Content marketing, a term encompassing a wide range of strategies, is gaining momentum as an effective approach to engaging audiences. In the ever-evolving landscape of this discipline, there is no single expert or guru with all the answers. However, one company, Pressboard, has been gaining valuable insights by analyzing thousands of stories each month.
Today, we bring you 16 compelling statistics highlighting branded content’s effectiveness as a powerful marketing tool.
1. Branded Content: 22 Times More Engaging than Display Ads
Branded content takes the lead when it comes to capturing readers’ attention. On average, readers spend a remarkable 45 seconds engaging with written branded content, starkly contrasting to the mere 1.6 seconds dedicated to banner ads. The phenomenon of “banner blindness” has plagued marketers, as users have become adept at tuning out these intrusive ads. On the other hand, branded content offers sought-after information, making it far more engaging.
2. Branded Content: Boosting Brand Recall Beyond Pre-roll Ads
While video remains a popular tactic for digital publishers, branded content surpasses pre-roll ads regarding the brand recall. According to a Nielsen report, branded content achieved an impressive 86% brand recall, while pre-roll ads lagged at 65%.
3. Branded Content: Driving Consumer Intention and Interest
A study led by IPG Media Lab revealed that consumers exposed to branded content were 14% more likely to seek additional content from the advertiser. Interestingly, Forbes Chief Revenue Officer Mark Howard suggests that branded content and banner ads can work together, reinforcing users’ exposure to the brand and guiding them further down the marketing funnel.
4. Branded Content: 59% Higher Brand Recall than Other Digital Ads
Building on the previous point, the same IPG Media Lab study demonstrated a 17% improvement in branded content recall compared to a similar study conducted in 2013. This indicates that consumers are becoming more accustomed to branded content; perhaps marketers are becoming more skilled in delivering it, or maybe a combination of both.
5. Branded Content through Premium Publishers: A 50% Brand Lift Advantage
Collaboration pays off. Marketers who distribute their branded content through a publisher’s network experience a remarkable 50% increase in brand lift compared to self-publish. This effect can be attributed to the power of pattern recognition. When a trusted publisher associates itself with a brand, consumers perceive shared values and reputation, leading to greater trust and engagement.
6. Branded Content Revenue Growth: 90% of Media Groups Expect Increase
The future of branded content looks promising. In a survey conducted among 20 North American media groups, almost all expressed high expectations for the growth of branded content. This optimism surpasses other revenue streams, including subscriptions, video, and display advertising.
7. Native Advertising: A Projected $402 Billion Industry by 2025
The media as mentioned above groups might be onto something significant. Native advertising firm AdYouLike predicts substantial growth in the industry, estimating a leap from $85.83 billion in 2020 to a staggering $402 billion by 2025.
8. Branded Content: Embraced by 74.5% of Communications Professionals
A considerable 74.5% of communications professionals include branded content in their campaigns. Moreover, 67% of these professionals anticipate increased spending on branded content by their clients within the next year.
9. Ad Blocker Usage: 27.5% of Internet Users Employ Them
One in four internet users deploys ad blockers, with millennials being particularly averse to banner ads. Surprisingly, even with ad blocking, millennials acknowledge the relevance of retargeted and social media ads to their interests.
10. Advertisers Avoiding Ads: 98% Stream Ad-Free Content
Ironically, 98% of marketers consume ad-free content, and 27% even resort to ad blockers. However, the majority (96%) prefer articles over banners, providing hope for content creators.
11. Young Viewers Support Ads from Their Favorite Celebrities
Despite their dislike for ads, 58% of millennials are willing to watch them if they endorse their favorite digital personalities. However, for this to succeed, the content must retain authenticity, entertainment value, and usefulness.
12. Premium Publishers: A Trust Advantage over News on Facebook and Twitter
The issue of “Fake News” has considerably eroded consumer trust in social media. A UK survey conducted through Qualtrics found that 79% of respondents consider it important to know the source of news content. Trust in reputable sources like the BBC stands at an impressive 55%, followed by Time and The Guardian at 55%. Conversely, only 36% trust news on Facebook and Twitter.
13. Seamless Integration: Readers Prefer Ads Blending with Page Content
In a study by Verizon Media, most respondents expressed acceptance of advertising as a form of content. An overwhelming 79% preferred ads that blend seamlessly with the page rather than obtrusive banners.
14. Positive Reactions: Branded Video Content Outperforms Regular Commercials
Viewers react more favorably to branded video content compared to standard commercials. The study reveals that people watching branded videos are 62% more likely to exhibit a positive reaction. These positive emotions contribute to brand retention and an increased likelihood of purchase.
15. Emotional Connection: Consumers Who Connect with Brands Spend Twice as Much
According to a study by Capgemini’s Digital Transformation Institute, 70% of respondents indicated spending twice as much on brands to which they feel an emotional connection. Additionally, 81% of these respondents actively promote their favorite brands to friends and family. Establishing an emotional bond with your audience proves to be a sound business strategy.
16. Brand Advocacy: Consumers Want Brands to Take a Stand
Beyond catchy taglines and quality products, consumers expect brands to have opinions on social and political issues. A recent study by Sprout Social confirms this sentiment. Companies like Nike and Gillette have ventured into this territory with campaigns featuring Colin Kaepernick and “The Best a Man Can Be,” respectively, albeit with mixed results. If your company plans to follow suit, ensure your position is genuine and values-driven. Authenticity is the key to resonating with the public and, ultimately, driving sales.
Branded content has emerged as a powerful tool, leveraging engagement, brand recall, consumer intention, and trust. As these 16 statistics demonstrate, its effectiveness surpasses traditional advertising methods, encouraging brands to embrace the art of storytelling to captivate audiences in this evolving digital era.