Quick summary:

• Branded content is an $85 billion industry, and many advertisers say they are under-spending, creating a major opportunity for publishers.

• Julie Foley of Upland’s Second Street explained how quizzes, sweepstakes and other promotions can increase engagement and leads for advertisers.

• Case studies showed campaigns generating five-figure revenue, thousands of leads and repeat advertiser spending for media companies.

Branded content is a major opportunity

Local media companies: listen up! Branded content is now an $85 billion global industry, and advertisers say they want to spend even more on it.

But according to Julie Foley of Upland’s Second Street, many publishers are leaving money on the table by treating branded content as a simple article or sponsored post.

The real growth opportunity comes when interactive promotions — such as quizzes, polls and sweepstakes — are paired with branded content campaigns.

For publishers looking to grow advertising revenue, that shift can make a major difference.

Why branded content is a growing revenue opportunity for publishers

Branded content marketing continues to grow rapidly, fueled by advertisers looking for deeper engagement than traditional display advertising can deliver.

According to research shared during the webinar:

  • Branded content is an $85 billion industry
  • About 75% of that spending happens in digital formats
  • Nearly 40% of marketers say they are under-investing in content marketing

That combination creates a clear opportunity for media companies.

The challenge for publishers is figuring out how to capture a larger share of those budgets.

The advertisers most likely to invest in branded content

Not every advertiser is equally positioned to buy branded content.

Research from Borrell Associates suggests publishers should focus on medium-size and large companies, especially those with 25 to 499 employees.

Several industries are particularly active in content marketing, including:

  • Automotive
  • Financial services and credit unions
  • Mortgage and real estate companies
  • Travel and tourism
  • Home improvement
  • Health care services

Why interactive content performs better than traditional ads

A key theme of the webinar was the difference between passive advertising and interactive engagement.

Traditional display ads are often ignored by audiences. Interactive content, however, invites users to participate.

According to the data Foley presented:

  • Branded content is 22 times more engaging than display advertising
  • Brand recall is 59% higher for branded content
  • Advertisers consistently cite awareness, education and engagement as their top goals

Interactive formats — particularly quizzes and polls — help deliver on those goals.

Case studies: How publishers are generating real revenue

Several publishers have already used the strategy to drive measurable results.

Credit union campaign generates five-figure revenue

A radio station in Fort Wayne, Indiana, partnered with a credit union on a financial literacy quiz tied to back-to-school shopping.

The promotion:

  • Generated more than 100 qualified leads for the sponsor
  • Increased social media followers by 20%
  • Produced substantial five-figure revenue for the media company

Detroit Free Press campaign grows revenue by 25%

The Detroit Free Press combined branded content with a college-planning sweepstakes for its Michigan College Guide.

The campaign:

  • Produced $50,000 in revenue
  • Generated 150 new opt-in leads for the sponsor
  • Helped increase revenue for the guide by 25% year over year

USA Today partnership turns into a $600,000 advertiser relationship

One of the most striking examples involved a quiz promoting luxury cruises along China’s Yangtze River.

The campaign:

  • Generated nearly 18,000 sales and marketing leads
  • Produced $40,000 in initial campaign revenue
  • Ultimately expanded into more than $600,000 in advertiser spending

“That’s the power of combining promotions with branded content,” Foley said. “It turns engagement into long-term revenue.”

Why prizes dramatically increase participation

One key takeaway from the webinar: incentives matter.

Second Street data shows quizzes that include a prize or sweepstakes element generate 1,600% more participation than quizzes without one.

That increased engagement leads to more:

  • Email signups
  • Marketing leads
  • Audience data
  • Social media followers

For advertisers, those results can be far more valuable than simple impressions.

How publishers should package branded content campaigns

Rather than selling a single sponsored article, Foley recommends building multi-month campaigns that combine several elements:

  • Branded content articles
  • Email newsletter distribution
  • Social media promotion
  • Video or OTT placements
  • Interactive quizzes or sweepstakes

The goal is to move advertisers beyond simple awareness and into middle-of-funnel engagement, where publishers can collect data and generate measurable leads.

That approach also creates recurring revenue, as advertisers often renew campaigns after seeing strong results.

The bottom line for local media companies

For publishers looking to grow advertising revenue, branded content offers a significant opportunity — but only if it evolves beyond simple sponsored posts.

Interactive campaigns that combine storytelling with engagement tools like quizzes and sweepstakes can help media companies deliver what advertisers increasingly want:

  • Audience education
  • Deeper engagement
  • First-party data
  • Measurable leads

When done well, those campaigns can generate both immediate revenue and long-term advertiser relationships.

The webinar recording is available here: Beyond traditional advertising: How branded content and promotions drive real revenue.

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.