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Polar tested different ad formats including image-based content (graphics, image galleries, and slide shows), article-based content, and video-based content. It tested more than 30 pieces of content, with each type tested by a minimum of 1,000 people via desktop, mobile, and both.
Among the findings of the study, conducted in March 2017:
--Consumer awareness of a brand increased to 69% after engaging with branded content, while purchase intent was 51%. The study also used a control group with no branding.
--Incorporating companion display ads next to branded content improved purchase intent by 17% and didn’t have a negative impact on brand perception
--Imagery (infographics, image galleries, and slide shows) performed the best among content formats. And notably, video isn’t always needed to tell the story. However, imagery outperformed articles by 11%.
"We found that consumers responded a bit more favorably when there was less obvious branding,” Bella said....
Does branded content really work? Research says yes and that's great news for marketing.