New Study: CTV Content Adjacency Drives 4X Brand Lift in Key Categories
by on 24th Apr 2026 in News
New research from VideoElephant shows that contextual relevance is the 'missing link' in achieving meaningful brand lift. The new report, titled The Power of Context: Driving Lift Through Video, finds that contextual alignment between an ad and its surrounding content is a primary driver of brand perception, with the power to 4X brand lift compared to industry averages.
The national survey of 2,000 US adults, conducted by Talker Research, found that 41% of consumers reported a more positive view of a brand when its video ad was paired with contextually relevant content. This is particularly impactful in high-consideration sectors like automotive, where standard brand lift typically hovers in the low teens.
The "Halo Effect" of content adjacency
The study establishes a link between content and brand perception, finding that 60% of consumers believe the content appearing alongside an ad is a direct reflection of a brand’s core values.
OOH: From "Interruptive" to "Informative"
The report also challenges the long-held belief that out-of-home (OOH) video is viewed as an add-on. Instead, "dwell time" in environments like medical offices, airports, and restaurants is being reclaimed as a learning window. An overwhelming 83% of consumers expressed an openness to learning something new via CTV OOH, viewing the medium as a value-add to their environment rather than an intrusion.
"The data confirms that consumers don't just 'see' an ad; they experience the environment it lives in," said Brian Cullinane, chief commercial officer at VideoElephant. "When you align the right creative with the right content in the right venue, you aren't just buying an impression—you're borrowing the trust and authority of that environment. It’s the difference between being an interruption and being a resource."
Driving full-funnel outcomes
The study further reinforces video's role as a powerhouse for conversion. 70% of consumers reported taking direct action—from discovery to purchase—after engaging with video ads across in-home, digital, and out-of-home platforms.
Study Methodology
The Power of Content: Driving Lift Through Video was conducted by Talker Research on behalf of VideoElephant. The survey sampled 2,000 US adults, balanced across age, gender, and region, via a double-opt-in online panel.
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