Branded content: advertising dressed up in a thin disguise?

Pity the poor marketer.  As reported in Forbes earlier this year, a lot of us simply do not trust advertising.  For example, a study called ‘Does It Really Ad Up’ from Lab 42, a Chicago-based research firm, revealed:

  • 76% of respondents said ads in general were either “very exaggerated” or “somewhat exaggerated”
  • 87% think half or more cleaning ads are photoshopped
  • 96% think half or more weight loss ads are photoshopped
  • 81% feel beauty ads are exaggerated (although – alarmingly! – 77% of men believe beauty ads are “very accurate”)

And that pervasive sense of mistrust (except for those guys watching beauty ads) helps to explain why industry has jumped all over the advertising concept called “branded content”Continue reading