An analysis of publisher-level data for 2021 vs. 2020 reveals some eye-opening contrasts.
Overall digital branded content volume grew by 21% yr-on-yr in 2021. On a quarterly basis, the market was up 61% in Q2 (compared to near-global lockdown the prior year) but couldn't quite match the Q4 volume, which rebounded dramatically in 2020.
We saw a 17% upturn in B2C content for the year, and an impressive 31% for B2B. A healthy uptick was to be expected, of course, as economies began to recover from the ravages of the pandemic. However, some publishers were growth leaders while others followed. Put another way, the recovery is here - it's just not very evenly distributed.
Our analysis is based on publishers in the news and business/finance genres and we'll start with a look at growth in campaign volume...
Collectively, Contalto-subscribing publishers grew their campaign count 2.7 times faster than non-subscribers.
In terms of brand count, again Contalto subscribers rebounded higher (3.3X) than their peers. But the most striking contrast is to be found when looking at the nature of the brand-publisher relationship.
Contalto subscribers were far more successful in securing exclusive brand partnerships. The growth in these brands (brands active on no other publisher in the past 12-month period) was eight times higher when averaged across Contalto subscribers.
Coincidence? I'm unquestionably biased, but I don't think so.
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*Base for all subscriber/non-subscriber comparisons: constant publishers across news, business & finance genres; Period: Jan-Dec 2021 vs. 2020
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