Branded Content Leads to 59% Better Recall Than Other Digital Ads

IPG MediaLab-led study offers intriguing data

Headshot of Christopher Heine

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.

@Chris_Heine Christopher Heine is a New York-based editor and writer.