Brands need to spend more on video, say leading marketing experts

Posted on: April 27th, 2016


New research has found that the majority of senior marketers do not think that brands are investing enough money in video marketing content, Campaign Live reports.

According to the Video Content for Engagement report, conducted by the Content Marketing Association (CMA), nearly three-quarters of content marketers feel that brands should be increasing their spend on this channel.

In addition to this, more than half (58%) of the senior-level professionals questioned said that they planned to increase the proportion of their marketing budget that goes on video within the coming 12 months.

More than half the survey respondents cited mobile as being their primary channel for branded video content, showing that mobile is continuing to impact the marketing landscape in a major way. A further third also said that mobile was the largest growth area for video, followed by social media (29%) and short-form content (24%).

When asked about the barriers they faced when it came to video content, measuring their return on investment seemed to be a common issue, with only a third of respondents feeling they were able to accurately measure ROI from branded video.

The survey spoke to 100 senior-level marketers from brands such as Nikon and McDonald’s, the latter of which launched a content channel on YouTube last year specifically aimed at the youth market. Advertising and media agencies such as Saatchi & Saatchi, PHD and Carat were also questioned.

Commenting on the increasing popularity of video, the CMA’s managing director Clare Hill noted that the recent “explosion’ in branded video content came down to the platform’s “unparalleled opportunity for brands to deliver value to customers through engaging content.”

She added that, with marketers already spending up to a quarter of their budgets on video, “the exponential growth that this budget is set to see over the next year as video continues to excel in importance and value for brands is extremely exciting.”

If you’d like to keep up-to-date with the latest marketing trends, make sure you visit the Lucy Bristow news blog.

Image: Video Test by Quinn Dombrowski available under the (CC BY-SA 2.0) license

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