Branded content is an opportunity for media owners when the reputation of the publication itself and content quality are top of mind for readers, according to research by the Financial Times.

In partnership with research firm Kadence, the FT study took a two-stage approach, firstly through talking to an online community of 50 high-net-worth individuals and decision-makers, followed by an online survey and interviews with more than 500 global respondents.

When it comes to driving branded content, the brand itself takes a backseat to the quality of the content because the study found 64% of respondents believed the quality of branded content is more important than the brand sponsoring it. (For more on how media owners should approach branded content, read WARC’s report: Getting branded content right: Insights from Financial Times.)

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