Exploring the Effectiveness of Brand Content

IPG media Lab and Sharethrough conducted an original study with 4.770 participants to study behavior and perceptions towards brand content utilizing both eye tracking technology and surveys. 

Interesting results:

- Consumers looked at brand content 52% more frequently than banner ads.

- Brand content registered 18% higher lift for purchase intent responses than traditional banner ads. 

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American kids will get books instead of toys with McDonald’s Happy Meal packs in November

The initiative is launched within the company's nutrition commitment made in 2011 when the company promised that all of its packaging, promotions and campaigns aimed at kids would feature a nutritional message. “We think that this is a fun and engaging way to give a nutritional message to kids. This is really the first step in a larger book strategy, and our intent is to continue over several years,” commented Ubong Ituen, VP-marketing for McDonald’s USA.

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