Branded Content Moves the Needle, Per Forbes

Study finds tactic raises purchase intent, favorability

Branded content, or its hyped cousin, native advertising, is supposed to combat ad fatigue when consumers are bombarded with ads all day, everywhere. The problem is measuring effectiveness. With no agreement on how to measure native (much less how to define it), it’s no surprise that publishers are eager to prove that native advertising, with its promise of premium rates, works.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in