Branded content proves to be most effective advertising option - survey

Wednesday 26 May 2010, 8:45AM

Publishing content on is proving very effective to promote products and services for New Zealand businesses. This method of advertising is also preferred by consumers according to a recent survey.

The consumer preference survey by ARAnet revelaed articles including brand information were the type of online advertising consumers were most likely to read and act upon.

In the study of 1,053 adults conducted in March this year, 72% of 25-to-34-year-olds said they were likely to conduct a search for products or services based on an article they had read.

ARAnet president Scott Severson said all areas of online advertising were being received favourably by consumers, which meant they were tuning in to marketers' online messages.

"Compared to other online advertising options, consumers prefer reading an article, evaluating it, and then deciding to click through for more information," Severson said.

Public relations and communications professionals were some of the early adapters to take advantage of this trend and now they are generally the most active members on the website.

Alexander Communications account executive Jemma Logan, a member for over two years, said it was an effective means of getting out information to the public.

"The availability of an online source such as is imperative to the public relations industry as it provides an independent voice and platform to share local news stories efficiently, nationally and even internationally," Logan said.

Publishing content can be effective for promoting any industry as proven by Bayleys, New Zealand’s largest full-service real estate agency.

Bayleys New Zealand communications manager Scott Cordes said publishing content on had been invaluable for circulating news editorial to a wide range of readers throughout not only New Zealand, but also around the globe.

“Over the past two years, Bayleys has seen the number of readers of our material hosted on grow markedly – an obvious reflection of the increasing credence with which this media service is being given by members of the public as its reputation grows," Cordes said.

For more testimonials by members please visit

To join for free and publish your own content please visit