Public Relations & Social Marketing Insight

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....

A spirited panel at Social Media Week in New York spelled out why marketers should stop treating content like ads and start being storytellers.

For marketers, all bets are off. It's time to think differently about customer engagement or risk crapping out.

“The game has changed. The channels have changed. That means that brands have to change,” Brian Becker, VP of content marketing for JPMorgan Chase, said during the panel “Content: A Brand's Most Essential Resource” at Social Media Week in New York. Becker asserted that many companies still struggle to put consumers' wants, needs, and perspectives into the brand narrative. Content, however, allows them to do just that. “Bring the voice of the customer into your marketing,” Becker said. “That's when you sound so much more authentic.”...

Consumers may tune into TV on a regular basis, but they mentally tune out rather fast in favor of the array of "second screen" options.

On average, television holds a consumer’s attention only 39% of the time, a rate that pales in comparison to the attention rates laptops (70%), tablets (76%) and smartphones (77%) command.

That’s according to a new report from Nielsen and YuMe, a digital video ad tech firm, expected to be released Wednesday morning.  MediaDailyNews got an early look at the data....