marketers’ and consumers’ attitudes and perceptions of branded content
Post on 21-Oct-2014
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12Sept
2012
Marketers’ and Consumers’ Attitudes
and Perceptions of Branded Content
Methodology
Online survey Across Canada
249
Marketers
July-August 2012
1412
Consumers
Branded Content is the Future of Marketing
78% agree
Trust 93% agree
Insights 93% agree
Ongoing Relationship 97% agree
Increased sales 91% agree
Greater role in marketing initiatives 85% agree
A Shift in Spend
Current Within the next 2 years
None
<10%
11-20%
21-30%
31-40%
41+
10%
37%
19%
15%
10%
8%
3%
16%
29%
19%
15%
17%
Those who are dabbling are going to increase their spending
Those who are spending money will double their spending
66%
63%
Regardless of company size, branded content spending is increasing
Deployment of Branded Content
Top Media Platforms
Growth Opportunities
Consumer Exposure to Brands
57%
74%
77%
Brand exposure Traditional media platforms dominate the way consumers are exposed to content from
brands they are interested in
64%
52%
Inserts & Flyers
Detailed/Helpful
ConsumersMarketers
Likes and Dislikes of Branded Content
Quality/Depth of Information
Extending Brand Awareness
Engagement with Consumers
Control over Message
LIKE
DISLIKE
Bias/Excessive Information
Requires Substantial Resources Bias/Excessive
Risk of Poor Design/Execution
18%
16%
16%
13%
32%
23%
17%
51%
54%
89% of consumers are aware of
seeing branded content
78% agree that branded content is just a commercial
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?
Opportunity For Better Quality Content
What is the Optimal Branded Content
Strategy?
In-house
Outsourced
0% 100%60% 80%40%20%
62%
36%
In-house producers are allocating a higher proportion of their spend to branded content
Proving ROI is what is holding me back from doing more branded
content - 65% agree
58%
67%
56%
51%
41%
Website Traffic
Consumer Responses
Click Throughs
IncreasedSales
Shares/likes/retweets
How is ROI Measured?
Build or increase customer loyalty 27%
Branded Content Goals
Increase brand awareness and recognition 45%
Sales/Increase market share 23%
Education/provide information 13%
Branded Content
Spending is Do it right!
Distribution
ChannelsKey Measures
Support your
resources
Future of
Marketing
Key Learnings
Thank You
Presented By: Raj KuchibhatlaRogers Connect Market Research & Client Services Rogers Publishing Ltd.