Deconstructing Branded Content: A Marketers Guide

The IPG Media Lab partnered with Google to determine how consumers see branded content globally and quantify its effectiveness.
The media trial spanned 10 countries globally and included 50 brands across 19 industries. A panel based survey was used, where
14,780 consumers were exposed to 1 of 105 pieces of test content, followed by a battery of qualitative and branding related questions.

DO CONSUMERS KNOW THE DIFFERENCE BETWEEN BRANDED CONTENT AND STANDARD VIDEO ADS?

Both considered marketing, just different types Because consumers know its marketing, trust is the same, but they experience it very differently
Branded content is more stimulating and provides more depth

vs

branded content standard video ads THE VIDEO was

22% Marketing 21% Marketing
is MORE LIKE ARE MORE LIKE 70% 70% 57% 46% 53% 45% 50% 42%
How-To Video +5% ADVERTISING +10%
Sponsored Show +4%
Presentation +3% TRUSTWORTHy UPLIFTING EDUCATIONAL EXCITING
Brand Promotion +3%
Entertainment +3%
branded content standard video ads

HOW CAN BRANDED CONTENT BE OPTIMIZED?

Its worth spending the extra time and money Dont just entertain! Location, location, location
Creating high quality content will help a brand Use branded content to tell an authentic story The site has a halo effect on perceptions of branded
stand out more that includes trustworthy information content, so ensure placement on premium sites

PURCHASE INTENT
Branded Content Control (Delta)
26% love 5% ok
Brand with a personality ENTERTAINMENT RATING LEAST ENTERTAINING MOST ENTERTAINING 54% adore 15% like
+7% +9% VS +9%
+11% *
Brand I would pay more for
+1%
5 10 15

0
+7% * 15 Overall Favorability
TRUST RATING LEAST TRUST MOST TRUST +2%
+7%
Overall favorability +5% VS +15%* +16%
+10%
+15%
+16% *
-4 0 4 8 12 16
Recommendation intent
+4% INFORMATIVE RATING LEast informative MOst informative purchase intent
-3%
+13% * +6% VS +14%* +5%
Purchase intent +10%
+4% +13%
+14% *
Branded Content Control (Delta) Impact of Branded Content (Delta) by Opinions of YouTube
LOW QUALITY HIGH QUALITY
=Statistically significant difference between test/control or branded content/standard video ads at >=90% confidence
* = Statistically significant difference between deltas at >=90% confidence