Forbes Study Says Forbes' Branded Content Totally Works
So we’re all busy talking about “branded content” right now, but we don’t really have much in the way of research demonstrating how effective if can be. Forbes has been in that game longer than most, and they just commissioned a study from IPG Media Labs to prove that their stuff is worth the money. Let’s review.
After customers read five pages from the Forbes online BrandVoices project, IPG concluded that they were:
- 41% more likely to express an “intent to buy” the brand’s products
- 28% more likely to report having a favorable view of the brand
Here are the key numbers in our minds:
- 41% said they were more likely to share the content after reading it on Forbes than if they’d read it on the brand’s own website
- They were 20% more likely to remember the brand by name after seeing said articles than display ads and 15% more likely to remember...
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