How Effective Is Branded Content? Key ROI Insights for Content Leaders
The need for brands to invest in creating valuable content has never been more apparent, especially when the majority of Americans are flat-out ignoring traditional advertisements. 82% of Americans ignore online ads—73% ignore online banner ads, 62% ignore social media ads and 59% percent ignore search engine ads. In response, more and more businesses are investing in brand storytelling via content marketing: 50% of US marketers surveyed by eMarketer reported an increase in branded content spend in 2015 compared to 40% in 2014.
Branded content offers advertisers the opportunity to truly engage consumers with storytelling in a way that doesn’t push products and promotions. Brands are also acting as publishers and creating engaging content hubs to attract and build relationships with an audience to increase their likelihood of making a purchase in the future.