Seamlessly blends with its environment, engaging audience without disruption

Establishes credibility with authentic, non-intrusive storytelling

Aligns with audience interests, keeping your brand top-of-mind

Delivers valuable insights, positioning your brand as a thought leader

Creates deep, emotional connections for lasting impact

Why Choose Branded Content?

Active Attention

Branded content integrates seamlessly into your editorial environment, capturing the attention of your audience without disruption

Trust

Position your platform as a trusted source by delivering authentic and credible stories that resonate with your audience

Relevance

Connect with your audience through tailored, relevant branded content that speaks to their passions and keeps them coming back for more

Education

Empowers audiences to reshape perceptions by delivering knowledge that inspires action.

Emotive

Leverage the power of story telling to build deeper, lasting connections with your audience, increasing loyalty and repeat visits

Beyond Programmatic:


How Branded Content Can Future Proof Against Big Tech

For the first time, global advertising spend is set to hit $1 trillion in 2024. But this surge in investment doesn’t necessarily spell prosperity for media owners and vendors. A staggering 51% of this expenditure will flow directly to the 'Big Five' digital giants: Alphabet, Meta, ByteDance, Alibaba, and Amazon. 

While these platforms capture the lion's share of ad spend, the broader media landscape - particularly content media owners (publishers) - faces stagnation. Of the projected $1 trillion in global ad investment, content media owners are expected to secure just 27.2%. Online publishers focused on news, sports, lifestyle, and passion points will only get a fraction of this allocation. 

As advertising expands, more players - like retail media networks, Netflix Ads and Uber Ads - are entering the market, making the space more crowded than the tube in London at rush hour. This growth will intensify competition for advertising budgets, making it harder to secure a share in a space where someone’s gain is someone else’s loss. As these emerging channels capture ad dollars, returns from traditional formats like display, video and programmatic are likely to erode further. 

At Avid Collective, we see a pivotal opportunity for publishers to reclaim and expand their share of advertising revenue through branded content. We believe branded content is a unique channel that offers advertisers unparalleled value. 

This whitepaper delves into the differences between intrusive advertising formats and branded content, created by trusted publishers. We explore how publishers can leverage these distinctions to communicate the value of branded content to advertisers. Advocating for more branded content in their marketing mixes and increasing demand for, and investment in the channel. 

This will help secure publisher revenue growth in an ever-competitive ad market.

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