Asked to choose which of 3 options is most true concerning their general attitude towards advertising, 66% of British adults chose the option that they “tolerate” advertising from brands, while more said they have a negative (24%) than positive (10%) attitude, according to a recent study from Seven. Survey respondents showed more positive reactions towards content marketing: almost 6 in 10 either definitely agree (16%) or tend to agree (41%) that they feel more positive towards those brands that generate content for people like them.
While it’s not an apples-to-apples comparison, the results suggest that brands will find more favorable responses from content marketing than paid media. About half of the respondents also agreed that they want to be talked to and have a discussion with brands rather than just listen to what brands have to say. Read the rest at MarketingCharts.