According to the fifth edition of the study CONTENT SCOPE, carried out by SCOPEN for BCMA Spain after interviewing a total of 143 professionals with different positions who work in advertising agencies, production companies, the media and specialist companies, brands allocate an average budget of € 391,000 to carry out their branded content strategies (compared to 319k last year), with an average per share of € 170,000.
And it is that the professionals participating in the study claim to carry out branded content actions for 25% of their customers with which, on average, they develop two actions with a duration of close to 6 months.
However, according to the study, only 6% of the companies they work for have specialist teams In branded content, the marketing director and the brand manager are the professionals who are most involved in this type of action, while the final decision makers are mainly the marketing director and the general director, since half of the Advertisers link branded content actions to their global communication strategy.
MOST OUTSTANDING PRODUCERS
According to the opinions of the study participants, The three Spanish production companies that stand out the most in the execution of branded content actions are The Cannon Shot, Be a Lion and The roof, while the top 3 agencies specialized in braded content are occupied by The Cannon Shot first, Fluor second and Wink, Be a Lion and Collage in a triple tie for third place.
On the other hand, the actions that stand out most among those carried out recently are, in the first place and with more than twice as many mentions as the following, «We Learn Together»From BBVA followed by«Vodafone Yu»From Vodafone and«I think, then I act»From Yoigo.
MOST POPULAR FORMATS
The study also focuses on the most popular formats used to carry out branded content actions. A ranking that, as you can see in the following graph, top documentaries, followed by podcasts and live shows.
MEDIA SCOPE SPAIN 2015
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