Dentsu has released The Brand Reset, a new study exploring the role of video advertising in driving both brand equity and long-term sales. Conducted in collaboration with Kantar and Lumen Research, the research analyses video performance across ten digital platforms and linear television in the US and UK.

The study arrives at a time when marketers are increasingly prioritising performance metrics such as clicks, conversions, and impressions. According to the findings, this shift may be limiting long-term growth by reducing focus on brand-building investments.

Challenging traditional perceptions, the report highlights that digital video-including short-form formats-can significantly contribute to long-term brand outcomes. It also finds that connected TV delivers brand-building impact comparable to linear TV, reflecting evolving consumer viewing habits.

A key insight from the study is the role of attention in advertising effectiveness. While higher attention levels are linked to stronger brand outcomes, the impact tends to plateau after around 20 seconds. Interestingly, the research suggests that voluntary attention-such as skippable ads users choose to watch-can outperform forced, non-skippable formats.

The study further indicates that even a single exposure to video advertising can drive measurable long-term impact, with modelling showing a potential 1–5% increase in brand-driven sales over three years.

By integrating these insights into its planning tools, Dentsu aims to help marketers adopt a more balanced approach-where performance and brand building work together, rather than compete, in driving sustainable growth.