Client experience not campaign metrics driving branded content deals, research suggests

Nearly half of brands experimenting with branded content are not renewing contracts with publishers, research from publisher solution company Polar suggests.

According to the research, which saw Polar interview more than 30 publisher chief revenue officers and executives, branded content campaign renewal rates are lower than publisher expectations with nearly 40% of clients not renewing for additional branded content programs.

It was smaller deals with an average sponsorship below $50,000 that had much weaker renewal rates (around 25%) while larger deals, with a sponsorship price of $200,000 or more experienced much stronger renewal rates of around 75% or more.