12Sept

2012

Marketers’ and Consumers’ Attitudes

and Perceptions of Branded Content

Methodology

Online survey Across Canada

249

Marketers

July-August 2012

1412

Consumers

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

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

Deployment of Branded Content

Top Media Platforms

Growth Opportunities

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

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%

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

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

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?

Build or increase customer loyalty 27%

Branded Content Goals

Increase brand awareness and recognition 45%

Sales/Increase market share 23%

Education/provide information 13%

Branded Content

Spending is Do it right!

Distribution

ChannelsKey Measures

Support your

resources

Future of

Marketing

Key Learnings

Thank You

Presented By: Raj KuchibhatlaRogers Connect Market Research & Client Services Rogers Publishing Ltd.