Branded Content Can Generate Significant Audience Engagement

Results from a New York Times T Brand Studio and Chartbeat study released today indicate that The Times’s native advertising platform, Paid Posts, can generate significant audience engagement, on par with some editorial content on NYTimes.com and other publisher sites. The study also shows that most Paid Post content produced by T Brand Studio during the research period proved to be significantly more engaging than the content supplied by third parties.

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