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

close up view of digital video camera on pink background
B&T Magazine
By B&T Magazine



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

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]