BREAKING NEWS & VIEWS
Custom Content Has Best Year Ever
Monday, December 21, 2009
According to a Custom Publishing Council study (published in partnership with branded content newsletter ContentWise), more than $1.8 million was spent on branded content this year per company surveyed. Of that budget, print still ruled, garnering 51% of the spend, with Internet content accounting for 27%. Another 22% went to developing audio and video assets on a company’s behalf.
The CPC says that the rate of spend amounted to double the expenditure recorded in 2008 and the highest level of spending the organization has seen since it started the survey in 2003. The share of marketing budgets going to custom media was at 32% in 2009, the highest share ever, beating the previous bar set at 27% in 2007.
ContentWise, which conducted the study, did not state how many companies were contacted for the survey, but the publication did state that the poll consulted a random group of brands that included Costco, State Farm, General Electric Energy and Honda Financial Services.
The money is moving to custom publishing because marketers appear to believe strongly that it is a more direct and effective way to reach consumers than any other form of advertising. The overwhelming majority of marketers surveyed rated branded content as more effective that TV advertising (70%), direct mail (61%) and public relations (57%). Most marketers say they view consumer education as the primary benefit of custom media.
The good news for publishers is that demand is high for their expertise and services. Of the companies surveyed, 64% said they had outsourced some or all of their custom publishing projects and that 56% planned to keep budgets even for 2010. Only 24% of respondents expected an increase. Among companies that do outsource, the average spend was $886,000.
The rise in custom publishing spending is not surprising given the current systemic shifts in marketing. Most observers and statistics suggest that promotion, direct-to-consumer efforts, CRM and other non-media marketing efforts will continue to draw from straight advertising buys.
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