It is a maxim among sophisticated marketers that clicks are a relatively meaningless metric. What matters most is the degree to which consumer attitudes can be formed and reshaped by advertising and marketing communication and then translated into sustainable behavior that benefits marketers and their brands. IAB and Edelman Berland conducted the following study, "Getting Sponsored Content Right: The Consumer View," in order to understand how consumers perceive and feel about in-feed sponsored content. Do consumer attitudes differ by media vertical? Ultimately, the goal is to enable publishers, marketers, advertisers, and agencies to ensure that sponsored content meets consumer expectations and succeeds.
The research focuses on the news genre, specifically general news, business news and entertainment news..
New Age Advertising: How to Succeed In The World of Paid Content Scripted.com
Brands are more invested today than ever before on curating and distributing paid, owned and earned content. This rise in popularity of paid content advertising is a result of a consumer’s need for authentic, original and valuable information. We were thrilled to team up with leaders in this space — Vibrant media and Interactive Advertising Bureau (IAB) — to talk more about this changing landscape and the integral role original content plays in it.
Here is a quick overview of Twitter marketing and how it works. You will get a basic idea of the functionality of this digital platform and would get an idea of terms associated with it
Go to-market Strategy for a Leading Leisure Travel Company in U.KAbhishek Sinha
The attached PPT outlines a detailed behavioral analysis of the consumer journey from research > evaluation > consideration > purchase in the Travel industry.
Taking key insights from travel consumer footprints and their behavior on the key digital channels; a detailed digital marketing strategy and plan has been created to improve your brand's discoverability and desirability.
New Age Advertising: How to Succeed In The World of Paid Content Scripted.com
Brands are more invested today than ever before on curating and distributing paid, owned and earned content. This rise in popularity of paid content advertising is a result of a consumer’s need for authentic, original and valuable information. We were thrilled to team up with leaders in this space — Vibrant media and Interactive Advertising Bureau (IAB) — to talk more about this changing landscape and the integral role original content plays in it.
Here is a quick overview of Twitter marketing and how it works. You will get a basic idea of the functionality of this digital platform and would get an idea of terms associated with it
Go to-market Strategy for a Leading Leisure Travel Company in U.KAbhishek Sinha
The attached PPT outlines a detailed behavioral analysis of the consumer journey from research > evaluation > consideration > purchase in the Travel industry.
Taking key insights from travel consumer footprints and their behavior on the key digital channels; a detailed digital marketing strategy and plan has been created to improve your brand's discoverability and desirability.
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
With the internet turning into a participatory forum where user-generated content gets more eyeballs and more credibility than advertising messages, CMO’s are spending more time and resources in building their organizational presence on it.
Attend our webinar, where our marketing practitioner will explain if earning attention through social media is more important than investing in adwords campaign or vice versa.
Social Identity provides insight unavailable in any other channel. Rather than relying on transaction history or browsing habits, marketers have an opportunity to tap social media to truly understand who customers are and what they care about. Savvy marketers are beginning to extract these insights and use them to increase key metrics like Open-rates and Click-throughs by orders of magnitude throughout the customer lifecycle, from leads to loyalty.
This infographic is based on an Altimeter report titled: Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
Download the full report at: http://www.altimetergroup.com/2014/06/new-research-leveraging-social-identity.
Strategies for Creating Interesting, Engaging, and Effective Social Media Con...Brian Huonker
Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging.
Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
GfK NextGeneration- Social Media Marketing During the Holiday Season Iris Wen
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season. The research was conducted with quantitative and qualitative methods on the following topics:
-Identifying the visibility of social media marketing during the holiday season
-Compare the involvement of consumers on social media to business activities
-Generate social media market strategies to further engage consumers during the holiday season.
MKT 380 Introduction to Social Media Marketing Week 1Michael Germano
Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
The Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study on how U.S. online news users feel about sponsored content and, importantly, what it takes for brands, publishers and agencies to get it right. The study focused on in-feed ads like sponsored stories that sit next to pure editorial.
The key takeaway is that we found a direct link between how consumers already feel about the brand advertiser, the publisher and the potential success of the new format.
Learn more: http://edl.mn/iabscstudy
Make your mother the happiest woman on Earth! Show her your love, respect and support each day of her life. Make this special day last with one of our amazing gift baskets for Mother's Day. We have a wide assortment of gorgeous gift baskets to choose from - for any taste and desire, so start your journey at Amerigiftbaskets.com!
