Branded content, or its hyped cousin, native advertising, is supposed to combat ad fatigue when consumers are bombarded with ads all day, everywhere. The problem is measuring effectiveness.
The study also considered native advertising in its different iterations. When consumers saw branded content that was paired with a display ad from the same brand, they were more likely to recall the brand than if they had looked at a page that had branded content with no display ad at all.
Interestingly, though, adding a display ad to a page that had branded content didn't help with purchase intent. Howard believes that might be because the brands measured (Chrysler, Woodford Reserve and Charles Schwab) are in categories where the path to purchase is long.