Content marketing versus product marketing: An analysis of consumer engagement in online advertising

Abstract

In a digital age, in which consumers have access to more information and choice than ever before, advertising cut-through is paramount. A study of 3.2 million financial services ad impressions served on an Australian property website found that content marketing aimed at consumer entertainment was more effective in engaging consumers than product marketing. When offered the chance to be entertained, consumers were 27 per cent more likely to click an ad than when offered a cheap product. The study also found that advertisements featuring people was also more likely to engage consumers than advertisements not featuring people.