Rembrand, which sells in-content advertising, has published headline results from a study it ran with Omnicom Media. The test covered 1,559 TV streamers aged 18 and over, used an A/B controlled design and spanned two verticals, CPG and tech. Rembrand defines in-content ads as brand placements added to professionally produced video in post-production, in, on and around the content viewers already chose to watch.
The page reports four numbers. Message retention was 1.5X stronger when in-content ads joined video ads. The “brand is premium” lift was 4X stronger. Among viewers who avoid ads, the share saying the ad “grabs my attention” rose 9 points. Rembrand frames the group as large: it cites Omnicom Intelligence research from 2026, titled From Tuned Out to Leaned In, saying 65% of consumers avoid ads to some degree.
The study’s four sections cover why in-content, pairing with video, reaching ad avoiders, and the sequence that makes the format work harder. Rembrand says its own system finds the scene, packages it for sale and renders the brand, with the steps named MINT, VISTA and AI Studio.
Our read: the numbers are multiples and point changes without their baselines. The public page does not give the sample size per test cell, the brands tested, or what “lift” measured, and the full study sits behind a form. A buyer weighing the format should request those three items first, since a 4X lift on a low starting number reads very differently from one on a high number. The study also compares in-content ads paired with video against video, which says nothing yet about in-content ads bought alone. Our recent pieces on Events and Brand Lift Just Got Their Own Ledger and Measurement Disputes Are Moving From the Number to the Definition cover why the definition of lift decides what a result means.
Source: Rembrand, “Beyond Interruption: How In-Content Advertising builds brands”
