Marketers are upping their investment in branded video created by publishers, per a Trusted Media Brands study released today.
Nearly 38% of marketers in the survey believe branded video is increasingly more important to their overall video strategy than traditional digital ad formats, such as pre-roll, mid-roll and post-roll advertising, versus 23% for agencies.
About 37% of total marketer and agency respondents claimed that branded video and pre/mid/post roll are equally important to their video strategy.
The “Digital Video Outlook” survey also finds 33% of marketers said they will increase their ad spend on publisher-produced content, and 35% will increase spending on creation or distribution of branded video in the next 12 months versus 28% for pre-, mid- and post-roll.
Some 44% 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.
“One of the main goals of marketers today is to authentically connect consumers with their brands,” stated Vince Errico, Trusted Media Brands’ Chief Digital Officer. “As brands seek ways to efficiently produce video to engage their key audiences, branded video will continue to grow in importance. Marketers will view publishers as trusted content creators because of their ability to create visually exciting content in brand-safe environments.”
Digital marketers reported one of the top benefits for distributing video on premium publisher sites was a brand-safe environment (39%). They also cited publishers’ expertise in content creation (33%) and measurement (31%).
The Trusted Media Brands surveyed about 300 U.S. digital media decision-makers from the Advertiser Perceptions Omnibus Panel. The survey was conducted in November 2017.
Trusted Media Brands is the publisher of various titles, such as Taste of Home, Reader’s Digest and The Family Handyman.