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Branded content, influencer marketing make up biggest slice of digital ad budgets

April 22, 2021

Branded content and influencer marketing were a bigger priority for advertisers as they ramped up marketing activity in the second half of 2020, a trend that appears to be continuing in 2021. With marketers’ supply systems under pressure, many focused on upper-funnel activity. However, amid people’s worries about the pandemic and growing awareness of social justice issues after George Floyd was killed by police last year, advertisers determined it could be insensitive to hard-sell products, so they embraced branded content and influencer marketing to drive awareness while showing brands’ human sides, the Advertiser Perceptions study indicates.

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