Drawing Attention in a Distracted World: The Success of Sponsored Content


Sponsored content has become a critical element of campaign strategies for marketers, brands, and publishers. Understanding how viewers engage with sponsored content and what factors can increase the success of the content can help brands and marketers use the platforms more effectively and help publishers ensure that they are both providing valuable outlets for sponsored content and securing potential rewards themselves.

This whitepaper, based on YouGov data, examines the ways brands use different types of sponsored content, including encouraging consumer product reviews, taking advantage of celebrity endorsements, utilizing native advertising, and targeting influencers, as well as the ways that consumers respond to varying types of sponsored content.

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