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Findings With Clients Including Orville Redenbacher's Demonstrate That Branded Content Is More Effective at Reaching Mobile Users and That Authenticity and Creativity Are Critical
SILICON VALLEY, CA --(Marketwired - March 08, 2016) - Mode Media today released survey results commissioned from research company Nielsen, which reveal a series of best practices and key takeaways for branded content creation. These findings -- some of them unexpected -- will benefit any marketer engaged in or considering branded content creation.
Mode commissioned Nielsen to understand how branded content, such as Mode's Branded Story product, drove brand impact across a select group of advertiser campaigns on mobile and desktop platforms. The study was conducted using a sample of 2,400 women aged 18-44 who viewed native branded stories on Mode.com.
Various Mode Media clients including ConAgra's Orville Redenbacher's participated in the study. To see the Orville Redenbacher's campaign that was executed in partnership with media agency Spark SMG, click here for screenshot and PDF of content.
Highlights from the research include:
"The one-two combination for branded content success is to combine interesting, helpful, and good ideas with gorgeous creative and credible delivery," said Dan Lagani, Mode Media President and Chief Revenue Officer. "This study proves that branded content, such as Mode's Native Branded Story, is an elegant way for marketers to engage consumers authentically and at scale, while providing valuable insights to marketers seeking to roll out their own branded content campaigns. This is particularly important when reaching millennials, who put a premium on authenticity and creativity, and are inspired by people they can relate to."
"We see great opportunity in reaching our consumers with better content that does not disrupt their experience but enhances it," explained Heather Dumford Marketing Director, Media, for ConAgra. "This research from Nielsen is a great step in illustrating that branded content offers precisely that. Mode Media¹s Branded Story offers a particularly effective implementation of branded content that we are happy to have had as part of our approach this year for Orville Redenbacher's."
About Mode Media
Mode.com is an owned & operated social networking platform where creators can upload videos and build content stories. Content on Mode is curated by professional editors and distributed in user feeds -- personalized by the Mode content algorithm technology. In less than one year, Mode has grown from zero to 44 million unique monthly users, and crossed over 1.8 billion streamed video views.
Mode Media, a top 10 U.S. media property with 144 million* unique users a month and 220 million** unique users worldwide, was founded in Silicon Valley in 2004 with a simple, yet powerful idea -- to help people discover relevant content by combining the power of human curation of premium content with technology that distributes the right content to the right people at the right time. Today, Mode Media is building the largest independent premium video and content platform for creators powered by distribution and streaming technology that delivers targeted native videos, content and branded entertainment at scale in real-time. For additional information regarding Mode Media, visit http://corp.mode.com/.
The following files are available for download:
Lightspeed PR / Bender Helper Impact