Google, in conjunction with the IPG Media Lab – a division of IPG Mediabrands, today announced the results of the industry’s first most comprehensive global study on the efficiency of branded content. The main conclusions of the study show that: Consumers have an intelligent point of view about branded content and are aware that it is part of the general marketing strategy. However, they perceive it as something really different from traditional video ads. They feel that branded content offers more consumer-centric and non-brand-centric information. They also consider that branded content offers greater stimulus and depth than traditional video ads.
Unlike what marketers probably think, the entertainment factor is definitely essential. Delivering content that is trustworthy and informative, yet authentic to the brand is much more important to developing a brand’s metrics.
Marketers should pay more attention to where the content resides. The same piece of branded content will have different results depending on the website where it appears. In other words, the website has a halo effect on the brand.
Branded content, defined in this research as content that Philippines phone number list lives in itself, produced by and for the brand – as opposed to content produced by another person to which the brand adherents, has transformed marketing in general. With a greater emphasis on multi-screen audiences and with digital as the center of brand communication, proprietary content has become a necessity for many campaigns. This study aims to understand consumer perceptions and compare the effectiveness of branded content and video advertising.
“Branded content in the appropriate context is a great way for brands to engage with their customers. We see examples of this on YouTube every day, where more and more brands develop original content such as how-to videos and tutorials, or collaborate with a YouTube developer to reach their audience. This research from the IPG Media Lab and Google provides marketers with several insights on the best ways to incorporate branded content into an entire campaign. “- Torrence Boone, VP, Global Agency Sales & Services.
“Our data indicates that there are clear best practices that marketers can leverage when creating and using branded content. Marketers typically spend more time and budget to create this personalized content, which is invaluable. Guidelines in order to improve the perception of the brand and generate a greater purchase attempt “. – Kara Manatt, VP Consumer Research Strategy.
For this study, 14,780 consumers were interviewed, 50 brands across 19 vertical markets in 10 countries were analyzed, and the perception of branded content in different parts of the world was evaluated, as well as the impact on branding effectiveness. This study set out to measure: Global Favorability, Purchase Attempt and finally Recommendation Attempt.
Likewise, the study analyzed the perceptions of brands from four points of view: Brands for which I would pay more money, Brands that offer valuable information, Brands with personality and Brands that I respect. Consumers viewed one of three types of video content: 1) video content without any brand mention, 2) a standard pre-roll video ad followed by video content, or 3) branded content (average ad length was 130 seconds). After viewing the video content, consumers answered a series of questions about the brand tested and their perceptions of video in general.
The study showed that consumers understood that branded content is part of brand advertising strategies. However, perceptions varied by country. Consumers in the Middle East are the ones who least recognized branded content, while other countries such as Portugal, Thailand, Chile and Poland showed high discernment. Agnostic of vertical markets: There are opportunities in all categories for storytelling, which increases branded content. A wide range of industries, including Consumer Goods, Automotive, Telecommunications, and Finance, were able to develop branded content that differed from traditional video ads. Branded Content Offers Depth – Although consumers show similar levels of trust with branded content and traditional video ads, branded content is clearly perceived differently: more entertaining, motivating, educational, novel, and engaging.