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Spending on branded entertainment grew 14.7 percent year over year, to an all-time high of $22.3 billion in 2007, nearly doubling in size over the last five years as brand marketers shift budgets from traditional advertising to alternative marketing strategies, according to a PQ Media report, MarketingCharts writes.
No longer confined to just TV and film, branded entertainment marketing represented approximately 8 cents of every marketing services dollar spent in 2007, PQ Media said.
Branded entertainment marketing is projected to continue to expand - despite slowing overall economic growth. PQ Media forecasts 13.9 percent growth for branded entertainment in 2008, reaching $25.41 billion.
That growth will be due to brand marketers’ seeking strategies and media that engage youth and influential demographics, provide return-on-investment metrics and an influx of record political campaign spending on alternative media in a contentious election year, according to PQ Media’s “Branded Entertainment Marketing Forecast: 2008-2012.”
Branded entertainment marketing refers to strategies that integrate products into entertainment venues that typically provide high engagement and interactivity. It includes three major segments: event sponsorship and marketing; product placement; and advergaming and webisodes.
Branded entertainment is expected to grow at a double-digit pace in 2008; according to the forecast, that growth will be driven by…
The outlook for branded entertainment marketing through 2012 is for double-digit growth overall, despite slower economic expansion in the period. The sector is projected to grow at a 12.8 percent CAGR from 2007 to 2012, exceeding $40 billion by the end of the forecast period.
MarketingCharts has more findings, including key 2007 trends and results for each segment of branded entertainment.
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