Businesses need a mix of branded content and traditional advertising.
With ad avoidance being a real issue, branded content can be an effective alternative given its resemblance to editorial content than traditional advertising. As per SME’s Branded Content Effectiveness studies, branded content viewers are 62% more likely to react positively than those watching 30 seconds traditional ad spots.
However, 31% of marketers surveyed for the SME Annual Marketing report find branded integrations and product placements impossible to measure. These new ad formats aren’t even considered important or very important by 19% of marketers.
The article recommends understanding users’ channel preferences and engagement levels. This must be done across SVOD channels and other channels.
[3 minute read]
