Branded content a powerful tool in purchase decision-making for Aussies, News Corp reports

September 23, 2021 2:52

New research commissioned by News Corp Australia reveals that branded content has become a powerful tool in the purchase decision-making process for everyday Australian consumers.

Unveiled at News Corp Australia’s virtual event, The Purchase Funnel is Dead: How Brands Killed it with Content, detailed the value to marketers of premium content.

The main findings, undertaken by global cultural insights and strategy consultancy firm Crowd DNA, uncovered statistics that showed awareness of brand content and engagement is high, with 43% of Australians surveyed engaging with brand content at least daily.

However, only 34% of Australians surveyed believe brands are truly meeting their content needs, opening up a huge opportunity for brands and content marketers to improve their offering.

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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