Marketers’ and Consumers’ Attitudesand Perceptions of Branded Content                                2012                 ...
Methodology   Online survey       July-August 2012      Across Canada           1412                  249           Consum...
Increased sales 91% agree   Insights 93% agreeBranded Content is the Future of MarketingOngoing Relationship          78% ...
A Shift in Spend                                       Current       Within the next                                      ...
Deployment of Branded Content                    Top               Media Platforms               Growth Opportunities
Consumer Exposure to Brands                         Brand exposure     Traditional media platforms dominate the           ...
Likes and Dislikes of Branded Content Quality/Depth of Information 18% Extending Brand Awareness       16%                ...
Opportunity For Better Quality Content89% of consumers are aware ofseeing branded content                                9...
What is the Optimal Branded ContentStrategy?                                              In-house producers are allocatin...
How is ROI Measured?                     67%                                               Proving ROI is what is holding ...
Branded Content GoalsIncrease brand awareness and recognition 45%Build or increase customer loyalty 27%Sales/Increase m...
Key LearningsBranded Content                  Support yourSpending is       Do it right!   resourcesDistribution          ...
Thank           YouPresented By: Raj KuchibhatlaRogers Connect Market Research & Client ServicesRogers Publishing Ltd.
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Marketers’ and consumers’ attitudes and perceptions of branded content

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Marketers’ and consumers’ attitudes and perceptions of branded content

  1. 1. Marketers’ and Consumers’ Attitudesand Perceptions of Branded Content 2012 12 Sept
  2. 2. Methodology Online survey July-August 2012 Across Canada 1412 249 Consumers Marketers
  3. 3. Increased sales 91% agree Insights 93% agreeBranded Content is the Future of MarketingOngoing Relationship 78% agree97% agree Trust 93% agreeGreater role in marketinginitiatives 85% agree
  4. 4. A Shift in Spend Current Within the next 2 yearsThose who are dabblingare going to increase their None 10% 3%spending <10% 37% 66% 16% 11-20% 19% 29%Those who are 21-30% 15% 19% 63%spending money will 31-40% 10% 15%double their spending 41+ 8% 17% Regardless of company size, branded content spending is increasing
  5. 5. Deployment of Branded Content Top Media Platforms Growth Opportunities
  6. 6. Consumer Exposure to Brands Brand exposure Traditional media platforms dominate the way consumers are exposed to content from brands they are interested in 77% 74%Inserts & Flyers 64% 57% 52%
  7. 7. Likes and Dislikes of Branded Content Quality/Depth of Information 18% Extending Brand Awareness 16% 54% Detailed/Helpful Engagement with Consumers 16% Control over Message 13% LIKE Marketers Consumers DISLIKE Bias/Excessive Information 32% Requires Substantial Resources 23% 51% Bias/Excessive Risk of Poor Design/Execution 17%
  8. 8. Opportunity For Better Quality Content89% of consumers are aware ofseeing branded content 91% agree that they don’t mind seeing a company mentioned by media outlets as long as the information is unbiased How do you bridge this gap? 78% agree that branded content is just a commercial
  9. 9. What is the Optimal Branded ContentStrategy? In-house producers are allocating a higher proportion of their spend to branded content 62% In-house 36% Outsourced 0% 20% 40% 60% 80% 100%
  10. 10. How is ROI Measured? 67% Proving ROI is what is holding me back from doing more branded content - 65% agree Website Traffic 58% Consumer 56% Responses Click 51% Throughs Increased 41% Sales Shares/likes /retweets
  11. 11. Branded Content GoalsIncrease brand awareness and recognition 45%Build or increase customer loyalty 27%Sales/Increase market share 23%Education/provide information 13%
  12. 12. Key LearningsBranded Content Support yourSpending is Do it right! resourcesDistribution Future ofChannels Key Measures Marketing
  13. 13. Thank YouPresented By: Raj KuchibhatlaRogers Connect Market Research & Client ServicesRogers Publishing Ltd.

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