| Digiday Research is available exclusively to Digiday+ members and keeps them ahead of developing trends in media and marketing. Below is a taste of a recent report. Subscribe to Digiday+ now for only $7 per week to access the full version as well as original research reports three times a week, premium content, invitations to members-only events and more. |
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| Subscribe now At the Digiday Marketing Summit in December, we sat down with over 30 industry executives from major brands across the country to discuss developing trends such as branded content. Advertiser aren’t sure if branded content works
Brands are spending a lot of money on branded content — $10 billion in 2016, to be exact, according to Forrester’s most recent report. Given how much is being spent, marketers might expect branded content to perform exceptionally well, but that’s not necessarily the case. Respondents to Digiday’s survey were split on the effectiveness of branded content. Although no one thought branded content was completely useless, marketers we surveyed were just as likely to consider branded content incredibly effective or just somewhat effective. |
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