LONDON, UNITED KINGDOM, February 20, 2025 /ennovaterz/ — New research from Contentive, a leading B2B media company connecting over 1 million senior finance executives globally, reveals breakthrough engagement rates that could reshape how agencies and brands approach B2B media investment. In a comprehensive study of senior finance decision-makers, branded sponsorships generated 51% higher engagement compared to traditional non-branded approaches.
“Media investment in 2025 demands more than just visibility – it requires proven pathways to engaged, senior-level decision-makers,” said Lee Arthur, Chairman of Contentive and former Wall Street Journal executive. “Our research demonstrates that strategic brand sponsorship doesn’t just capture attention; it creates meaningful connections with finance leaders at the precise moment they’re seeking industry insights. For agencies and brands targeting the finance sector, this represents a significant opportunity to enhance campaign performance and ROI.”
The study leveraged advanced click heat mapping technology across Contentive’s portfolio of four industry-leading finance brands, which reach 1.3 million senior professionals globally. The analysis revealed three critical insights for media buyers and planners:
- Validated Performance Metrics: Brand sponsorship sections delivered 51% higher engagement rates, providing clear evidence for media investment decisions
- Precision Targeting: Heat map analysis confirmed concentrated engagement in sponsored content areas, demonstrating optimal placement for reaching senior finance decision-makers
- Pipeline Impact: Direct correlation between strategic brand visibility and pipeline development, offering measurable ROI for marketing investments.
For agency leaders and brand marketers seeking to optimise their B2B media strategies, Contentive offers multiple engagement channels:
- Native Content
- Newsletter Sponsorships
- Solus Mailshots
- Live Broadcasting
