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Research reveals branded content popularity

Graeme Parton

A study carried out by MailOnline has revealed that two thirds of businesses and agencies see branded content marketing as being a very important part of their promotional strategies. Some even went as far as saying it was imperative.

The survey, which saw the news giant question more than 600 executives from the online marketing and advertising world, also found the 70% of brands, and 77% of agencies, had, at some point, used branded content as a form of advertising in the past 12 months.

Talking about the surge in popularity, MailOnline’s global chief marketing officer, Sean O’Neal, said:

“There are many ‘flavours’ of branded content marketing from native advertising to content hubs, from advertorials to branded entertainment and even custom video, but given the onset of social media, there has been an evolution of this marketing approach and a new emphasis placed on it by both clients and their agencies. It is now a top tactic for driving brand lift and sales lift online.”

Of those questioned, 72 firms said their content spending had risen over the past 12 months, with a further 69% saying they expected an increase in budget in 2013. In terms of agencies, 71% noticed an increase in clients’ content spending and 73% are, again, expecting budget increases in the coming year.

O’Neal went on to explain that consumers have grown to be more guarded when it comes to obvious marketing messages, and as a result, a large number of brands are focusing their efforts on providing valuable content and information to build relationships with their target audience members and build their online presence.

Among those who are yet to use branded content as part of their marketing strategies, 57% said they intend to look into testing it over the next 12 months.

Graeme has experience creating content for online sources and for the radio, and at university he studied Multimedia Journalism.

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