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Branded Content: two words that will get you full attention at the upcoming media end-of-year drinks. But what is it? Does it work? Is it worth investing in?

UM could tap into the great study that our international colleagues of the IPG Media Lab have conducted with the American business giant Forbes. 2259 visitors of the Forbes website got exposed to random versions of the website (clean, display bannering, branded content, display bannering branded content combo).  A post exposure test allowed analyzing the impact of the different flavors of branding and exposure to bannering and branded content.

The results crown branded content very convincingly as the clear winner. You can download the full report here.


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