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
With the internet turning into a participatory forum where user-generated content gets more eyeballs and more credibility than advertising messages, CMO’s are spending more time and resources in building their organizational presence on it.
Attend our webinar, where our marketing practitioner will explain if earning attention through social media is more important than investing in adwords campaign or vice versa.
Social Identity provides insight unavailable in any other channel. Rather than relying on transaction history or browsing habits, marketers have an opportunity to tap social media to truly understand who customers are and what they care about. Savvy marketers are beginning to extract these insights and use them to increase key metrics like Open-rates and Click-throughs by orders of magnitude throughout the customer lifecycle, from leads to loyalty.
This infographic is based on an Altimeter report titled: Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
Download the full report at: http://www.altimetergroup.com/2014/06/new-research-leveraging-social-identity.
Strategies for Creating Interesting, Engaging, and Effective Social Media Con...Brian Huonker
Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging.
Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
GfK NextGeneration- Social Media Marketing During the Holiday Season Iris Wen
The proposal was selected from a hundreds of other entrants as a top 10 national finalist in the competition. This marketing research project illuminated potential areas of development through integration of consumer content and brand interactions in B2C marketing during the holiday season. The research was conducted with quantitative and qualitative methods on the following topics:
-Identifying the visibility of social media marketing during the holiday season
-Compare the involvement of consumers on social media to business activities
-Generate social media market strategies to further engage consumers during the holiday season.
MKT 380 Introduction to Social Media Marketing Week 1Michael Germano
Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
The Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study on how U.S. online news users feel about sponsored content and, importantly, what it takes for brands, publishers and agencies to get it right. The study focused on in-feed ads like sponsored stories that sit next to pure editorial.
The key takeaway is that we found a direct link between how consumers already feel about the brand advertiser, the publisher and the potential success of the new format.
Learn more: http://edl.mn/iabscstudy
Make your mother the happiest woman on Earth! Show her your love, respect and support each day of her life. Make this special day last with one of our amazing gift baskets for Mother's Day. We have a wide assortment of gorgeous gift baskets to choose from - for any taste and desire, so start your journey at Amerigiftbaskets.com!
TODAY'S USER GENERATED CONTENT IN THE CONTENT MARKETING MIXSusan Borst
How publishers, marketers, and agencies are leveraging user generated content (UGC) in marketing campaigns as part of their content marketing mix with examples and high level legal considerations. Prepared by the IAB UGC Working Group. 10/14
bài giảng chương 2 đường lối cách mạng, tình hình đất nước trãi qua nhiểu giai đoạn lịch sử phức tạp, đòi hỏi đảng ta phải đề ra nhiều biện pháp giải quyết và hướng đi đúng đắn kịp thời.
Consumers rely on an ever-increasing number of touchpoints to guide them through the purchasing process. In this eBook, you'll learn how influence marketing can impact search marketing and third-party brand content, to provide more trusted points of brand information for consumers. This eBook is essential for anyone working at the strategic or executional level in influence marketing, social media, or search marketing.
This is a C-level view of influencer marketing showing where it fits in your marketing mix, why it is important, how it is different than PR and its benefits. For 9 years Ivy Worldwide has run results driven influencer programs that drive demand globally for large, international brands.
These slides cover social media marketing strategy execution. Here execution includes paid, owned, earned and social media methods and programmatic and native advertising. These slides can be used in conjunction with Social Media Marketing Strategy from Oxford University Press.
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Carefully placed inbound marketing content in key online venues and—in very targeted ways—engage your audience, intrigue them and get them to come to you.
The Greatest Strategy for Targeted AdvertisingBrayton Dawson
A detailed breakdown of the most effective digital marketing strategies to reach your target audience. This guide covers social media and targeted advertising using your social media platforms.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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2. Find ways to show EEAT
3. Repurpose across all platforms
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In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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With Regards
Gokila digital marketer
Coimbatore
3. Research Goals
It is a maxim among sophisticated marketers that clicks are a relatively meaningless
metric. What matters most is the degree to which consumer attitudes can be formed
and reshaped by advertising and marketing communication and then translated into
sustainable behavior that benefits marketers and their brands.
We wanted to understand how consumers perceive and feel about in-feed sponsored
content.
