marketers’ and consumers’ attitudes and perceptions of branded content
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12Sept
2012
Marketers’ and Consumers’ Attitudes
and Perceptions of Branded Content
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Methodology
Online survey Across Canada
249
Marketers
July-August 2012
1412
Consumers
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Branded Content is the Future of Marketing
78% agree
Trust 93% agree
Insights 93% agree
Ongoing Relationship 97% agree
Increased sales 91% agree
Greater role in marketing initiatives 85% agree
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A Shift in Spend
Current Within the next 2 years
None
<10%
11-20%
21-30%
31-40%
41+
10%
37%
19%
15%
10%
8%
3%
16%
29%
19%
15%
17%
Those who are dabbling are going to increase their spending
Those who are spending money will double their spending
66%
63%
Regardless of company size, branded content spending is increasing
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Deployment of Branded Content
Top Media Platforms
Growth Opportunities
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Consumer Exposure to Brands
57%
74%
77%
Brand exposure Traditional media platforms dominate the way consumers are exposed to content from
brands they are interested in
64%
52%
Inserts & Flyers
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Detailed/Helpful
ConsumersMarketers
Likes and Dislikes of Branded Content
Quality/Depth of Information
Extending Brand Awareness
Engagement with Consumers
Control over Message
LIKE
DISLIKE
Bias/Excessive Information
Requires Substantial Resources Bias/Excessive
Risk of Poor Design/Execution
18%
16%
16%
13%
32%
23%
17%
51%
54%
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89% of consumers are aware of
seeing branded content
78% agree that branded content is just a commercial
91% agree that they don’t mind seeing a company mentioned by media outlets as long as the information is unbiased
How do you bridge this gap?
Opportunity For Better Quality Content
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What is the Optimal Branded Content
Strategy?
In-house
Outsourced
0% 100%60% 80%40%20%
62%
36%
In-house producers are allocating a higher proportion of their spend to branded content
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Proving ROI is what is holding me back from doing more branded
content - 65% agree
58%
67%
56%
51%
41%
Website Traffic
Consumer Responses
Click Throughs
IncreasedSales
Shares/likes/retweets
How is ROI Measured?
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Build or increase customer loyalty 27%
Branded Content Goals
Increase brand awareness and recognition 45%
Sales/Increase market share 23%
Education/provide information 13%
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Branded Content
Spending is Do it right!
Distribution
ChannelsKey Measures
Support your
resources
Future of
Marketing
Key Learnings
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Thank You
Presented By: Raj KuchibhatlaRogers Connect Market Research & Client Services Rogers Publishing Ltd.