Report: Video On The Rise As Content Based Marketing Starts To Reap Reward

close up view of digital video camera on pink background
SHARE
THIS



A dramatic increase in the prevalence of video marketing has meant brands are beginning to see the benefits of content based marketing.

That was one of the findings of Preferred Media’s Moving Images Moving Landscape Report 2019, which you can download here.

The report, which surveyed 189 people from across all areas of the media, finds marketers are going full-steam ahead when it comes to video content, experimenting with different formats.

Their top marketing channels for video content are social media, online advertising and television.

Spend on outdoor advertising dropped significantly, from 42 per cent of respondents listing it as one of its key budget channels last year to just 20 per cent this year.

Online advertising on the other hand, is shown to be both popular and effective.

While 90 per cent of respondents said they now use online advertising as a key channel, 100 per cent of people listed it as effective.

There has been a lull in the perceived performance of TV advertising, down from 71 per cent of respondents listing it as effective in 2018 to just 40 per cent this year.

Advertisers are also becoming more experimental with the video formats they select, with more than 30 per cent of respondents using live streaming, personalised video and vertical video.

Is Netflix playing by the rules

Online streaming services like Netflix and Stan came under scrutiny in the report.

In particular, 90 per cent of respondents said that these streaming services should face similar local content requirements as broadcasters do.

And despite the fact  60 per cent of Australian households have signed up to one or more subscription video on demand (SVOD) services, content producers are still struggling to sell their content.

Funding is getting harder according to 81 per cent of respondents, with 52 per cent saying it is significantly harder.

For all the insights, you can check out the entire report here.

Please login with linkedin to comment

moving image Preferred Media Report Video

Latest News

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Opinion

by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine