Digital Marketing Guides & Strategies

Branded Content Creation & Distribution Guide: Steps for Success | IAB

Content Marketing

The use of content marketing and native advertising is on the rise and is expected to grow more in the future. But the lack of standard guidelines for branded content creation and distribution has caused confusion and some reluctance on the part of marketers and agencies in building out branded content campaigns.

Significant efforts are being made by the buy-side in evaluating different offerings, which causes more confusion, and distracts from higher level discussions like effectiveness and optimization.

The new guide released by IAB aimed to help marketers identify the different branded content creation and distribution options that are available today and to understand the key factors should be considered upfront to ensure that all branded content/native advertising buy meets strategic objectives/KPIs.

Native Advertising Revenue and Branded Content Revenue 2018 - Native Advertising Revenue in the US 2018 -  Native Advertising on Mobile And Desktop Revenue

Native Advertising Revenue (2013 – 2018)

The Content of “Branded Content Creation & Distribution Guide”:

  • Mission and Contributors
  • Introduction
  • Setting the Stage – The IAB Branded Content Creation & Distribution Definitions Framework
  • Where to Start – Key Steps
    • First step: What’s your strategy and KPIs?
    • Next Step: Content: Do you have content? Do you need content?
    • Next step: Great. You’ve got content. Now, what are you going to do with it?
  • How to Activate Your Native Advertising Campaigns
  • Measuring Success
  • The Importance of Disclosure
  • Conclusion

Number of Pages:

  • 19 Pages


  • Free


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.


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