As the pressure to demonstrate the value of marketing grows, one overlooked metric for return on investment (ROI) analysis is on the rise. Non-working spend is the cost of producing marketing content, as opposed to media spend distributing it — and it can take up more than 40% of the average advertising budget. Just as importantly, with more brands and agencies investing in channels like programmatic and social, the industry-wide rise in content costs is showing little sign of slowdown.
To create the first study of marketing creation costs, we surveyed over 300 enterprise CMOs, VPs, and Marketing Directors in the U.S. about their non-working media budgets and cost benchmarks.
Download “The Hidden Cost of Marketing” today to see all our findings, data, and best practice recommendations for analyzing and managing content costs.