Branded content bests other online advertising in multiple ways, per a new joint study from IPG MediaLab, Forbes and Syracuse University's Newhouse School.
Here are a few quick hits from their research:
- Brand recall is 59 percent higher for branded content than display and native ads.
- Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.
- Branded content is getting better, showing a 17 percent improvement in brand recall compared to a similar study in 2013 by the same trio of players.
Forbes chief revenue officer Mark Howard wasn't about to diss traditional display ads, though, stating that his publication's clients see a 9 percent lift when display is combined with branded content.
"As the study shows, branded content educates audiences on topics in which brands have a domain expertise, allowing our brands to truly connect in a consumer centric way," he added.
Check out the rest of the study here.