82.5% of statistics are made up on the spot...

o.k. 'obviously' we should take the following with a pinch of salt, but the figures below are pretty compelling from a brand perspective:

• Branded content sites are 24% more effective than overall MarketNorms at impacting purchase intent among those with household incomes of $75,000 or greater.

• Video advertising on branded sites provides an 82% brand awareness boost over MarketNorms’ overall online video advertising averages, and a 67% boost for improving brand favourability.

• Sponsorships on branded content sites are 42% more effective than the overall MarketNorms average and 36% more effective than on portals.

This does indicate that brands need to take the end content seriously, and I am certain (having gambled my career somewhat on these market research bods being able to do their job!) that the gap between this type of research and active ubiquitous brand involvement is just round the corner.

Next blog: 'price point - why brands are ignorning research becuase they think it is expensive but it's not really'