According to Advertiser Perceptions, branded content and influencer marketing have the biggest slice of digital ad budgets.
The survey found marketers are allocating 20% of their digital ad budgets for branded content and influencer marketing combined. This number indicates these complimentary practices account for a larger share of marketing budgets than other categories, including the display and paid search.
Brands embraced branded content and influencer marketing in the second half of 2020 to avoid giving the impression that they were avoiding having difficult conversations around social issues and the pandemic. This trend continued in 2021, and companies found this form of marketing gives brands more flexibility to engage customers throughout the purchase funnel.
Around 32% of advertisers boosted spending on branding content, while 25% increased spending on influencer marketing in the second half of 2020. Advertiser Perceptions’ Sarah Bolton said, “These resurgent strategies are proving useful for any campaign goal.”
[3 minute read]