Spending Up on Branded Content
DECEMBER 19, 2011
From eMarketer Digital Intelligence
39% of companies expect spending on electronic branded content to rise.
After reporting a drop in spending in 2010, professional organization Custom Content Council and content marketing solutions firm ContentWise estimate that average company spending on custom branded content has reached its highest level ever.
US firms spent an average of $1.91 million this year on branded content, according to the study. Of that, about $450,000 went toward electronic forms of branded content.
Coca Cola no longer relies on traditional ad agencies for creative ideas, instead taking a collaborative approach to storytelling and content creation, according to its global advertising strategy head.
