Finding the best way to communicate with your audience is part art and part science. As an emphasis on cross-screen viewing and digital has become a core part of brand communications, the lines between ads and content have blurred. But how do consumers feel about this?
To better understand consumer perceptions of both branded content and video advertising, our global media research centre, IPG Media Labs, partnered with Google to undertake new research. Their findings highlight core themes of successful branded content as well as reiterating Google’s “Help, Hub, Hero” content framework.
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