Public Relations & Social Marketing Insight
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Quality Branded Content Outperforms Pre-Roll Advertising

Quality Branded Content Outperforms Pre-Roll Advertising | Public Relations & Social Marketing Insight | Scoop.it
From www.nielsen.com - August 3, 2016 10:07 AM

Therefore, content creators and advertisers may find themselves scratching their heads about how to break through the clutter with compelling branded content that attracts an audience and makes them want more.


“While there’s no ‘one size fits all’ when it comes to creating impactful branded content, we’ve identified some common themes in our research and content testing that can be used as best practices for making content resonate with audiences,” said Harry Brisson, Director of Lab Research at Nielsen.


To better understand how consumers are reacting to this new form of marketing content, Nielsen assessed consumer reactions to more than 100 pieces of branded content and found that a brand’s effectiveness (e.g., how a brand resonates with viewers) is largely affected by the format and environment the message is delivered in.


The results of the analysis uncovered three key takeaways that can help brands deliver strong content that resonates with and builds audiences:


- Branded content can drive higher brand recall and brand lift than pre-roll


- When viewers enjoy content, they view the integrated brands more favorably


- Partnering with a publisher can drive ad impact....

Jeff Domansky's insight:

Brands and marketers competing to engage content-hungry consumers need to be creative in the strategies they use to appeal to viewers, especially in an age of ad-blocking technology.

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A New Advertising Format for Re/code

A New Advertising Format for Re/code | Public Relations & Social Marketing Insight | Scoop.it
From recode.net - August 26, 2014 11:45 PM

Eagle-eyed readers may notice a new feature here on Re/code today. It’s called “Sponsor Content,” and is, for us, a new form of advertising. Known broadly as “native advertising,” this is a category of ad that takes the form of an article written by, or commissioned by, an advertiser. It’s widely used online, but the technique actually goes back well before the Web, when print publications ran articles written by advertisers that were called “advertorials.”


Some websites might try to present these ads as if they were normal posts written by their reporters, editors, or curated guest contributors. We won’t be doing that. You’ll notice that we clearly label them “Sponsor Content” with a blue label instead of our usual black one. We also use the company logo next to the writer’s byline, and, at the bottom of each such post, include a disclosure statement saying that the article is a form of advertising, and was neither written by, nor edited by, our journalists.


That doesn’t mean these pieces are bad, or unworthy of your time. It doesn’t mean we are embarrassed to post them. In fact, we hope you will find them interesting. It just means we want to keep faith with you by making things clear.

Jeff Domansky's insight:

Re/code goes native... advertising that is,,, as Walt Mossberg explains, extreme transparency is the rule.

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Native Adpocalypse! The NYT Sponsors an Upworthy-Style Listicle on Mashable

Native Adpocalypse! The NYT Sponsors an Upworthy-Style Listicle on Mashable | Public Relations & Social Marketing Insight | Scoop.it
From contently.com - September 22, 2014 10:35 AM

Those 11 inspiring videos are all original feel-good New York Times productions, and as Digiday’s Lucia Moses noted this morning, the ad is intended to drive subscription signups forThe Times, with a prominent call to action at the top of the piece imploring readers to “Get with The Times.


”While this may seem bizarre and a little too meta for this early in the morning, it’s actually a shrewd move by The Times to grow their audience. Clearly, they’ve identified Mashable readers as potential Times readers and subscribers, and as a result, they’ve come to them with a month-long campaign of branded posts._


The Times also punched up the titles of the individual videos for a Mashable audience. “Tattoo Artist Gives Breast Cancer Survivors Nipples and Hope” was originally titled “The Nipple Artist,” and “Can Your Grandma Pump Iron Like This?” was called “Shirley and the Bodybuilder.”...

Jeff Domansky's insight:

“11 Inspiring Videos That Will Restore Your Faith in Humanity” sounds like your standard Tuesday-morning Upworthy offering, but it’s actually a “BrandSpeak” post on Mashable paid for by The New York Times.


If you're having trouble following the bouncing ball and the marketing strategy here, I'm not surprised. It's actually fairly agile marketing by the New York Times, if a little bit out of the box. I look forward to learning if it works.

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