Corporate trade is growing in popularity for the media industry following significant growth in media billings during 2010, according to the latest figures from Active International.
Active, which is one of the largest companies in the sector,
received more than $82.9m in global media billings during
the 2010, up 26% on the $65.4m in 2009.
“Corporate trade is no longer the ugly duckling of the media
industry,” said Dean Wilson, UK managing director and
vice-president for international, Active International.
“Agencies and brands recognise that in the aftermath of
the economic downturn and amid tough trading conditions,
corporate trade agreements effectively boost media spend.
As the industry matures, we expect to see continued strong
growth,” added Wilson
Active also cites UK figures that show the entire corporate
trade market was up 53% and worth £132.1m ($210.8m)
during the whole of 2010, which helped the company enjoy a
34% increase in cash turnover. The company saw the
largest growth in the food and drink sector (+54%), followed
by Automotive (+25%) and Retail (+18%).
Corporate trade allows companies to sell off unused media
inventory for credits that can then be used on various
services across media space or marketing activity.