How Publishers Can Make Branded Content More Effective

A guide to brand measurement

Does branded content really work?

Earlier this year, we set out to answer this question and better understand how branded content impacts consumers. In the process, we identified some best practices that make branded content more effective.

“A Guide to Brand Measurement: How Premium Publishers Can Make Branded Content More Effective” looks at effectiveness through the lens of awareness, purchase intent, brand equity and shareability. And within this KPI framework, branded content is certainly having a positive impact.

Check out the full text of “A Guide to Brand Measurement: How Premium Publishers Can Make Branded Content More Effective”

How positive? Consumer awareness of a brand increases to 69 percent after engaging with branded content; purchase intent increases to 51 percent. Incorporating companion display ads alongside content improves purchase intent by 17 percent, with no negative impact on brand perception. As for the content itself, infographics and image galleries outperform video and text on critical brand metrics.

For more best practice on demonstrating the impact of branded content, download the full report so you’ll know if your program is hitting the mark.