Branded content to grow faster than media advertising: study

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branded ads ?While media advertising will surpass $600 billion in revenue in 2019, branded content will be the focus for advertisers in the next few years? said Eleni Marouli, senior analyst at IHS Technology. In 2015, branded content will be almost half the size of the media advertising market, up from 30 percent in 2014. Branded content has long existed in the media world in the form of direct marketing initiatives and print advertorials. However, it has always been a marginal part of the much larger media advertising budget. ?As online advertising overtakes TV to become the largest advertising medium globally, challenges like the lack of a standardized online attribution currency and ad blocking are lowering the value and effectiveness of advertising and hitting the pockets of publishers and broadcasters,? Marouli said. ]]>

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