How Branded Content Can Future Proof Against Big Tech
Global Ad Spend is Booming, But Who’s Really Winning?
For the first time, global advertising spend hit $1 trillion in 2024! But don’t celebrate just yet....
51%
of that ad spend is flowing straight to the ‘Big Five’ tech giants: Alphabet, Meta, ByteDance, Alibaba, and Amazon.
27.2%
Content publishers? They’re left competing for just 27.2% of the pie. Digital publishers focused on news, sport, lifestyle, and passion points will only get a fraction of this allocation.
More Players, More Competition.
As advertising dollars soar, more players - like retail media networks, Netflix ads and Uber Ads are entering the market making the space more crowded.
This growth will intensify competition, making it harder to secure a share in a space where someone’s gain is someone else’s loss.
The Decline of Traditional Ad Formats
As these emerging channels absorb more ad dollars, returns from display, video, and programmatic advertising are likely to erode further. Publishers relying on these formats risk being left behind.
Branded Content: The Publisher Advantage
At Avid Collective, we see a pivotal opportunity for publishers to reclaim and expand their share of advertising revenue through branded content.
We believe branded content is a unique channel that offers advertisers unparalleled value.
What’s Inside This Whitepaper?
A deep dive of why branded content outperforms intrusive ad formats
Insights on how publishers can reposition branded content to advertisers
Actionable strategies to increase demand and secure greater investment
Unique Benefits of Branded Content
Seamlessly blends with its environment, engaging audience without disruption
Establishes credibility with authentic, non-intrusive storytelling
Aligns with audience interests, keeping your brand top-of-mind
Delivers valuable insights, positioning your brand as a thought leader
Creates deep, emotional connections for lasting impact
Why Choose Branded Content?
Maximise The Value Of Your Branded Content
Active Attention
Branded content integrates seamlessly into your editorial environment, capturing the attention of your audience without disruption
Trust
Position your platform as a trusted source by delivering authentic and credible stories that resonate with your audience
Relevance
Connect with your audience through tailored, relevant branded content that speaks to their passions and keeps them coming back for more
Education
Empowers audiences to reshape perceptions by delivering knowledge that inspires action.
Emotive
Leverage the power of storytelling to build deeper, lasting connections with your audience, increasing loyalty and repeat visits