Editorial content and other earned ad messages, packaged with paid or narrative video marketing, can resonate with consumers way beyond the influence of traditional brand creative pieces alone. That’s because earned media, or editorial content, helps to raise awareness, according to joint research from Synaptic Digital and WPP’s Kantar Video.
The research, released Tuesday, aims to understand the effectiveness of packaging brand messages in “earned” brand advertising, also known as news reports and media coverage, and “paid,” or narrative marketing, typically a 30- to 60-second spot.
Focused on a major American automotive brand, the research garnered results from more than 1,800 respondents, exposing each to combinations of formats with a specific message. Responses from consumers measured the effectiveness of creative formats against unaided brand awareness, brand favorability, and persuasion.