Trusted Media Brands Survey: Marketers Plan to Increase Investment in Publisher-Created Branded Video

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Trusted Media Brands today unveiled results from its newest study with Advertiser Perceptions, exploring the future of digital video, which revealed that marketers plan to increase spending for branded video created by publishers versus traditional formats such as pre-roll, mid-roll and post-roll advertising.

According to the survey, Digital Video Outlook, nearly 4 in 10 (38 percent) of marketers believe branded video is increasingly more important to their overall video strategy than traditional digital ad formats. Trusted Media Brands’ Digital Video Outlook  survey also finds that 44 percent of marketers and agencies agree that publisher driven content connects better with audiences than content created by an independent content agency or sometimes the brand itself. Notably, 33 percent of marketers said they will increase their ad spend on publisher produced content.

Key takeaways from the research include:

  • The 30-second pre-roll may be plateauing: Marketers showed increased spending optimism around branded video spending versus pre/mid/post roll ads. 35 percent said they plan to increase spending on the creation or distribution of branded video in the next 12 months versus 28 percent for pre, mid and post-roll advertising.

  • Publishers are the secret weapon for branded content: Digital marketers reported one of the top benefits for distributing video on premium publisher sites was a brand-safe environment (39 percent), followed by expertise in content creation (33 percent). Measurement was also rated as a top benefit for publishers by nearly one third (31 percent).

  • Social platforms continue to be the perceived powerhouses for scale and audience targeting: Social received the highest marks for delivering on the ability to scale compared to publisher/content sites (60 percent vs. 30 percent) and engagement (52 percent vs. 35 percent).

  • Measurement and ROI are also now strengths of premium publishers, as transparency concerns still linger over social platform reporting. When comparing premium publisher sites to social platforms, publishers were said to deliver best on the ability to measure success (53 percent vs. 31 percent), performance/ROI (49 percent vs. 33 percent) and ease of collaboration (47 percent vs. 31 percent).

“One of the main goals of marketers today is to authentically connect consumers with their brands,” said Vince Errico, Trusted Media Brands’ chief digital officer (pictured top left). “As brands seek ways to efficiently produce video to engage their key audiences, branded video will continue to grow in importance and marketers will view publishers as trusted content creators because of their ability to create visually exciting content in brand-safe environments.”

The Trusted Media Brands survey was conducted in November 2017 among roughly 300 U.S. digital media decision-makers from the Advertiser Perceptions Omnibus Panel.

About Trusted Media Brands

Trusted Media Brands is a brand-driven multiplatform media company, home to brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City.

About Advertiser Perceptions

Advertiser Perceptions provides media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.

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