Do consumer attitudes differ by media vertical? Our research focuses on the news genre,
specifically general news, business news and entertainment news
Ultimately, the goal is to enable publishers, marketers, advertisers, and agencies to
ensure that sponsored content meets consumer expectations and succeeds.
2
4. Rigorous Multi-phase Research Approach: Ask Consumers First
We utilized a two-phased research approach to dig deeper into consumer attitudes toward in-feed sponsored content
and we tackled a content genre that has varying degrees of consumer sensitivity.
Phase II:
Online Study
with n=5,000 consumers
nationally who visit business,
entertainment or general
news sites at least several
times per week
Phase I:
Focus Groups
with consumers who visit
business, entertainment or
general news sites at least
several times per week in
D.C. & NYC
informed…
3
5. 5,000
Nationally representative consumers who visit these news media
verticals online at least several times per week were divided into three
groups based on the sites they visit…
Business
(n=1,622)
Visitors to websites that
cover finance, business,
economics, investing &
technology
Entertainment
(n=1,648)
Visitors to websites that
cover media,
entertainment, celebrities,
lifestyle & fashion
General News
(n=1,730)
Visitors to websites that
cover breaking news,
politics, world news, U.S.
news and local news
Quantitative Research: Sample Disposition
Research study was conducted from June 23 – July 2, 2014
4
6. Important Qualifiers
• Large nationally representative sample – 5,000 respondents
• We know “sponsored content” and “native ads” are industry speak – so in this study we
exposed respondents to real-world examples of sponsored content rather than relying on
their knowledge of these industry terms
• All sponsored content was presented as in-feed units, and did not include other types of
native advertising like paid search, recommendation widgets, promoted listings, in-ad with
native element units, and custom
• Consumers were exposed to real-world examples of sponsored content presented on
desktop, not mobile devices.
• Consumers were exposed to sponsored content on general, business and entertainment
news sites. Social media were not included.
5
7. A Note on the Study Stimulus
• Respondents saw actual real-world website examples that included in-feed sponsored content
in order to facilitate the research study
• First, respondents saw full website screenshots, and were asked to evaluate the site on several
measures and click on the advertising they saw
• Next, respondents were shown an image that called out a piece of sponsored content on the
website they were evaluating and were asked to answer questions on brand relevance,
familiarity, perceived interest, etc.
• Next, respondents saw examples of the actual in-feed sponsored content itself – some
examples were mocked up on the publishers website, others were mocked up on the brand’s
website
• All websites and pieces of content were randomized by media vertical in order to get an even
number of evaluations and sample size
• Content and website evaluations were aggregated to better understand the impact of brand
relevance, familiarity, authority and other measures on respondent perceptions of content
• All pieces of sponsored content were kept constant across media verticals. Only the website on
which they viewed the content varied
6
8. 7
We Showed Respondents Exactly What Is Meant by “sponsored content…”
Examples of “blind” mock-ups of site content respondents saw, below:
9. 8
Media Vertical: Demographic Profiles
Business
• Skew male and younger to
middle age
• Male (60%)
• Female (40%)
• 18-34 (39%)
• 35-54 (40%)
• 55+ (21%)
• Somewhat higher HHI
• Less than $50k (36%)
• $50-100k (41%)
• $100k+ (23%)
Entertainment
• Skew female and younger
• Male (41%)
• Female (59%)
• 18-34 (46%)
• 35-54 (39%)
• 55+ (16%)
General News
• Skew slightly older – but
not heavily
• 18-34 (25%)
• 35-54 (41%)
• 55+ (34%)
Q2: What is your gender?
Q3: What is your current age?
Q50: Which of the following best describes your annual household income last year before taxes?
10. Key Takeaways
• Despite demographic and content differences, business and entertainment news users are
highly receptive to in-feed sponsored content if it is relevant, authoritative and
trustworthy.
• General news users are the least receptive but also said that they can have a positive
experience if the advertising is relevant, authoritative and trustworthy.
• Well done sponsored content can enhance the credibility of the site and the site’s credibly
can enhance the perceived credibility of the in-feed sponsored content (33% lift in
perceived credibility of the sponsored content when on credibly perceived news site)
• The fit between the site and the brand is critical to success with consumers.
• In-feed sponsored content is least useful for generating new brand awareness.
• In-feed sponsored content is most useful for established brands that seek to enhance and
differentiate their image, deepen existing consumer relationships, to launch brand
extensions.
