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Content Advertising Slated to Grow Into a Multi-billion Dollar Industry by 2020
By: The Drum
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With a predicted growth rate of 32% year-over-year, and more than 2x the growth rate of digital advertising as a whole, the amount companies will spend on content advertising is slated to grow into a $50bn market by 2021 -- up from $12.8bn in 2016. According to a recent report, it will comprise 14% of all digital ad spend in 2017.

Content advertising is described as the amount of digital ad dollars spent by brands on content programs and at this rate, the global ad market will grow from $590bn this year to $775bn in 2021, at a rate of 7% year-over-year growth. Digital advertising is expected to be 48% of the market, while mobile represents 78% of that total.

The report suggests how marketers might best allocate their digital dollars to implement content advertising programs. Social and video platforms like Facebook, YouTube, SnapChat, and other platforms are seen as a key distribution channel for content-led advertising programs. Advertisers can also access massive scale with deep targeting capabilities on most platforms. The report estimates that social and video platforms will grow at a 30% rate, from $7.3bn in 2016 to $27.2bn in 2021 (this is the portion of their revenue estimated to be used for content programs).


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This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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