Content marketing spend to double by 2020
Spend on paid content placement will increase by 186 per cent by 2020, according to research from Yahoo and Enders Analysis.
The research predicts spend will total €2.12 billion across Europe, more than double the €1 billion for 2016 and almost triple the €740 million spent in 2014.
The report explored content marketing spend across 19 European markets, with the combination of content marketing and native advertising set to represent 64 per cent of all paid mobile media by 2020.
Content marketing spend in the UK is projected to increase from £125 million in 2014 to £349 million by 2020.
Nick Hugh, VP of EMEA, Yahoo said: “The rise of content marketing reflects the increasing media appetite of today’s consumers, and reveals a growing opportunity for publishers, advertisers, and content creators alike.
"Creative, engaging content is needed for success, and when this is coupled with a targeted, scalable solution like native advertising, the potential for greater audience engagement and conversion rockets.”