Publishers to shift their branded content operations due to drop in campaign volume post-pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2020, 3:14 PM UTC

The number of active branded content campaigns have fallen by 37%.

Pandemic induced uncertainty in the market has led to many marketers cutting down their budgets in their branded content space. Duncan Morris, COO of advertising research company DM Squared expects the overall drop in branded content campaign volume would be around 20%-30%.

With their active campaigns are falling off, publishers have changed their branded content strategies. They are planning to offer new video content forms such as free consulting services and build out the new remote operations.

Some publishers have also changed the focus of clients’ campaigns to adapt to new situations. For instance, The Atlantic’s branded content studio, Re: Think has readjusted its campaign to focus on how brands can provide support.

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