New York—Seventy percent of marketers and 77% of agencies said they have used branded content as part of advertising in the past year, according to a survey by global newspaper website MailOnline.
The study was based on an online survey of 610 marketers and ad agency executives conducted in April.
It found that 66% of marketers said branded content marketing is very important to their marketing mix.
The top source of branded content for advertisers is publishing partners (58%), followed by clients (49%) and third-party content producers (37%).
When asked which tactics were most effective in achieving branding objectives, marketers cited video as the top tactic (26%), followed by branded content, social media and search (25% each). Other tactics cited were email (17%), mobile (14%) and display advertising (9%).