Custom Media Spend Rises to an All-time High
Marketers poured more money into branded content in 2009 than ever before, according to a study released by the Custom Publishing Council (CPC). The annual study showed that spending on branded content totaled $1.8 million per company, with 51 percent of that total being spent on print publications, 27 percent on Internet media and 22 percent on categories such as video or audio, which were measured for the first time this year. 2009 spending was double that of 2008 and the highest amount since the CPC began conducting the survey in 2003.
"Due to rising demand, branded content has proliferated in recent years, expanding beyond its traditional roots of print publications and the Internet. The study shows substantial growth in our industry sector," said Lori Rosen, executive director, CPC. "Perhaps even more importantly, 78 percent of respondents reported that branded content is more effective than advertising."
Seventy percent of marketers said branded content initiatives were more effective than television advertising; 61 percent said it was more effective than direct mail and 57 percent said more effective than public relations.
The survey also showed that 24 percent expected spending to increase in 2010; 20 percent expect it to decrease and 56 percent say it will stay the same. Print publishing is expecting to decline, while other forms such as digital are expected to increase.
"With all this positive news, we are leaving branded content marketers with a great holiday present this year, promising revenue growth in 2010," noted Rosen.