Branded content receives a more positive reaction than traditional advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 1:21 AM GMT+0

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.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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