Limited rebound for content-led advertising in 2021

An overview of changes in content-led advertising budgets in 2020 and 2021.

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...

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