1. Marketers’ and Consumers’ Attitudes
and Perceptions of Branded Content
2012
12
Sept

2. Methodology
Online survey July-August 2012 Across Canada
1412 249
Consumers Marketers

3. Increased sales 91% agree
Insights 93% agree
Branded Content is the Future of Marketing
Ongoing Relationship 78% agree
97% agree
Trust 93% agree
Greater role in marketing
initiatives 85% agree

4. A Shift in Spend
Current Within the next
2 years
Those who are dabbling
are going to increase their None 10% 3%
spending <10% 37% 66% 16%
11-20% 19% 29%
Those who are 21-30% 15% 19% 63%
spending money will 31-40% 10% 15%
double their spending
41+ 8% 17%
Regardless of company size, branded content spending is increasing

5. Deployment of Branded Content
Top
Media Platforms
Growth Opportunities

6. Consumer Exposure to Brands
Brand exposure Traditional media platforms dominate the
way consumers are exposed to content from
brands they are interested in
77%
74%
Inserts & Flyers 64%
57%
52%

7. Likes and Dislikes of Branded Content
Quality/Depth of Information 18%
Extending Brand Awareness 16%
54% Detailed/Helpful
Engagement with Consumers 16%
Control over Message 13%
LIKE
Marketers Consumers
DISLIKE
Bias/Excessive Information 32%
Requires Substantial Resources 23% 51% Bias/Excessive
Risk of Poor Design/Execution 17%

8. Opportunity For Better Quality Content
89% of consumers are aware of
seeing branded content
91% agree that they don’t
mind seeing a company
mentioned by media outlets
as long as the information is
unbiased
How do you bridge
this gap?
78% agree that branded
content is just a commercial

9. What is the Optimal Branded Content
Strategy?
In-house producers are allocating a
higher proportion of their spend to
branded content
62%
In-house
36%
Outsourced
0% 20% 40% 60% 80% 100%

10. How is ROI Measured?
67%
Proving ROI is what is holding me
back from doing more branded
content - 65% agree
Website Traffic 58%
Consumer 56%
Responses
Click 51%
Throughs
Increased 41%
Sales
Shares/likes
/retweets

11. Branded Content Goals
Increase brand awareness and recognition 45%
Build or increase customer loyalty 27%
Sales/Increase market share 23%
Education/provide information 13%

12. Key Learnings
Branded Content Support your
Spending is Do it right! resources
Distribution Future of
Channels Key Measures Marketing

13. Thank
You
Presented By: Raj Kuchibhatla
Rogers Connect Market Research & Client Services
Rogers Publishing Ltd.