The UK branded content industry, where advertising and media combine, is a fast-growing sector that needs better regulation.
This is perhaps the key finding of a new report launched today by researchers at University of the Arts London (UAL) and an international research team, in partnership with the Branded Content Marketing Agency.
The first dedicated survey on the UK branded content industry also found that senior marketing professionals expect to see further strong market growth, especially in influencer marketing.
Key challenges identified included demonstrating the value and purpose of branded content to clients, and achieving greater inclusion and diversity in promotional campaigns.
Improving job satisfaction was also found to be a key challenge, alongside addressing pay and conditions and improving consumer trust.
The report was prepared by the Branded Content Research Hub at the London College of Communication, part of University of the Arts London, with the support of the Branded Content Marketing Association (BCMA) and Content Marketing Association (CMA). Professional trade bodies, BCMA and CMA also lent their support and assistance with data for the report.
Research began in 2021 and is now completed with the 2023 report. The organisation and survey data on which the report is based is from 2021-2022 and project included a review and analysis of professional trade media, other industry sources (such as the World Advertising Resource Centre) and academic literature.
Andrew Canter, global chair of the BCMA, said: “The value of branded content has continued to grow exponentially over time. AdYouLike, the native technology platform and network allowing brand advertisers to scale their native advertising campaigns, estimates that by 2025, branded content will reach $402 billion, up from $85.83 billion in 2020.
“As a global association, we believe there is a requirement to hear from industry practitioners from across the world and look forward to taking the survey out to other markets in the future.”
