How branded content counters consumer skepticism

In a marketplace where measures of trust are plummeting, communicators are desperate to regain their audience. Here’s one tool you shouldn’t overlook.

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Advertising isn’t dead yet, but it’s largely underwhelming, underserving and interrupting the audiences organizations care about most.

Nine out of 10 people skip preroll ads, 23 percent of radio listeners immediately change the station when a commercial plays and 26 percent of U.S. desktop users block ads.

For better or worse, consumers are in charge of their media choices. If your company can’t reach them in a trustworthy, engaging way, then you can bet your brand will take a hit. According to findings from a CMO Council study, 99 percent of consumers would curtail or terminate relationships with companies that failed to earn their trust.

The news isn’t all bad, though.

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