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Why in-content
Traditional ads are easy to ignore. What ICAs are, and why viewers want brands to show up differently.
Research with
New research
Don’t interrupt the show. Become part of it.
How In-Content Advertising builds brands. A controlled study of 1,559 TV streamers shows what happens when brands become part of the content, rather than interrupt it.
1,559 TV streamers, 18+A/B controlled test2 verticals: CPG & Tech
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The complete findings, including the formula for maximum in-content impact.
Instant download after you submit. No spam — just the research and an occasional note from the Rembrand team.
Headline results
ICAs amplify traditional video — and reach the viewers who tune ads out
65%
Avoid ads
of consumers avoid ads to some degree
1.5X
Message retention
stronger retention when ICAs join video ads
4X
Premium perception
stronger “brand is premium” lift
+9pts
Attention
“grabs my attention” among ad avoiders
65%: Omnicom Intelligence, From Tuned Out to Leaned In, 2026. Other results: Omnicom Media × Rembrand In-Content Advertising study.
What’s inside
Four findings every media plan should know
From ad avoidance to sequencing, the study shows where In-Content Ads work hardest — and how to get the most from them.
02
Better together
Paired with video, ICAs lift message retention, cultural relevance and premium perception.
03
Reach the tuned-out
ICAs break through among ad avoiders — and younger viewers prefer them.
04
The formula
Quality content and the right sequence make ICAs work even harder.
“It wasn’t a commercial, it was part of the show.”Study participant, on seeing an ICA
About Rembrand
Augmentation, not fabrication
Rembrand turns existing, professionally produced video into brand inventory — placing brands in, on and around the content people already choose to watch. All post-production. All at scale.
MINT · finds the sceneVISTA · packages itAI STUDIO · renders the brand
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