• The best in-feed sponsored content tells a story and fulfills the human need for a
compelling narrative.
9
12. 11
Today, nearly 9 in 10 (86%)
consumers feel that online
advertising is necessary to
receive free content online.
Additionally, 60% of
consumers are more open to
online ads that
TELL A STORY
than ones that simply sell a
product.
Q17: Thinking about the advertising you see on the websites you frequently visit, how much do you agree or disagree
with the following? I understand that the free content I view online is made possible by online advertising. Q47: How
much do you agree or disagree with the following statements? I am more open to advertising that tells a story than
advertising that simply sells a product.
13. 12
Most Appealing/
Interesting
Least Appealing/
Interesting
Most Annoying/
Intrusive
Least Annoying/
Intrusive
Online Advertising Appeal Quadrant Analysis
(Mean Ranking)
Business
Entertainment
News
In- Feed
Sponsored
Content
Banner Ads
Video Ads
Expandable Ads
(i.e., expand on
click or rollover)
Pop Up Ads
Q48: Thinking about the types of ads you see online, how would you rank each of these types of ads on the following measures? *“Appealing”
and “Interesting” were tested as two distinct attributes; as the results tracked closely, these were collapsed for quadrant analysis
15. Across all media verticals, audiences are aware of sponsored content
Business Entertainment News
Q28: Have you seen this type of content before today?
14
71%
Sponsored Content Awareness
(Asked after exposure to examples)
61% 70%
have seen
sponsored
content
have seen
sponsored
content
have seen
sponsored
content
16. When shown real world mockups, users’ belief that in-feed sponsored
content was clearly identified, by type of media vertical.
15
- Business News – 82% say the content is clearly paid for by a brand
- Entertainment News: 85% say the content is clearly paid for by a brand
- General News: 41% say the content is clearly paid for by a brand
Q31: How clear is it that this content is paid for by a brand company?
17. Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This content
can add value to my experience on this website
16
Sponsored content is viewed by nearly half of business and entertainment audiences as
enhancing the value of the overall website experience.
The value-add to the overall website experience is higher in the business and entertainment
media verticals as compared to the general news vertical -- in which the research demonstrated
clearly that there is a higher bar to successful sponsored content execution.
Sponsored Content Perceptions (cont.)
(% Agree)
38%
45% 44%
27%
Adds value to site experience
Overall Business Entertainment News
19. 18
To make in-feed sponsored content work for publishers,
consumers, brands, and agencies, the sponsored content
Authoritative
Authentic /
Trustworthy
Relevant
must be…
Brands: Share your expertise
vs. sell
Publishers: Help advertisers
adopt a more editorial mindset
Brands: Match editorial
in style/quality
Publishers: Turn away
advertisers that don’t fit
Brands & Publishers: Err on
the side of transparency
20. Before the click: Brand relevance, authority, and trust are the most important
factors to driving consumer interest in in-feed sponsored content across all media
verticals
Q44: Thinking about the ways that brands can use this “sponsored” content to draw your interest, how important
are each of the following? (Shown: % Important)
19
Important Factors to Drawing Interest
(% Important)
89%
84% 82%
91%
83% 83%
90%
79% 79%
Relevant information Brand is an authority on topic Brand I
know & trust
Business Entertainment News
Brand relevant information
21. Sponsored Content Perceptions (cont.)
Content is relevant
to reader
Brand is relevant
Brand is trustworthy
Content is relevant
Q33: How would you rate this content on each of the following measures?
20
After the click: Consumer’s enjoyment and interest in in-feed sponsored content
derives from the ad relevance, authoritativeness, and trust.
77%
75%
70%
75%
68%
74%
67%
73%
67%
83%
to site
Brand is authority
“We live in a time where there's
just so much information
available. They have to make
their ad current and relevant to
Interesting
Enjoyable
their target audience.”
“I’d rather them know
what I’m in the market to
buy and give me some
information or an ad
relevant to what I’m
looking for, or what I might
be looking for next week.”
