Forbes/IPG Media Lab Study: Branded Content Beats Display

Written on
Oct 23, 2013 
Mike Daly  |

ADOTAS – According to a new study released by Forbes and IPG Media Lab, branded content is 55% more effective at driving consumer awareness and 24% more effective at driving consideration.

The study was conducted to explore the effectiveness of long-form branded content and featured 2,259 participants from relevant sections of the Forbes website who were given a webpage to experience, followed by a post-exposure survey to measure impact. Participating brands included Chrysler, Woodford Reserve and Charles Schwab.

To access the full report on the study and its findings, click here.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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