In the past, branded content from advertisers and companies wasn’t always well received, mainly because, well, it’s kind of easy to tell that it’s brand content. Lately, though, it appears that consumers don’t seem to mind so much, according to a new research report from Vibrant Media.

Out of the 1,000 Americans surveyed, between the ages of 13 and 64, approximately 33 percent actually trust branded content, while a similar 35 percent believe that content from publications is to be trusted higher. Those two are pretty close together, closer than in previous reports.

The study also shows that one in three consumers rate the advertiser’s main website as the most useful source of information after getting first information about a product – which is actually five times higher than the number of those who would prefer to get opinions from articles written by journalists regarding said product. Advertorials also get a higher amount of interactivity over general articles as well, it seems.

When it comes to what kind of content consumers prefer, it appears that images are the best liked. An approximate 64 percent believe that brands’ images are most easy to be receptive to, while 57 percent, slightly lower but still quite up there, would prefer videos of some sort. Meanwhile, 46 percent still prefer write-ups, in the form of articles.

When it comes to brands’ social media posts, however, the numbers aren’t as staggeringly high. 30 percent of consumers say they aren’t usually receptive to brands’ social media posts, while 42 percent say they are. About the same percent (44 percent) believe that banner ads are the best form of online advertising, and respond accordingly.

“The findings have reassured us that publishers who offer branded content, or are considering doing so, are not compromising their relationship with consumers – as long as they do so responsibly,” said Craig Gooding, executive chairman and founder of Vibrant Media.

What do you think? Do you prefer the power of the printed word from journalists, or are you more into branded content?

Source: Skyword