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Spend any time online or browsing social media, and you're likely to come across branded video content. Advertisers and marketers want people to not only see their content but to enjoy it so much that they share it with their friends. A new study from the University of Kansas has found that the prominence of the brand and the advertisers' decision to disclose whether the content is branded can heavily influence how people view and share the video.
Branded video content is highly popular among advertisers. Technology has allowed marketers to reach consumers in new ways, but it has also allowed consumers to insulate themselves from promotional content. Hyejin Bang, assistant professor of journalism at KU, wrote a study in which participants viewed examples of branded content and measured how closely they paid attention, whether they realized it was advertising and whether they would share it. The effect of brand prominence depended on when the branded nature of the content was disclosed. When it was prior to the video, prominent placement generated greater persuasion knowledge compared with subtle placement, which resulted in less sharing intention and avoidance in visual attention.
Study - Journal - Interactive - Marketing - Dongwon
The study is forthcoming in the Journal of Interactive Marketing and was co-authored by Dongwon Choi, Bart Wojdynski and Yen-I Lee of the University of Georgia and Kate Keib of Oglethorpe University.
Bang, who researches digital advertising, marketing, consumer engagement and how individual traits moderate media effects, said the study provides both information for how marketers can better reach potential audiences and how consumers can protect themselves. Native advertising, or branded content made to look like it was produced by individuals, can be deceiving. Federal Trade Commission guidelines state branded content must be labeled as such.
People - Advertising - Content
"When people are exposed to native advertising such as branded content, they can be influenced without even knowing...
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