Your category isn't the test case.
It's already the proof.

Burger King ran a Branded Takeover in Czechia and got a 90.4% quiz engagement rate, 92.8% video completion, and a 54.4% opt-in rate.

Disney+ ran a Branded Takeover in US casual games. Average attention was 43.6 seconds, video completion 97.5%, and 37% of players opted in.

DUDE Wipes caught US gamers mid-level and mid-business. Players opted in to watch the brand’s video and then engage with the brand for 42.8 seconds on average, 24.5% clicked through to its Amazon cart at $0.28 a click, and the most dedicated players even left their email to claim a reward.

Ford ran in casual mobile games across MENA and Europe. The automotive category benchmark: 37% click-through, 32 seconds of attention, 94% completion.

Granko is Nestlé’s cocoa brand in Central Europe, the regional equivalent of Nesquik. Nestlé ran an opt-in Branded Takeover activation in casual mobile games to keep it front of mind with today’s parents. Players chose to watch a 15-second video and play a branded mini-game, spending an average of 41.4 seconds with the brand.

KFC ran a Branded Takeover in Ukraine. 35.3% of players who saw the brand chose to watch, which came to 1.1 million video views at 93.2% completion, and 768,742 rewards claimed.

L’Oréal ran 8 campaigns across 3 brands and 4 markets. Attention per impression landed between 24.9 and 28 seconds in every one of them.

Quaker Chewy ran a Branded Takeover with US moms and measured it against a control group. Purchase intent rose 49.2% and ad recall 39.9%.

Secret ran a Branded Event in US mobile games and delivered 276% of plan at 48.1 seconds of engagement per user reached. A bigger reward helped the video and hurt the playable.

Theraflu ran a Branded Takeover with a playable end card in Poland. Average attention was 36.9 seconds, 85% above Haleon’s 20 second benchmark, and purchase intent rose 13.3%.