Gabey Goh
Nov 9, 2015

Deconstructing branded content and its impact on consumers

Google and IPG Media Lab released the results of a study into the effectiveness of branded content, which shows that consumers have a savvy point of view on branded content. Providing content that is trustworthy and informative while staying authentic to the brand, is much more important for building brand metrics than just being entertaining.

Related Articles

Just Published

23 hours ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

1 day ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.