Where Branded Content Dollars Are Going

Marketers continue to be in love with their own content. Spending on branded content is set to reach $1.8 million this year, or 37 percent of marketers’ ad budgets, up from $1.7 million in 2012, per a Custom Content Council survey. The lion’s share of that is going into print. Spending on publications rose the most of three measured categories in 2013, to just over $1 million from $775,000 in 2012. Spending on electronic content was up 13.8 percent to $574,490 and spending on other content shrank to $264,423. That would seem to bode ill for magazines: 73 percent of respondents said branded content is better than magazine ads, a sizable increase over 2012, when 66 percent said so. Sixty-three percent said branded content was superior to TV advertising, 62 percent favored branded content to direct mail and 59 percent said it trumps public relations. One big question for marketers is whether to outsource their content creation or generate it in-house. Forty percent of respondents said they're doing some outsourcing, down from 56 percent in 2012. But those who are only outsourcing are doing bigger projects, spending an average of more than $1 million this year, up 5.5 percent. Those marketers are increasingly bypassing traditional ad agencies for other types of firms to handle their content creation. Magazine publishers who may be losing ad dollars to branded content seem to be making it up on the custom content side: The biggest recipient of outsourcing is publishing... Continue reading at 'AdWeek'

[ AdWeek | 2013-12-04 00:00:00 UTC ]
News tagged with: #magazine ads #tv advertising #direct mail #big question #magazine publishers #ad agencies

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Where Branded Content Dollars Are Going

Marketers continue to be in love with their own content. Spending on branded content is set to reach $1.8 million this year, or 37 percent of marketers’ ad budgets, up from $1.7 million in 2012, per a Custom Content Council survey. The lion’s share of that is going into print. Spending on... Continue reading at AdWeek

[ AdWeek | 2013-12-04 00:00:00 UTC ]
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How brands are keeping audiences engaged in a competitive content world

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Case Study: How Trusted Media Brands is prioritizing video after acquiring a viral digital content company

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Challenger Brands Have More Options as Demand for Digital Content in the Tech Age Grows

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How Bonnier is Finding Success with Branded Content

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The way we buy and sell branded content is broken. Here’s how to fix it

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[ Advertising Age | 2019-04-05 00:00:00 UTC ]
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5 Guiding Principles for Doing Branded Content Right

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[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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‘If we have to, we let them walk away’: Branded content margin pressure squeezes publishers

Media agency metrics and cut-rate pricing are putting major pressure on the margins of publishers' branded content operations. The post ‘If we have to, we let them walk away’: Branded content margin pressure squeezes publishers appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2019-04-01 00:00:00 UTC ]
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Instagram has a new ad format for branded content

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[ Advertising Age | 2019-03-06 00:00:00 UTC ]
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Digiday Research: European publishers expect to make more money from branded content in 2019

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[ Digiday | 2018-11-16 00:00:00 UTC ]
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[ Digiday | 2018-07-30 00:00:00 UTC ]
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Digiday Research: Brand-safety concerns haven’t made it harder to monetize content

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[ Digiday | 2018-04-06 00:00:00 UTC ]
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Snapchat Approves Branded Content Ads for Discover Publishers

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[ Advertising Age | 2018-03-09 00:00:00 UTC ]
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[ Digiday | 2018-02-22 00:00:00 UTC ]
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Facebook’s new branded-content guidelines will force some publishers to abandon a business model

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Facebook news-feed changes will cut into publishers’ branded-content revenue

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[ Digiday | 2018-01-22 00:00:00 UTC ]
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'Lean Back': Facebook Looks to Woo Viewers and Brands With TV-Like Content

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