A majority of video production and marketing professionals (78 per cent) are seeing brands invest more in online and digital video ads compared to traditional TV spots, according to the 2018 Pulse of Video Industry survey published by StudioNow, a content production solution for marketers.
It appears that this shift to digital video ads has introduced a number of different challenges, including decreased budgets from brands, a surge in the amount of content that needs to be produced and questions about the best ways to leverage emerging technologies.
StudioNow’s 2018 Pulse of Video Industry survey illustrates how the overall video content industry is evolving, represented by the following data:
While the business of the industry is changing, so too is the way that the work is done. With the influx of new content channels and tech trends, marketing and advertising professionals are struggling to adjust while learning how to navigate the rapidly evolving landscape. The survey results revealed their opinions on these tactical issues, such as:
“Through our survey, we aimed to gather insights on key trends and topics within the content production ecosystem, which is made up of brands, agencies and production companies. What we found is that the content arms race continues to escalate and is being fuelled by the proliferation of digital platforms and screens coupled with more sophisticated targeting techniques and technologies,” said David Mason, StudioNow chairman, co-founder, and CEO. “This new digital landscape has exposed the limitations of the older, traditional production model that was built for TV commercials and broadcast TV. At StudioNow, we’re leveraging technology to provide more transparency, efficiency, scale and flexibility in the content production process, which delivers better economics and outcomes for all involved parties.”