Based on ListenFirst research, branded content on social media is showing promising results with an ... advertisers, bra
BRANDED CONTENT: NAVIGATING A NEW FRONTIER JULY 2017
The State of Branded Content for TV It’s no secret that media companies continue to be challenged with finding additional sources of inventory and revenue. Based on ListenFirst research, branded content on social media is showing promising results with an enormous opportunity for both advertisers and media companies to bring new value to the advertising ecosystem. This recent study of branded content on Facebook for the TV industry shows impressive returns on engagement for brand advertisers. And, while a rapidly growing part of a media company’s offering for advertisers, branded content still represents a small percentage of total social inventory media companies could be monetizing today. This shows an exciting, untapped market that—until now—has not been studied. In this report we document the adoption of branded content on social across the media industry. We also examine how branded content is being implemented, evaluate its effectiveness, identify the advertisers leveraging this new frontier, the networks already monetizing it, and highlight early best practices.
About ListenFirst ListenFirst is the most comprehensive enterprise social analytics solution. The ListenFirst platform analyzes and unites billions of real-time digital and social media signals across more than 50,000 brands and 20+ industries--from owned, earned, paid, conversation, and video content engagement to behavioral analytics, brand affinities and influencer tracking--to give brands insight into developing content, setting KPIs, optimizing strategy and performance, and driving the bottom line. Founded in 2012, ListenFirst is trusted by leading global brands including Viacom, NBA, Madison Square Garden, 20th Century Fox, Amazon, Michael Kors, and Warner Bros, and is regularly featured in The Wall Street Journal, Variety, Ad Age, Forbes and more. For additional information, visit www.listenfirstmedia.com.
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Growth of Branded Content The volume of branded content published by TV networks over the past three quarters has grown steadily, with a 72% jump in Q2 2017 compared to Q4 2016. But, while the number of posts continues to rise branded content is still in its infancy. Today, branded content for the TV industry represents only
