Tastemade Content Boosts Brand Perceptions for Sponsoring Advertisers

Commissioned Nielsen Study Finds Tastemade Content Resonates with Millennial Audiences; Brands Experience Significant Traction When Partnering with Leading Digital Food and Travel Network

SANTA MONICA, Calif.--()--Tastemade Inc., a video network built for the connected generation, where Tastemakers come together to discover and share their passion for great food and travel, today released the findings of a new brand research study commissioned from Nielsen. The study showed that brands integrated into content resonate better with viewers. The tested brands, sponsoring original Tastemade programming, achieved better brand recall, brand affinity, purchase intent, and positive brand perception compared to their respective 30-second pre-roll and TV ads.

Tastemade collaborates with brands to create, among other things, high quality, engaging content that authentically and organically weaves brand themes into the storytelling. In just two years, Tastemade has amassed a global audience of over 25 million, and has already partnered with some of the world’s top brands to create original programming with Pepsi, Hyundai, American Express, Chase Sapphire Preferred, Grey Goose, Stella Artois, General Mills, Kraft, Unilever, and Bravo, among others.

“The media industry is witnessing significant disruption as younger audiences flock to digital brands like Tastemade,” said Oren Katzeff, head of programming at Tastemade. “As advertisers look for high-quality programming with engaged audiences, Tastemade has proven to be a compelling first choice for marketers trying to reach a millennial audience, and the most recent findings from the Nielsen study support that.”

Tastemade commissioned Nielsen to evaluate the effectiveness of its sponsored original content for two advertisers on key advertising metrics (brand recall, brand affinity, purchase intent, and brand perception). The study compared the impact of sponsored original Tastemade content to that of a 30-second pre-roll ad served before online shortform content and a 30-second TV ad served in a broadcast TV sitcom with a full commercial load. Respondents were exposed to the content and/or ads either online or in-person at Nielsen’s Media Lab Living Room, completing a survey before and after their experience. In total, the study surveyed 800 people.

Highlighted findings include:

Recommendation Intent and Brand Perception:
On average, the number of viewers who “will definitely” recommend an evaluated product to a peer increased 12X with Tastemade's brand integration approach compared to when they saw a 30-second broadcast TV commercial or a 30-second digital pre-roll ad for the same brand

Purchase Intent:
On average, 31 percent more survey participants increased their likelihood of making a purchase after being exposed to an evaluated brand via Tastemade vs. a broadcast TV commercial or a digital pre-roll ad for the same brand

Brand Recall:
Over two thirds (71 percent) of respondents in the study agreed that brands evaluated sponsoring Tastemade content are more memorable than a typical commercial or advertisement for that same brand

Brand Affinity:
On average, the evaluated brands sponsoring Tastemade content garnered 2X brand affinity lift vs. digital pre-roll for the same brand

About Tastemade
Tastemade is a video network built for the connected generation, where Tastemakers come together to discover and share their passion for great food and travel. The company brings this to life on every screen from smartphones to connected TVs for a global community that reaches over 25 million people monthly. Tastemade is funded by Redpoint Ventures, Raine Ventures, Comcast Ventures, Liberty Media, & Scripps Networks Interactive. For more information, visit Tastemade at: www.tastemade.com.

Contacts

for Tastemade
Radiate PR
Laurie Thornton, 650-743-6487
laurie@radiatepr.com

Contacts

for Tastemade
Radiate PR
Laurie Thornton, 650-743-6487
laurie@radiatepr.com