Study: Brand-Initiated UGC Shows Potential

NEW YORK A new study from WPP Group’s Mediaedge:cia illustrates the huge potential of brand-initiated, user-generated content for marketers: Twenty percent of young broadband users worldwide have already engaged in some form of it and another 30 percent say they plan to in the future. But while some brands can benefit from the technique, the study concludes it’s not for everyone.