IPG Media Labs Kara Manatt: When you offer your consumer education also offer a more favorable perception of your brand

April 11, 2016 | Share this article

Jess Halter, senior research analyst, and Kara Manatt, VP of Consumer Research Strategy in IPG Media Lab, did a study on branded content. They interviewed 14,780 people to decipher how it is perceived the branded content around the world, how to implement and factors to take into account the time of its creation. They worked with 50 brands in 19 vertical industries. Its main finding is that in most countries branded content is very effective, even more than traditional video ads. “Conducted a broad and deep study” Manatt said. “The first thing we asked was: Do consumers know the difference between traditional branded content and ads on video?”

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