V2 Communications recently released their report, the V2 2023 State of Sponsored Content, for which we conducted a study of 1,401 US consumers to help in understanding how they view sponsored content. Notably only 14 percent of those surveyed in the study said they “would never find sponsored content from a brand valuable.” Almost three out of 10 (29 percent) said they would look at a piece of sponsored content if it were about “a product/service I am considering for personal use.” These results indicate a growing trust in brands using sponsored content as a supplement to their viewing of journalism.

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.