Apr 28, 10:16 PM
Trends in Video Marketing
Video has long been hailed as an effective tool for reaching an audience with a product or compelling message. But with marketing dollars more precious than ever, marketers are shifting their use of video towards those channels that have a more guaranteed return. Here’s a look at how 1100+ marketers surveyed are looking to utilize video in the future depending on the audience they’re targeting. (Taken from Marketing Sherpa’s Video Benchmark Guide for 2009, www.marketingsherpa.com.)
Changes in Video Usage – General Consumer Target (Everyone)
Looking at marketers targeting a mass audience, we see a major interest in online video – both on the bought and self-distributed sides. Traditional TV advertising is holding fairly steady, though there are a few more advertisers quitting TV rather than starting to use TV. VOD advertising looks like it may see a fairly hefty increase.
Changes in Video Usage – Niche Consumer Target
Interestingly, a good chunk of marketers targeting niche consumer audiences are starting to use VOD, in-theater, and long-form. More predictably, they’re also investing more in online video advertising and actively use free and viral online video. Only 4% of our survey sample isn’t on the bandwagon for video on their site.
Changes in Video Usage – General B-to-B Target
B-to-B marketers with larger target audiences are adding lots of in-stream video advertising and viral video to their existing mix. Of the 23% using in-stream advertising, only 2% plan to use less while 8% intend to use more. As with our other groups, viral and free video marketing are extremely popular.
