As the pandemic cuts into publishers’ revenue streams from every angle, branded content divisions have gone from prize products to problem children. The Drum explores how the industry’s biggest content houses are circumventing the branded content winter.
2020 was supposed to be the year that publishers cracked branded content and diversified their revenue streams. Research from Polar claimed that global spend on digital branded content was to double from $7bn in 2018 to $13.4bn this year – but that hasn’t quite happened.
Six months later and CNN, the Telegraph, and The Atlantic, among others, Read full story ›
Source: The Drum
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