Study reveals importance of online branded content

Simply Media has published a qualitative study entitled 'Branded Content Online: What Does the Viewer See?' which looks at the positives and negatives of this advertising medium.

The research compares online branded content with more traditional forms of advertising in broadcast and print.

It looks at video from a consumer perspective and is able to suggest guidelines for creating successful content that will not only attract viewers but also increase sales.

Henry Scott, chief executive officer, said: 'Branded content has become something of a buzz term in the web television industry, yet we know very little about what viewers actually think of it.

'There are no set guidelines for best practice and measuring return on investment can be difficult.

'With this research we have set out to fill in some of the blanks and to outline why this area is so important to the future of online advertising.

Across the research sample, it is evident that consumers are conscious of the many different methods of online advertising.

They are also very aware that, unlike television, they do not have to receive these adverts.

They can block pop-ups, navigate away from the page, delete e-mails, and so on.

Branded content is hard to categorise.

The respondents were shown a broad range of examples and for most it was hard for them to fit into a category.

Most of the time it is not considered advertising and in some cases the benefit for the brand is not always clear.

This uncertainty inspires curiosity.

Internet usage usually has a goal.

When going online there was usually a goal that the respondent wanted to achieve.

Whether it was checking Facebook, reading a news or sport update, checking e-mail or watching online content, respondents had a clear mindset.

Throughout the interviews it became apparent there was a set thought process when respondents were asked to judge the effectiveness of a piece of content.

Increasing potential to reach more people is clearly important but where content is viewed can also have an impact on the message you convey.

Viewing on a branded website makes the content seem more official, delivers a coherent message and also aids the opportunity to 'up-sell'.

However, respondents highlighted that it could be seen as lacking objectivity and it also less likely to be seen by non-users.

Relevant websites offer an introduction to new users as well as the potential to collaborate with other brands and benefit from their influence.

In this space, viewers can become distracted as there is plenty of competition for their attention.

Placing content on Youtube or other video portals exposes it to limitless possible viewers and is often the birthplace of many virals.

Respondents felt it made the content seem less genuine or lower budget when simply uploaded to a basic account - branded channels helped viewers to distinguish what was professional and what was not.

Online branded content sits very comfortably alongside other advertising media.

It shares some benefits of print and television but also has a role of its own due to increased scope for interaction and lower costs.

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