Study: 2009 banner year for branded content

It is no secret that with the evolution of the Internet many brands have taken advantage of the so-called free space to spread their message, offer advice and even ask for consumer reactions to products or services. But in 2009 even more was done with branded content. According to a new report from the Custom Publishing Council (CPC) and ContentWise, spending on branded content doubled in the past year.

by Kristina Knight

The total spend for branded content was, on average, $1.8 million per company. Brands spent just over half (51%) on print publications, 27% on Internet media and nearly one-quarter (22%) on video/audio categories. In 2010 nearly 60% of brand marketers say they will spend at least the same amount on branded content that was spent in 2009.

The study found that:

• 61% of brands believe branded content is 'more effective' than direct mail
• Just over half (54%) use branded content to educate consumers
• Brands spent nearly one-third (32%) of budgets on branded content
• 24% plan to increase branded content spending in 2010

"[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% of respondents reported that branded content is more effective than advertising."

Tags: branded community, branded content, branded social pages, ContentWise, Custom Publishing Council, online content

Study: 2009 banner year for branded content

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