Custom Content Tops Traditional Advertising In Time, Inc. Study

For two out of three consumers, custom content from a business is more trustworthy than traditional advertising. A study by Time, Inc., which surveyed more than 17,000 Generation Z, Millennial and Generation X respondents, found that custom content is perceived as thoughtful and providing value.

Time found that 90 percent of respondents like the idea of custom content as a way for brands to engage them, while 89 percent believe it does a good job of breaking through the advertising clutter.

“Our study shows that consumers are very open to custom content as a more relevant, creative and interesting way for brands to connect,” says Chris Hercik, senior vice president, creative and content, at The Foundry @ Time, Inc. “At the Foundry, we think of consumers’ needs and desires throughout the design process to create campaigns that are engaging and thought-provoking.”

The study also found that 93 percent of respondents like brands sharing interesting things they may not have otherwise seen, while 92 percent believe brands have expertise on topics and add value to content. Just over half (57 percent) of those surveyed pointed to custom content as evidence the brand is putting more thought into being creative and interesting. Furthermore, 56 percent like that brands are not just trying to sell, but are sharing something cool or teaching them, and 56 percent appreciate brands that partner with sources they trust

Generation Z respondents, those born in the mid-1990s to the early 2000s, seem particularly open to deepening their relationships with brands. Time found that 93 percent want to see brands do something new, unique or creative to get their attention, while for 88 percent, custom content feels like a great way for new brands Gen Z hasn’t heard of to reach them, and 84 percent agree that custom content is a way for brands to engage them. The study also found that Generation Z wants native content to leverage digital’s capabilities to better connect with brands and that 72 percent want video and infographics to better explore the story or data.