Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "sponsored content"
- Email is the only owned and earned channel to see an increase in 2025, Gartner reports.
- Live webinars saw modest growth as well, ranking as the 10th-most preferred content type in 2024.
- Google has expanded access to its AI Mode search beyond Google One AI Premium U.S. subscribers. The lack of links to businesses will become a challenge for all when asking for detailed information. The feature provided links to general information, but not when it came to specifics in my searches.
- Major gains in sponsorship deals came from ticketing, alcoholic beverages and telecommunications. The total number of actual deals for all the NFL teams grew to over 3,600.
- Public relations professionals have a variety of tools to reach key audience groups, including what are known as earned media placements. When it comes to sending out press releases, 83% of publicists say they post announcements on social media, making the newer channel more popular that news distribution services (69%), a newsroom page on an organization’s website (61%) and somewhere else on a website (43%), PR Newswire found in a survey. “Because the attention economy is fragmented across a wide range of platforms, comms professionals have turned to the integrated, multichannel strategies their marketing companions have championed for years,” according to PR Newswire. A slim 9% said they used paid placement, which typically is a hybrid form of advertising and information known as native advertising or sponsored content. Amid concerns that generative artificial intelligence, the technology behind the popular app Chat GPT, will one day replace knowledge workers, only 26% said they use these tools to help craft content for press releases. Among those respondents, the most popular uses for Gen AI is writing headlines (49%), writing body copy (41%), proofreading content (41%), generating ideas for press releases (38%) and conducting research (27%). “Those who are using gen AI to craft press release content reported doing so carefully and methodically,” according to the report. “A couple of respondents compared their use of AI to having an intern who creates the first draft, followed by heavy oversight and editing by a more senior professional. It’s important to remember that generative AI is merely a tool to help increase efficiency rather than replace creativity.”
- Comms professionals have turned to integrated, multichannel strategies their marketing companions have championed for years.
- While advertisers are in a period of rising ad prices, that could change in the second half of the year, according to a report released Wednesday.
- Demand for marketing content grew by one and a half times this year, but marketing teams were only able to meet that demand 55% of the time.
- Suspicions may be warranted because of the possible negative consequences of AI on a brand's reputation.
- More than half of marketing decision-makers said social media content is valuable, though there are differences in individual industries.
- Well-researched content improves the likelihood that a purchasing manager will take a sales call from a vendor.
- More than half of marketers said their audiences tend to engage more with UGC than branded content.
- GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
- Advertising is now worth nearly five times as much as Amazon's retail business.
- Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
- The recent surge in demand for online delivery has fueled the ascent of Instacart. Here's what this means for grocery shoppers and brands.
- Sleep Number, which produces adjustable and smart beds, was creating short-form videos that were getting -- at the most -- 2,000 organic views. It needed to ramp up awareness.
- The visually compelling content was created to appeal to outdoor enthusiasts ages 21 to 27 who embraced new experiences and were forward thinking.
- The Local Media Consortium and Local Media Association recently announced results from their first Branded Content Project, which details how local media approaches and profits from sponsored campaigns.
