The Brand Says It All

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 12/14/10

According to a recent study by the Custom Content Council in partnership with ContentWise, branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing. The study shows that content spending is the second highest ever, at $1,366,605 per company. Print represented 43% of the total spending, while electronic and other accounted for 35% and 12%, respectively. The number one reason for using branded content is customer education and retention, says the report.

Keith Sedlak, Chair of the Custom Content Council, says that “… the 2010 numbers illustrate a spending level that is nearly 100% above 2008… 68% of companies surveyed continue to shift their ad dollars to branded content… there was a 20% increase in companies surveyed this year versus last year that plan to grow their branded content budgets.”

Reason for Using Branded Content and Its Effectiveness:

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