We saw this trend emerge in 2014, but next year is set to see content marketing soar to new heights. While brands will continue to invest in their own channels, publishing houses will heavily lean on branded content to sit alongside other below-the-line activity.
“More marketing dollars will be allocated to branded content - also known as content marketing, native advertising, advertorials or product placement," APN News & Media CEO Michael Miller told AdNews.
NewsLifeMedia commercial director Sev Celik agrees, adding: “I'm predicting that there will be a noticeable move away from traditional advertising in marketing budgets to more below-the-line activity. Brands will invest heavily in their earned and owned media assets and content marketing will become a basic brand requirement."
But while branded content is set to be king in 2015, there are some concerns about the quality of content being produced. "Creating great content that engages audiences is hard but this is where publishers can help brands," explains Fairfax Media commercial director Tom Armstrong.
Adding further insight, Grundig marketing director UK and Ireland Teresa Arbuckle reveals, "Consumers are more savvy to brand messaging than ever before and they are very vocal about brands that push self-serving content on them all the time." She suggests brands create content that is of real value to the customer such as a "cool video".