Reflecting a strategic push by marketers to bypass conventional advertising and media-buying, so-called “content marketing” has grown in a relatively short period of time into a $16 billion global industry. That is among the top line findings of the 2018 edition of media research and economists PQ Media’s Global Branded Entertainment Forecast.
In the U.S., consumer content marketing has grown to a more than $7 billion industry.
Consumer content marketing, a subset of the overall branded entertainment marketplace, is defined by PQ Media as “paid marketing messages developed to simulate a news story or entertainment program that is cohesive with the media’s content structure, including assimilated design that is consistent with the media platform. Also known as native advertising and custom publishing. Not included in this report is business-to-business content marketing, such as white papers and research webinars.”
The report finds the
overall branded entertainment marketplace -- which includes traditional forms such as product placement, branded entertainment and experiential marketing -- is expanding much faster than the overall
economy, or overall advertising and marketing spending, both globally and in the U.S.
In fact, branded entertainment has been expanding at about twice the rate of general advertising and marketing spending.