New York—Average marketer spending on branded content grew 13% in the last two years, to $1.7 million, according to a survey by the Custom Content Council and ContentWise.
“The Spending Study: A Look at How Corporate America Invests in Branded Content for 2012,” found that 79% of respondents said they are shifting into branded content either at a moderate or aggressive pace, while 52% reported that they outsourced some portion of at least one type of branded content-creation this year.
Total spending on branded content per company rose, compared with the last two-year average, to $1.7 million, (up from $1.6 million). The average total branded content outsourcing spending was $371,364; for the companies that outsourced, the average spending was $987,417.
The online survey, conducted in the third quarter, garnered 177 responses from companies across all industries.