Insights into Custom Content that Inspires Consumers

The B-Cubed Principle: How Custom Content Inspires Consumers is the product of two recent Time Inc. research efforts to understand how audiences respond to and engage with custom content, their trust in brands’ messages, and what consumers believe are best practices for brands to communicate with them. The research included multiple methods including branding studies, online communities and surveys by enthusiast category. Insights span GenZ, Millennials and GenX who are heavy cross-media content consumers.

Insights for Attendees will include:

  • Consumers are very open to custom content as a more creative, interesting way for brands to connect
  • Two in three have greater trust in custom content than traditional advertising
  • For brands to successfully drive KPIs via custom content experiences, they must
    • Be Seen – align brand, content and placement; have clear attribution
    • Be Distinct – the brand takes center stage and offers value by entertaining and/or informing
    • Be on Brand – speak in a voice true to the brand in a tone that resonates with consumers


Start: Wednesday, June 28, 2017 at 1:00pm

End: Wednesday, June 28, 2017 at 2:00pm


Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Webinar Registration ANA $0 Associate Gold $0 Associate Silver $0 Associate Individual $0 Non Member N/A


Stuart Schneiderman
Executive Director, Insights & Analytics
Time Inc.