The study results include the following insights:
“Our study shows that consumers are very open to custom content as a more relevant, creative and interesting way for brands to connect,” said Chris Hercik, senior vice president, creative and content, The Foundry, Time Inc. “At the Foundry, we think of consumers’ needs and desires throughout the design process to create campaigns that are engaging and thought-provoking.”
With little published research on custom content, the qualitative and quantitative study generated responses from an audience of over 17,000.
More study highlights include:
“In order for brands to offer more credible, connected and valued content and help successfully drive KPIs through native experiences, we have created a best practice called the B-cubed Principle: Be Relevant, Be Distinct and Be on Brand,” explained Chris Schraft, president, Foundry Content Sales and Agency Development. “Be Relevant means know your audience and align your brand story with their needs and interests. Be Distinct reinforces the importance for the brand to take center stage and offer unique, differentiated value by entertaining, informing or providing utility. Be on Brand is about making sure the brand is organically woven into the content narrative and speaks in a tone that resonates with consumers.”
GenZ respondents seem particularly open to deepening their relationships with brands. Study insights specific to the GenZ respondents include:
The study leveraged the scale and depth of a Gen Z, Millennial and Gen X audience. Time Inc. hosted online communities of about 200 Auto Buffs, Fashionistas, Foodies and Finance Gurus. The Company then surveyed about 17,000 US consumers in these categories to get their take on if and how custom content resonates, what best practices are and what consumers want to see from brands based on over a dozen campaigns.
Time Inc. is a member of FIPP.
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