The Effectiveness of Branded Content on Banner Advertising

Branded content requires a considerable amount of resources from the owner of the web resource in terms of financial investment, while specialists need adequate time and skills. Therefore, if you are considering implementing such an instrument for the first time, you may have some doubts.

The uncertainty can stem from not knowing just how beneficial branded content will be for your site. It doesn’t matter what your intention is – to attract more clients, make the brand more popular or optimize the web resource for search engine queries. Are the funds invested in the development of branded content going to yield the desired profit?

Today, marketers still frequently employ standard advertising in their activities. However, according to recent studies, the costs of traditional advertising formation practically haven’t increased, as they used to. At the same time, the desire to develop branded content is growing. Forecasts suggest that by 2025, this sector will reach a value of 402 billion dollars.

Today, we will talk about what is currently known about branded content, what similarities and differences it has with standard advertising, and whether it is becoming more demanded, as well as how to achieve that.

We will examine the facts about branded content.

22 Times More Interesting

If we compare banner advertising to sponsored content, the latter is considered 22 times more engaging. Why does this happen? Because users always notice standard and familiar ads. They generally do not react to banners and fail to perceive the information they provide.

Produced and individualized content from a separate brand attracts people much more, as they have the opportunity to engage with it in some context. They see the brand name or its brief description, wanting to learn more about it, and thus proceed to the suggested links. Based on human perception, branded content is much more valuable and engaging than annoying banners.

Brand Recognition Increases by 59%

For entrepreneurs who want to create a completely new brand and engage people, branded advertising will generate much more revenue than banners. If we compare sponsored content with other types of advertising, it increases brand recognition by 59%. This figure indicates that visitors will remember the brand much faster if they initially get acquainted with it through branded content.

If we look at the sponsored variants of content from the perspective of marketing, they also carry significant value. A person may not immediately purchase a specific product, but after recognizing your brand, they will likely remember it at the first opportunity. And when they want to buy something, they will specifically search for you.

Increases Brand Ranking by 50%

This figure has also been verified in research conducted by Nielsen. With the help of article placements, much more trusting relationships with clients are established than through banner advertising.

There is yet another important aspect. When a person encounters sponsored content in popular media, they can communicate with the readers of those publications to not invoke any aversion to intrusive advertising. Since what is said about your brand will be influenced by reputable people, users will increase their level of trust. And when they want to buy something, they will clearly remember you.

Increases User Interest

People find it far more interesting to read and engage with appealing, well-organized, useful, and quality information. Therefore, if your brand offers exactly such content, it will immediately win their hearts.

Providing the same format as banner advertising is quite complex. Thus, it is better to attract users through sponsored content. It is much easier for people to perceive this, as it is produced by a reputable publisher. It is possible that they may find common ground, which can further increase their interest.

Becoming More Popular Every Day

Branded content can no longer be termed as new and unknown. Today, marketers actively use this form of promotion, alongside traditional advertising options. Its results are significantly higher and more profitable, thus investing money into it is certainly worthwhile.

Data indicates that 74.5% of individuals involved in communications are incorporating into their development plans and spending on sponsored content. Ultimately, it is best to operate across two fronts, using both banners and publications. However, it is anticipated that branded content will have a much greater significance in marketing in the future.

Conclusion

While branded content is currently significantly less known than banner advertising, it is clear that it is far more interesting and appealing to people. When the content of a site resonates well with visitors, they are likely to return more often and recommend it to their acquaintances. Thus, the number of clients will grow, and sales will increase.