Looking to educate consumers and businesses about LED lightbulbs and energy efficiency, Mass Save, a collaborative of natural gas and electric utilities, aims to break down common misconceptions about LED technology. It enlisted the BG BrandLab, the brand studio of Boston Globe Media, to help it deliver the message with a mix of sponsored and provided content.

Apartment Therapy and Kitchn have become popular destinations for inspiration on interior design and decor, DIY [do-it-yourself] home improvement projects, and household organizational ideas. Apartment Therapy is experimenting with diverse creative assets to engage its predominantly millennial audience

The U.S. is the world's largest market for content marketing, exceeding $12 billion in 2016 (44% global share), but it ranked only 16th in overall growth, trailing world leader South Korea's 22% surge by eight points, according to new intelligence from PQ Media.

A new study that explores the impact of combining a native in-feed ad unit and a branded content landing page found meaningful increases in unaided awareness, online ad recall, and purchase intent.