Move beyond the intrusive: Why consumers want content

Ever found yourself shouting (internally or otherwise) at your phone or laptop when ads get in the way of the content? You’re not alone! Recent studies highlight growing consumer dissatisfaction with traditional digital advertising:  

• A staggering 70% of people find digital advertising annoying and unpleasant. 

• 72% report that bad advertising experiences have negatively affected their perception of a brand. 

• 86% of consumers feel overwhelmed by too many ads on a webpage, making them more likely to ignore advertisements altogether. 

These poor experiences don't just lead to ad avoidance - they actively damage brand perception. Nearly three quarters of consumers say annoying ads reduce their trust in the advertiser, while 71% are less likely to purchase from brands that serve intrusive ads according to research from picnic.  

The power of non-intrusive branded content 

So, what if you offered something in return for your target audience’s time and engagement? In contrast to disruptive ads, sponsored branded content offers several key advantages: 

1. Enhanced engagement and trust

Sponsored content that provides value to readers can significantly outperform traditional advertising: 

• Branded content is 22 times more engaging than banner ads. 

• Across our campaigns, readers spend an average of 43 seconds engaging with written branded content, compared to just 1.6 seconds for banner ads. 

• 71% of consumers say they'd view ads more positively if they loaded quickly and didn't force clicks or block content. 

By focusing on creating informative, entertaining or useful content, brands can earn the attention and trust of consumers more effectively. 

2. Improved brand perception and recall

Well-crafted sponsored content can have a lasting impact on brand perception: 

• A Nielsen report found that branded content resulted in 86% brand recall. 

• Branded content can lead to a 9% higher brand affinity compared to banner ads. 

• 70% of consumers who form an emotional bond with a brand through content are willing to spend twice as much or more. 

3. Driving purchase intent

Sponsored content doesn't just build awareness - it can directly influence purchasing decisions: 

• Publishing sponsored content can make consumers 14% more likely to seek out additional information about an advertiser. 

• One-third of millennials have purchased from a brand after seeing a sponsored post. 

• Branded content can create an 18% increase in purchase intent compared to traditional display ads. 

The value exchange: Creating content for attention 

The key to successful sponsored branded content lies in providing genuine value to the audience. Instead of interrupting users with unwanted messages, brands can offer useful information, entertainment, or insights in exchange for the reader's attention. 

This approach aligns with changing consumer preferences: 

• 56% of people enjoy reading free content from reputable publishers. 

• Consumers are more likely to engage with content that is relevant, informative, and non-intrusive. 

How to create effective sponsored content  

To maximise the impact of your sponsored branded content, focus on these 5 key areas:  

1. Prioritise quality: Create content that is genuinely useful, interesting, or entertaining to your target audience.

2. Maintain transparency: Clearly label sponsored content to build trust with readers. Research shows that transparent labelling can actually increase receptiveness to branded content.

3. Align with the platform: Ensure your sponsored content matches the style and tone of the publishing platform for a seamless user experience.

4. Focus on storytelling: Use narrative techniques to create an emotional connection with your audience, rather than relying on hard-sell tactics.

5. Optimise for engagement: Use eye-catching (but not clickbait) headlines, compelling visuals, and interactive elements to encourage deeper engagement with your content.

Move beyond the intrusive  

While intrusive ads may drive short-term clicks (of varying quality), they risk alienating consumers and damaging brand perception. By focusing on creating engaging, relevant sponsored content, brands can: 

• Build trust and credibility with their target audience 

• Increase engagement and time spent with brand messages 

• Drive better long-term business outcomes through positive brand associations 

Sponsored branded content offers a more sustainable approach by prioritising user experience and delivering valuable information. To learn more about we help leading brands create and distribute quality content, contact us today.