to in-content advertising consumed the product vs. 34% for TV spot only
+65% increase in consumption (used)
Purchase Rate
58% exposed purchased the featured product vs. 44% for TV spot only
+31% increase in purchases (bought)
Average Cart Value
56% spent over $6 more per cart in retail when exposed to TV+ICA vs. 45% for TV spot alone
+24% higher average retail cart value
Reason 3: Attention & Reach Advantage
Virtual placements become structural rather than just incremental. In-Content Ads deliver +22% to +49% higher audience compared to TV spot breaks because the brand appears within programming content itself—no audience drop-off from ad breaks, no lost attention, no "picking up your phone and not paying attention".
67%
TV Content
Visual screen focus
33%
TV Advertising
Visual screen focus
84%
VOD Content
Visual screen focus
12%
VOD Ads
Visual screen focus
2.8x Multiplier
TV spot = 33% net attentive audience.
TV+ICA = 93% net attentive audience.  
TV+ICA drives a dramatic attention advantage.
89%
Of the audience leaves the room during ad breaks
88%
Of the audience skip ads when possible (we all do)
81%
Of the audience switch channels during commercials
Reason 4: Cumulative Frequency Exposure
Kantar research demonstrated that higher frequency of In-Content exposure drives progressively stronger results, particularly down-funnel. The jump to 94% consideration at 30+ cumulative seconds supports always-on In-Content campaigns (whenever you run TV/CTV ads, make sure to ask your media partner for ICA tooI.
Reason 5: Consumer Sentiment Favors the Format
Audience preference is now a key factor in media budget allocation decisions. The data strongly favors in-content advertising, with viewers 7x more likely to prefer in-content ads over CTV spots.
75%
Like In-Content Format
vs. only 12% who enjoy traditional advertising
84%
Natural Fit
Said placements fit naturally into programs
78%
Not Distracting
Found placements unobtrusive
—
75%
Innovative
Perceived format as innovative
—
Positive Ad Experiences Drive Purchase
45% store purchase rate from positive experiences vs. 35% with negative.  ICA drives higher ROI.
42% online purchase for exposed vs. 26% online purchase un-exposed to In-Content Advertising. 
64% higher cart additions.
Reason 6: Contextual Relevance and Emotional Targeting
Lancaster University eye-tracking study found contextually relevant integrations drove +40% increase in product views and +20% higher ad recall. Brands can leverage emotional power of content in ways traditional commercial breaks cannot.
Sad Scenes
+27% perceived price increase for food brands during emotionally charged sad moments
Anticipation Scenes
+6% brand value lift for automotive brands during anticipation moments
Rage Scenes
+22% perceived value increase for CPG brands in rage scenes
SparkNeuro lab research using EEG, facial coding, eye tracking, and galvanic skin response revealed significant lifts in perceived brand value when insertions occurred during emotionally charged scenes.
Bonus: Complementary Brand Placements
Kantar found that placing two complementary brands in the same scene actually performed better for both brands than singular placements. This opens up shared inventory opportunities that can reduce costs while increasing effectiveness.
Ad Awareness
+6 ppt higher at 62%
Favorability
+4 ppt at 83%
Purchase Intent
+3 ppt at 81%
The Strategic Rationale
Virtual In-Content placements create win-win scenarios: brands achieve better performance at potentially lower costs through shared placements, while media companies unlock new monetizable inventory within content.
The Complete Picture
Virtual In-Content placements aren't a replacement for TV spots—they're an amplifier. 
The combination addresses several structural challenges simultaneously and turns every scene into a potential touchpoint without negative perception baggage.  Viewers like brands in scene, and your other ads get a boost.
This strategic approach creates value across the ecosystem: media companies gain new monetizable inventory, brands achieve superior performance metrics, and consumers enjoy less intrusive advertising experiences.
For Brands
Superior metrics across awareness, consideration, favorability, and actual purchase behavior with better consumer sentiment
For Media Companies
New revenue streams from in-content inventory without disrupting viewer experience or programming flow, all while delivering higher average deal size with advertisers
For Consumers
Less intrusive advertising that feels natural, innovative, and contextually relevant to content they're already enjoying