The power of content continues to make its presence felt. According to Time Inc.’s “How Custom Content Inspires Consumers” study, two in three consumers have greater trust in custom content than traditional advertising. In addition to trust, the study, which queried more than 17,000 GenZ, millennials and Gen Xers, shows that custom content is perceived as thoughtful and provides value.

How much? The study shows that 84 percent believe that custom content is the way to be engaged, while 72 percent say that videos and infographics help better explore the story or data.