The Most Effective Branded Content Experiences & Executions

Branded content effectiveness

According to Boston Consulting Group, marketers in the U.S. have been increasing spend on branded content at a 20 percent annual rate since 2014, with spending projected to reach $25 billion by 2019.1

A big reason for branded content’s growth? Users find it favorable.

A survey conducted by Nielsen showed that 76 percent of consumers perceive branded stories as interesting, while only 34 percent deem it excessive.2 In addition, the average time consumers spent on each branded story is two-and-a-half-minutes, or eight times more than traditional media.3

Here’s how branded experiences are proving effective at reaching and engaging users.

Create Mobile Storytelling
Brands should think mobile; according to Polar, a technology provider for branded content, the average time spent on branded content, specifically on smartphones, is 63 percent. What’s more: Click-through rates are 127 percent higher than desktop.4

Polar attributes mobile success to consumers’ linear reading habits. It claims that mobile formats have fewer distractions, so readers are less likely to click away.5

Learn the winning formula publishers are using to successfully reach, attract, and retain mobile users.

Perhaps not surprisingly, nearly 80 percent of time spent on social media is on mobile devices.6 Among social channels, mobile-only Snapchat has proven to be a powerful branded content medium.

According to Snaplytics, over 50 percent of Snapchat users will open a brand’s story, and more than 85 percent will finish the entire story.7

“With 161 million daily active users on Snapchat, brands are quickly learning this is the go-to outlet because it allows them to engage their brand ambassadors and deliver content that really resonates with people, in real-time,” said Thomas Cilius, founder and CEO of Snaplytics.8

Snapchat’s sponsored lens campaigns have also delivered strong results.

Taco Bell’s Cinco de Mayo campaign is an example. The brand launched a sponsored lens that turned consumers’ heads into gigantic taco shells to celebrate Cinco De Mayo. The lens hit 224 million views in a day.9

Keep it Personal
According to a survey conducted by OneSpot, 87 percent of consumers say that personally relevant branded content positively influences how they feel about a brand, and 60 percent feel a stronger connection with a brand after seeing relevant content.10

Consumers also show more interest in purchasing a product and are willing to pay more for the product when the content experience is individually personalized, according to the survey.11

But how do advertisers achieve personalization?

By analyzing rich behavioral data, artificial intelligence (AI) helps brands personalize content and deliver relevant content automatically.

For example, Campbell’s Soup uses IBM’s Watson ad technology to recommend recipe ideas to consumers based on their answers to several personal questions involving preferences, past choices, and ingredients on hand.12

As brands continue to invest in branded content, mobile and personalized experiences & executions should be strong considerations.

Content Personalization

1. Handley, Lucy. “Marketers used to make ads to sell products. Now they’re creating whole TV shows.” CNBC. CNBC, 3 Apr. 2017. Web. 11 Oct. 2017.
2. Elkin, Tobi. “Mode media survey reveals how branded content impacts consumer purchase intent.” Mediapost. Mediapost, 8 Mar. 2016. Web. 11 Oct. 2017.
4. Sterling, Greg. “Reports: engagement with branded content on mobile 63% higher vs. PC.” Marketing Land. Marketing Land, 5 May. 2016. Web. 11 Oct. 2017.
6. Sterling, Greg, “Nearly 80 percent of social media time now spent on mobile devices.” Marketing Land. Marketing Land, 4 Apr. 2016. Web. 11 Oct. 2017.
7. Neely, Alexander. “More than half of Snapchat users open, watch branded content.” Campaign Live. Campaign Live, 15 Feb. 2017. Web. 11 Oct. 2017.
9. Johnson, Lauren. “Taco Bell’s Cinco De Mayo Snapchat Lens was viewed 224 million times.” Adweek. Adweek, 11 May. 2016. Web. 11 Oct. 2017.
10. Durman, Tyler. “2017 is the year of content personalization—here’s why.” OneSpot. OneSpot, 10 Jan. 2017. Web. 11 Oct. 2017.
11. IBID
12. Builk, Beth. “How marketers are using AI to improve the brand experience.” AdAge. AdAge, 1 Nov. 2017. Web. 11 Oct. 2017.