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Online Publishers Association confirm power of Branded Content Sites
The Online Publishers Association (OPA) recently released a research study that states in the opening paragraph that "...branded original content sites – make for a more valuable advertising environment."
Although the entire study involves their member sites such as cnn.com, abc.com, and discovery.com, the results again confirm why corporations are getting into the "branded content" game. If b2b and b2c consumers prefer (as the research suggests) branded original content, and, according to OPA, they are in "decision-making mode," compared to sites without a robust content offering, the opportunities to corporations are a-plenty.
It's no wonder why corporations are getting into the game. I'm sure we have all heard that, in the next few years, a massive majority of content produced on the Internet will not be produced by traditional content providers. Yes, this includes the myspace and YouTube users, but it also includes corporations and associations. These groups, such as Ford and their Ford Bold Moves campaign, have only just begun to make an impact.
Although the entire study involves their member sites such as cnn.com, abc.com, and discovery.com, the results again confirm why corporations are getting into the "branded content" game. If b2b and b2c consumers prefer (as the research suggests) branded original content, and, according to OPA, they are in "decision-making mode," compared to sites without a robust content offering, the opportunities to corporations are a-plenty.
It's no wonder why corporations are getting into the game. I'm sure we have all heard that, in the next few years, a massive majority of content produced on the Internet will not be produced by traditional content providers. Yes, this includes the myspace and YouTube users, but it also includes corporations and associations. These groups, such as Ford and their Ford Bold Moves campaign, have only just begun to make an impact.
Labels: branded content
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