22. 21
And when done right, in-feed sponsored content can even enhance favorability
of the overall website experience
Increased Favorability of Website As a Result of In-feed Sponsored Content
(% More Favorable)
54% 53% 52%
Content is relevant to
reader
Brand is an authority Brand is trustworthy
Q36: What, if any, impact does this content have on your view of this website? Q33:
How would you rate this content on each of the following measures? Relevant to reader
Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on
this topic. I trust this brand to do what is right
23. 22
However, consistent with other results in this study, the general news audience
represents a higher bar for in-feed sponsored content to increase overall website
experience favorability
Increased Favorability of Website As a Result of Content
58% 57%
(% More Favorable)
57% 56% 57%
55%
42%
39% 38%
Content is relevant to reader Brand is an authority Brand is trustworthy
Business Entertainment News
Q35: What, if any, impact does this content have on your view of this website? Q33:
How would you rate this content on each of the following measures? Relevant to reader
Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on
this topic. I trust this brand to do what is right
24. 23
“Make the ads and product more
on target… also give info [on]
how to enhance the experience
with the latest and best
products.”
“Include content from only
reputable corporations”
“Ensure that their advertisers
are trustworthy and don't have
an agenda when users click
their advertising.”
“Choose relevant types of
advertising and brands that I
trust and am interested in.”
In the consumer’s own words…
What is Most Important for Websites When
Incorporating Sponsored Content?
“Make sure it is relevant to me. If it
reflects the types of articles I am
reading, then I will be more likely to
need to seek out those advertisers.”
25. 56% 56% 55%
Brand is an authority Brand is trustworthy Content is relevant to
reader
24
Just as well-executed in-feed sponsored content offers benefits to the website
overall, it also boosts favorability for the associated brand
Increased Favorability of Brand As a Result of In-feed Sponsored Content
(% More Favorable)
Q36: What, if any, impact does this content have on your view of this brand? Q33:
How would you rate this content on each of the following measures? Relevant to reader
Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on
this topic. I trust this brand to do what is right
26. 25
Once again, similar to website favorability, general news audiences are more
challenging to “move the needle” on brand favorability, utilizing in-feed
sponsored content
Increased Favorability of Brand As a Result of Content
(% More Favorable)
59% 59% 60%
57%
59% 59%
45% 45% 44%
Content is relevant to reader Brand is an authority Brand is trustworthy
Business Entertainment News
Q36: What, if any, impact does this content have on your view of this brand? Q33:
How would you rate this content on each of the following measures? Relevant to reader
Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on
this topic. I trust this brand to do what is right
27. 26
What is Most Important for Brands When
“I think when it is a brand that has a
good reputation and is putting
information together they can back up,
then it becomes more likely to be taken
seriously and be viewed as
trustworthy.”
“Make it contain articles that I
actually want to read that doesn't
look like just advertising.”
In the consumer’s own words…
“If I'm already on a website searching
for something specific and the ad is
relevant to my search, I'm more likely
to click on it.”
Developing Sponsored Content?
“The content they sponsor should be
somewhat relevant to their
product/services and the content should
be well-written, accurate, informative,
entertaining, and trustworthy.”
28. 27
A final note: in-feed sponsored content can not just be put on any website. If the
website is credible, the perceived sponsored content credibility rises significantly
93%
41%
Boost
66%
93%
60%
Boost
58%
93%
51%
88%
66%
Brand is
relevant
Brand is
not
relevant
Brand is an
authority
Brand is
not an
authority
Trust the
brand
Do not
trust the
brand
Site is
credible
Site is not
credible
Impact of Brand & Website Perceptions on
Perceived Content Credibility
(% Content is Credible)
Q37: How credible is this content?
Data displayed represents cross-tabulations based on respondent evaluations of the brand and website each respondent was randomly assigned:
Q22: How would you rate this website on the following measures? Credibility
Q34: Thinking specifically about this content, how much do you agree or disagree with the following?
82%
Boost 33%
Boost
29. Recommendations for Brands and Agencies
28
• In the words of Stephen R. Covey, think “win-win or no deal.”
• Tell stories, share your expertise but resist the urge to sell
• Leverage the value of working with your brand in negotiating with
publishers
30. Recommendations for Publishers
29
• Control the experience and be prepared to walk away from advertisers
who aren’t relevant/trusted
• Encourage aligned brand marketers to work together in a more
authoritative manner
• Go the distance when it comes to transparency/disclosures
31. Contact Information
30
Sherrill Mane
SVP, Research, Analytics & Measurement, IAB
sherrill.mane@iab.net
Steve Rubel
Chief Content Strategist, Edelman
Steve.Rubel@edelman.com