Complete Story
06/22/2017
Study finds greater trust in branded content than traditional ads
The findings of a new study by Time Inc. reveal that two in three consumers trust branded content more than traditional advertising. For the study, the publisher sought to understand how GenZ, Millennials, and GenX consumers respond to and engage with branded native and branded content and referred to both as “custom content”.
Specifically, the study found that GenZ is quite open to custom content, with 93% of respondents in that demographic saying they want to see brands do something new, unique, or creative to get their attention; 88% indicating that custom content feels like a good way for new brands it hasn’t heard of to reach them; 84% agreeing that custom content is a way for brands to engage them, and 72% wanting video and infographics to better explore a story or data. GenZ respondents are “a visual bunch. When they see content that matters and that’s relevant, they want to use all the components of storytelling to get into it,” said Chris Schraft, president, enterprise content sales and agency development for The Foundry, Time Inc.’s content studio.
