Forbes/IPG Media Lab Study: Branded Content Beats Display

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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.

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