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AOP Publishes Industry Whitepaper on the Value of Content Partnerships

Brand-Content Partnerships Increase Likelihood of Recommendations or Purchase Intent by 30% New Whitepaper Freely Available to AOP-members and Members of the Press The Association of Online Publishers (AOP) today released an industry Whitepaper outlining the full set of results of its Content Partnerships Content Partnerships ImageResearch Study, making it fully available for download. Preliminary results from the study were revealed last week at an exclusive Research Forum held at the Incisive Media offices in Soho, featuring discussion from Facebook, ITV, The Guardian, Crowd DNA and COG Research. The findings highlight that brand-content partnerships increase the likelihood of recommendations or purchase intent by 30%, when compared with non-exposed groups. There was also a significant uplift in brand recognition and brand repositioning metrics. The research was conducted online amongst a total sample of 1,358 respondents, taking place between December 2012 and July 2013. The brands included in the study include LG, Majestic Wines, Boots, Disney and Lenor, hand were featured by Media brands Haymarket, Guardian, Telegraph, and IPC. Rhiannon Griffiths, Head of Research, Audience Development, for Guardian News & Media, said: “The study really highlighted the powerful impact premium content partnerships have on reinforcing and repositioning brand values over standard advertising.” Those interested in the study can download the full Whitepaper here. For press requests, and other non-AOP Member enquires regarding the report, please email us directly at info@ukaop.org.uk.