The State Of Branded Content

According to a quantitative study by IPG Lab and Forbes in collaboration with Syracuse University, “Storytelling : The Current State of Branded Content”,Branded content is proven to perform for memorability, brand perception and purchase intent/ consideration. With over 40 different test conditions, for different verticals and different types of content as well as Level of Branding, it was proven that Branded Content works for Brand Performance with high scores for aided and unaided ad recall, purchase intent and consideration.


The key findings from the study are:


  • Branded Content Works: Branded content is highly effective across the branding funnel and outperforms display ads. In addition to aided recall’s 59 percentage point increase, brand favorability was 7 percentage points higher and purchase consideration was 9 percentage points higher




  • Branded Content Holds Up Over Time: Despite the loss of novelty often seen with ad products across time, branded content was as effective, if not more so, in 2016 compared to results seen in the 2013 study.


  • Brand Interest Increases with Branded Content:Branded content may drive lasting interest in the brand. Consumers were 14 percentage points more likely to say they intend to seek out more information about the brand in the future. After seeing Branded Content, viewers are more likely to seek Branded Content from the site.


  • Don’t Be Afraid to Mention Your Brand:‘Higher Branding,’ defined as 2x the number of brand mentions, caused brands to be perceived as more educational by over 7 percentage points and performs better on mobile devices.



  • Longer Form Branded Content Drives Millennial Purchase Consideration:18-34 year olds responded better to long articles, driving higher engagement consideration rates and aiding recall.


  • Branded Content Is Perceived Better:Consumers perceive branded content as being more consumer-centric because it is less about selling products and more about providing value to consumers.

For the complete study, Click here.