• by Ray Schultz , May 10, 2023

Publishers seeking to keep pace with advertising trends need to keep one thing in mind: video. 

A study by Getty Images has found that 88% of marketers see video as the most valuable format for social media advertisements. In addition, 86% feel still photos are important.

In addition, 52% of marketers are investing more in video content, while 71% expect budget increases in content spending in general in the upcoming quarters.

Global consumer prefer candid promotional imagery and an emphasis on product details. The most effective ads in the finance, technology and CPG industries emphasize the transactional aspect of a product/service. But a more emotional approach works better in the medical, health, travel, and automotive realms.

“As consumers increasingly demand dynamic and engaging content, marketers should actively leverage the power of video in their marketing programs to effectively move audiences and build brand exposure,” says Gene Foca, chief marketing & revenue officer at Getty Images..

Getty Images surveyed 1,500 marketing professionals in 21 countries, including the U.S., Australia, Brazil, France, Germany, Italy, Japan, Spain, Singapore and the UK.