Branded Content to Grow Faster than Media Advertising, IHS Says

Future destination for the largest brand advertisers’ budgets

LONDON, UK (23 October, 2015) – Branded content will grow three times faster than media advertising in the next five years according to new analysis released today by IHS Inc. (NYSE: IHS), the leading global source of critical information and insight.

"While media advertising will surpass $600 billion in revenue in 2019, branded content will be the focus for advertisers in the next few years” said Eleni Marouli, senior analyst at IHS Technology.

In 2015, branded content will be almost half the size of the media advertising market, up from 30 percent in 2014.

Branded content has long existed in the media world in the form of direct marketing initiatives and print advertorials. However, it has always been a marginal part of the much larger media advertising budget.

"As online advertising overtakes TV to become the largest advertising medium globally, challenges like the lack of a standardised online attribution currency and ad blocking are lowering the value and effectiveness of advertising and hitting the pockets of publishers and broadcasters,” Marouli said.

IHS PEVE Entertainment Business Futures Conference

IHS Technology experts and industry leaders will discuss this topic as well as others at the IHS PEVE Entertainment Business Futures Conference in London from October 28 to 29. To register and for more information, go to:

Following the outstanding success of the 2014 PEVE conference that focused on the rapidly changing dynamics of the film and TV markets, this year’s event will take a deep dive into the future of the entertainment business. Conference speakers will illuminate the hottest industry challenges and showcase the industry leaders driving genuine innovation in media business models.

The lineup of speakers includes:

Henrik Ravn, COO, Germany TV, ProSiebenSat1

John Calkins, President of Programming, AMC Theatres

Sofia Chang, EVP, Worldwide Digital Distribution & Home Entertainment, HBO Inc.

Mary Daily, President, WW Marketing, Twentieth Century Fox Home Entertainment

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