The past months, independent research agency DVJ Insights investigated, on behalf of NRC, the effectiveness of a number of major NRC Branded Content projects. DVJ Insights combined several investigations and has drawn general conclusions.
The strength of NRC Branded Content is our ability to find the right approach which is relevant at the right time: due to an effective match between the published themes and the advertiser’s brand a significant positive image of the brand arises.
Research by DVJ Insights
Both online and print advertisements have been investigated
NRC reader print
NRC reader online
Expressions of businesses from the following industries have been investigated
Comparison of two respondent groups
More positive brand image
Because of an effective match between the branded content advertisement and the brand, a significant positive image of the brand arises
On average, 34% has a more positive image of the brand statements
Brand preference and brand consideration
If, in a natural way, an advertiser’s brand is linked to the theme of the branded content campaign, an image transfer will take place from the content and context to the advertiser’s brand. This image transfer influences different phases of the brand experience. Especially brand preference and brand consideration are fueled positively by NRC Branded Content.