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MATTER 2012 Brand Engagement in the Era of Social Entertainment
Brand Engagement in an Eraof Social Entertainment
MethodologyResearch targets Nationally representative survey of adults (Ages 18+)Geographies U.S.Field Dates May 24 – May 27, 2012Sample sizes Total n = 1,000Margin of Error +/- 3.1% (in 95 out of 100 cases) 2
Value Holds True: One-third of Americans (and over one-half of those ages 18-34) find value in branded entertainment Value from Branded Entertainment 34% 4% 6% 52% 26% 18-34 35+ years vs. years 24% say branded entertainment is valuable 7% 24% 20% 15% Excellent value Very good value Good value Poor value No value Don’t know Never seen branded entertainmentQ2. How much value do you get from branded entertainment?Base: All respondents n=1,000 3
Entertain Me: Nearly one-third of Americans expect brands to not only entertain them but also to provide free online content Perceptions and Expectations of Brands I expect brands to provide free online content 9% 18% 41% 31% (e.g. video) I want a brand to entertain me 8% 24% 38% 30% I want to hear more from a brand that provides me with free online content (e.g. videos) 9% 23% 41% 27% I trust brands that provide free online content (e.g.videos) more than I trust brands that do not provide 9% 24% 45% 22% free online content Branded entertainment provides me withentertainment content to which I wouldn’t otherwise 13% 23% 44% 20% have access Neutral Agree Don’t Know Disagree % Strongly/Somewhat % Strongly/Somewhat Q3. How much do you agree or disagree with the following statements? Base: All respondents n=1,000 4
Organic Brand Fit: For nearly half of Americans, a brand must fit with the entertainment in order for it to work Branded Entertainment ReceptivenessBranded entertainment only works if the brand fits 11% 8% 35% 47% with the entertainment Branded entertainment feels forced 11% 9% 36% 44% I am overwhelmed by the amount of branding in branded entertainment 12% 17% 41% 30% When branded entertainment feels organic, it 14% 14% 44% 28%doesn’t seem like an advertisement for the brand When I see branded entertainment I am more inclined to purchase a product from the brand 10% 33% 42% 15% Don’t Know Disagree Neutral Agree % Strongly/Somewhat % Strongly/SomewhatQ5. How much do you agree or disagree with the following statements?Base: All respondents n=1,000 5
Young Adults Are More Receptive: When it comes to expectations to be entertained and provided free online content Perceptions and Expectations of Brands % Agree Strongly/Somewhat 39% I expect brands to provide free online content (e.g. videos) 28% 42% I want a brand to entertain me 24% I want to hear more from a brand that provides me 36% with free online content (e.g. videos) 21% I trust brands that provide free online content (e.g. 30% videos) more than I trust brands that do not provide free online content 18% Branded entertainment provides me with 31% entertainment content to which I wouldn’t otherwise 14% have access Ages 18 - 34 Ages 35+Q3. How much do you agree or disagree with the following statements?Base: All respondents n=1,000 6
The Conversation Curve* In the context of branded entertainment, the conversation curve shows brands have an opportunity to stay involved beyond the content itself, using content as a catalyst for sustained conversation. Likelihood of commenting on a social network Before During After 34% 16% 16% Before While After I have viewed/listened to it I am viewing/listening to it I have viewed/listened to itQ19. Which types of content are you likely to comment about on a social media networks (like Twitter or Facebook) before you haveviewed/listened to it, while you are viewing/listening to it and after you have viewed/listened to it?Base: All respondents who use any social media sites (n1837)*Data extrapolated from Edelman 2012 Value & Engagement in the Era of Social Entertainment and Second Screens core study. 7
The Key Themes Audiences Expect to be Entertained by Brands One-third of Americans, men and women alike, and over half of adults, 18-34 find value in branded entertainment. Branded entertainment is something audiences have come to not only want but also expect. Growth Potential is High Those who don’t currently expect to be entertained by brands remain largely neutral. There is substantial growth potential to shift fairly neutral views to positive through providing high-quality entertaining branded content. Organic Integration and Authenticity are Key Nearly half of Americans agree a brand must fit with the entertainment and content for . branded entertainment to be effective. If done organically, branded entertainment can be a powerful vehicle to connect brands to their audiences, driving conversations on and off line. Young Adults Present Opportunity Young adults (18 – 34) are more likely than those 35+ to seek out brands they are exposed to through branded entertainment. One-third of young adults 18-34 want to hear more from brands that provide free online content. This audience, has potential to serve as a powerful voice for brands. Content is a Catalyst for Conversation (Conversation Curve) Brands have an opportunity to stay involved in the conversation beyond the content itself to forge deeper connections with their audiences resulting in increased Engagement. 8