Branded content fits today’s advertising moment

In today’s corona-influenced market, branded content is a strong strategy for consumers influenced by viral videos, on-demand entertainment, and unique experiences. This finding has been unearthed in research and case studies featured in a new report released by International News Media Association (INMA).

Branded Content Project – a joint initiative of the US-based Local Media Association and the Local Media Consortium – is the key highlight in INMA’s new report titled Why Branded Content Fits This Advertising Moment. The project is based on a survey of 40 diverse news organisations in the US that found high-profit margins, high renewal rates, and increasing revenue potential with branded content. Case studies from eight news media companies in six countries bring home what the data lays out.

The report looks at how news media companies are: Leveraging the value of storytelling; Building awareness and increasing brand loyalty; Capitalising on influencers and social media; Creating conversion tactics and measuring success.

Trust and lucrative relationships

Research and case studies in Why Branded Content Fits This Advertising Moment show how branded content creates trust and lucrative relationships between media publishers, advertisers, and audiences when done with an authentic voice, across multiple platforms, and backed by data.

Authors Michelle Vielma, Vice President of Digital at Southern California News Group, and Julia Campbell, Branded Content Manager at Local Media Association, give context to the Branded Content Project research findings while INMA Editor Paula Felps adds in case studies from LNP Media, Newsday, and Skyline in the United States, Grupo RBS in Brazil, ABP in India, News Corp Australia, Ringier Axel Springer Poland, and South China Morning Post in Hong Kong.

Where brand content fits

Earl J Wilkinson, Executive Director and CEO of INMA, says, “We are an industry searching for paths forward – especially on the revenue side of the business. This report ties together crucial research in the United States and best practices internationally to show where branded content fits in the business model mosaic that is coming together for media companies.”

Why Branded Content Fits This Advertising Moment is available for free to INMA members and available to non-members for US$795 – which includes one year of association membership, all strategic reports, webinars, and access to all INMA content and peer connection tools. The report may be downloaded or purchased at

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