A Guide To Brand Measurement: How Premium Publishers Can Make Branded Content More Effective

May 2017

Does branded content really work? Ipsos Connect and Polar have joined forces to answer questions on the effectiveness of branded content and how executing content advertising with premium publishers pays off for brands and marketers. A Guide to Brand Measurement, is a 16-page first-of-its-kind joint research paper explaining how premium publishers can make branded content more effective, through the analysis of user testing and data collection.

Key Takeaways For Publishers:

  • Consumer awareness of a brand increased to 69 percent after engaging with branded content; purchase intent increased to 51 percent.
  • Incorporating companion display ads alongside branded content improved purchase intent by 17 percent and did not have any negative impact on brand perception.
  • Purchase intent was slightly higher when consumed on desktop, yet certain categories, like consumer packaged goods, performed better on mobile.

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