A new INMA report explains "why branded content fits today's advertising moment".

Based on a survey of 40 US news organisations, Why branded content fits this advertising moment shares the findings of the US-based Branded Content Project, a joint initiative of the Local Media Association and the Local Media Consortium, which found high-profit margins, high renewal rates, and increasing revenue potential with branded content.

Case studies from eight news media companies in six countries bring home what the data lays out.

"Branded content is a strong strategy for today's COVID-influenced market and for consumers influenced by viral videos, on-demand entertainment, and unique experiences," a spokesperson said.

The report looks at how news media companies are:

Leveraging the value of storytelling;

Building awareness and increasing brand loyalty;

Capitalising on influencers and social media; and

Creating conversion tactics and measuring success.

Research and case studies show how branded content creates trust and lucrative relationships between media publishers, advertisers, and audiences when done with an authentic voice, across multiple platforms and backed by data.

Authors Michelle Vielma, vice president of digital at Southern California News Group, and Julia Campbell, branded content manager at Local Media Association, give context to the Branded Content Project research findings while INMA editor Paula Felps adds case studies from LNP Media, Newsday, and Skyline in the United States, Grupo RBS in Brazil, ABP in India, News Corp Australia, Ringier Axel Springer Poland, and South China Morning Post in Hong Kong.

"We are an industry searching for paths forward - especially on the revenue side of the business," executive director and chief executive of INMA Earl Wilkinson says.

As usual the report is free to INMA members or to others for the cost of a membership. Details at http://www.inma.org/reports.