Content-led marketing budgets to grow this year, focus on trusted digital media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2022, 4:22 PM GMT+0

Audio and podcasts might find more favour among publishers this year, compared to AR and VR.

According to data from World Media Group, 82% of surveyed advertisers, agencies, consultancies and media brands say trusted digital media and paid social channels are the most popular platforms for amplifying content. Most advertisers expect to increase their investments in paid social (47%), followed by trusted media channels (38%).

Although 26% of advertisers plan to invest in the open programmatic marketplace, the platform is the least popular for amplifying content. When it comes to prioritising content-led campaigns, 41% of advertisers believe a content-led approach is most suitable for brand engagement.

37% of agency leaders also believe the approach is optimum for changing brand perceptions. Time spent with the content is the main KPI for most advertisers. For most media agencies and media owners, the shift in brand perceptions is a prioritised KPI.

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