Commexis Cast Daily – Feb. 22, 2018: What Consumers Want from Branded Content

Today’s Commexis Cast discusses rising pressure for publishers’ branded content margins, and a new study that analyzes the most important facets of branded content according to users.

First, Digiday’s Max Willens reports on the ways Facebook’s changes to its algorithm are having an effect on the organic reach of branded-content. Suffice to say, it’s going down. And brand’s costs are going up. Willens writes that, “[w]orldwide spend on branded content totaled $5 billion in 2017, according to estimates from branded content distributor Polar, up from $3.6 billion in 2016. But higher prices played a role, too. Over the past two months, the cost per click publishers pay for Facebook ads grew 16 percent year over year, per Keywee.”

The increase in CPC mixed with the decrease in organic traffic is a double-whammy hitting publishers’ margins. A brand either pays for their content to be seen or else you risk not having the content not being seen enough (and thereby recouping the cost). Additionally, Willens reports that brands and agencies are scrutinizing the content audience to such a degree that there can be an increased cost to target that segment.

Despite the seemingly all around increased cost of branded-content, new data showcases that it’s still incredibly effect.

A new report on details an Adobe and Anvis study showing, “the majority (57%) of respondents said that they had made a purchase in the past year as a result of valuable online content from a brand. Secondary actions taken in response to valuable brand content include sharing the content with friends and family (29% having done so) and subscribing to an email list (23%).”

Furthermore, the study found that most people prefer content that they would describe as “accurate” and “informative” over “entertaining” and “beautifully designed.” Consumers did not like content that is “too wordy or poorly written,” and content that isn’t relevant to consumer’s interests.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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