Content-led advertising was one of many channels to see budget decline in 2020, though any rebound this year is likely to be limited. This is according to a survey of advertisers, agencies, media owners and consultancies with international communication remits by the World Media Group.
Just one-fifth (18%) of advertisers say the proportion of their advertising/communications budget dedicated to content-led advertising will increase this year, while one-third (31%) say it will decline.
This is likely an effect of tighter advertiser budgets, with 40% reporting overall budget decline this year.
Agencies, media owners and consultancies report a...