Getting branded content right: Insights from Financial Times

Branded content is an opportunity for media owners, with platform specific content and quality top of mind for consumers according to new research by Financial Times.

The likes of technology giant GE and energy drink brand Redbull may have become content powerhouses in their own right in recent years, but they were hardly pioneers in branded content.

“There were a whole host of brands who were doing this already,” said Lexi Jarman, the global director of content solutions for Financial Times, at the Advertising Week Asia 2018 conference held in Tokyo last month.