FieldTest content partner Forbes makes the case for branded content and content paired with display ads in their recent IPG study. Interestingly, the top complaint for clients executing native campaigns continues to be their inability to measure impact. As native automation proceeds, emerging engagement metrics will be critical to measuring the effectiveness of content used in campaigns.
Stronger branding is seen as being more educational and honest, and high branding is more important when people are reading articles with small text. Once people are exposed to brand content, they are more likely to seek it out in the future. FieldTest’s content pairing strategies help brands to surface and amplify their content to build relationships with new customers.