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Simply Media Branded Content Whitepaper
SM09 WHITE PAPER 09.pdf
The success of a piece of branded content is extremely difficult to determine. Viewing figures don’t tell the full story with regards to engagement, brand perception and increased propensity to buy. As the consumer is in control the guidelines for this new medium need to come from them.
Simply Media worked closely with media specialist Work Research to devise the methodology for an in-depth qualitative study capable of understanding exactly how people think about, find and use branded content online.
Key areas the research set out to investigate were: Which types of branded content work best?
When doesn’t it work?
What effect does it have on a brand?
Does it encourage sales?
Is it perceived as advertising?
Where do consumers encounter branded content?
Does the surrounding environment impact the reaction?
The success of a piece of branded content is extremely difficult to determine. Viewing figures don’t tell the full story with regards to engagement, brand perception and increased propensity to buy. As the consumer is in control the guidelines for this new medium need to come from them.
Simply Media worked closely with media specialist Work Research to devise the methodology for an in-depth qualitative study capable of understanding exactly how people think about, find and use branded content online.
Key areas the research set out to investigate were: Which types of branded content work best?
When doesn’t it work?
What effect does it have on a brand?
Does it encourage sales?
Is it perceived as advertising?
Where do consumers encounter branded content?
Does the surrounding environment impact the reaction?
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Comment by Lisa Burprich on October 29, 2009 at 11:44am - Very interesting whitepaper...
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