Some advertising might not be as influential as it was in years past, but custom publishing broke all records in 2009.
Seventy percent of companies say branded content is more effective than television advertising; 61% say it is more effective than direct mail and 57% say it is more effective than public relations, according to a recent study by the Custom Publishing Council in conjunction with ContentWise.
Turns out marketers poured more money into branded content in 2009 than ever before. The results showed that total spending on branded content was over $1.8 million per company, with 51% spent on print publications, 27% on Internet media and 22% on categories such as video or audio. That means 2009 spending was double that of 2008 and the highest amount since the CPC began conducting the survey in 2003.
The ContentWise and Custom Publishing Councils’ 2009 Spending: A Look at How Corporate America Invests in Branded Content was conducted via online and mailed methods targeting a random sample of companies across all industries. Among the responding companies were: Booz Allen Hamilton, Costco Wholesale, General Electric Energy, Honda Financial Services, State Farm Insurance, VistaCare, and World Vision.
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