Last month we talked about the ongoing struggle to measure ROI on sponsored content or native advertising. While the jury remains out as to what marketers and publishers should measure, one result is becoming clear.
According to an article by Joe Lazauskas in Contently, branded content delivers some big-time brand lift.
Lazauskas says we have Forbes to thank for some recent research that backs up what content marketers have been saying all along – branded content works to help companies forge relationships with their audience and influence the sale.
Forbes commissioned the study though IPG Media Lab and found that branded content really does move the needle toward the desired action.
Participants who viewed pages with branded content were 40% more likely to express intent to purchase versus those who saw a page with no sponsored content.
28% said they had a more favorable view of the brand.
Readers were more likely to share content that they read on a trusted third party site (Forbes.com in this case) than on the company’s site.
For content publishers, this is great news. While the debate still rages whether we should be measuring ROI with traditional marketing metrics or publishing figures, at least we can point to this study with a big “SEE? It works.”
And that, my friends, is a great reason to keep producing that fantastic content.