The rise of content marketing does not mean the death of traditional advertising
The full report is here, but the findings include:
• £4bn is now spent annually on owned media in the UK, a result of a 25% net increase in each of the last two years
• The four most used marketing channels (by volume of marketers using them) are owned
• Paid and owned media are demonstrably stronger together, with marketers showing a strong appetite to work in this way
• Owned media works best at delivering brand promises
In short, this research illustrates that paid media can drive audiences to owned media, turning brands' content and channels into sustainable, valuable assets - which in turn can also make paid media investment more effective.
