Friday, March 20, 2015
Tastemade: Our Content Better Than Ads
Santa Monica-based food show producer Tastemade, the venture-backed Youtube show developer, said that it has conducted a brand research study, which finds that brands that integrate into content do far better with viewers than those who use typical advertising. Tastemade said it 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), comparing its content with 30-second pre-roll and TV ads. Tastemade said viewers who "will definitely" recommend a product increased 12X with its brand integration versus a typical 30-second ad, and were 31 percent more likely of making a purchase. Tastemade is backed by Redpoint Ventures, Raine Ventures, Comcast Ventures, Liberty Media, & Scripps Networks Interactive, and is led by Larry Fitzgibbon.