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BizReport : Advertising archives : March 11, 2008

PQ Media: branded entertainment grows 14%

Though the economy in the US is slowing, one advertising category is not. According to a recent report from PQ Media, branded entertainment grew more than 14% in 2007 to reach $22.3 billion.

by Kristina Knight

Branded entertainment is expected to continue this growth rate into 2008, reaching more than $25.4 billion (13% increase).

Over the last five years, branded entertainment has nearly doubled its size as more big brands realize how efficient the ad medium can be in the ever-changing alternative advertising world. With fewer dollars being spent in the television and newspapers ad space, more dollars are being pushed into alternatives like the Internet and mobile space, which engages users differently.

"Americans are spending more time outside their homes, online at work, communicating via wireless devices and multitasking with various media, which has created a generation of elusive consumers for brand marketers to try to reach," Patrick Quinn, President & CEO of PQ Media said. "And these trends have led to increased investment in alternative marketing tactics."

Branded entertainment includes event sponsorship (12% growth in 2007) and product placement (33% growth in 2007) as well as webisodes and advergaming (34% increase).

Through 2012, branded entertainment is expected to show 12% growth CAGR to reach more than $40 billion.

Tags: advertising trends, branded entertainment, online advertising, PQ Media

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