At least that’s what a new study done by WPP’s Kantar Video and Synaptic Digital reports.
The collaborative study on consumer reception to media content says a combined approach of paid and earned media outdoes traditional brand creative in areas of awareness, persuasion and attribute.
Synaptic and Kantar reported that over 1,800 demographically diverse test subjects were exposed to the three types of media in a wide range of combinations and pairings, and then were put through a double-blind survey to measure the influence of the message formats. The responses were compared with a control group that had no exposure to advertising material.
The main finding? Consumers were most swayed by information-laden editorial content, in contrast to the more traditional brand creative, and the response was much the same whether that content was paid for, or earned.
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