2013 survey report on video marketing in asia · video strategy, while 30% have not, but will be...

2013 SURVEY REPORTON VIDEO MARKETING IN ASIA

INSIGHTS AND FINDINGS ON VIDEO STRATEGY & WEBCASTING

Supporting organizations:

Copyright © 2013 PR Newswire Asia Limited. All Rights Reserved. 2

PR NEWSWIRE VIDEO MARKETING SURVEY REPORT

63% of the respondents would spend over US$1,000 per video where as 19% would spend over US$10,000 per video.

38% of the respondents increased their video marketing budget for 2013. Spending most on video engagement followed by optimization, then distribution.

Over 45% of the respondents allocated a percentage of their overall marketing budget for video in 2012. Most of them spent this budget in pre-and post-production, followed by distribution, promotions, optimization, and least on engagement.

71% of the respondents use video to reach their target audience via a mobile device. However, 54% has not created a mobile strategy that goes in line with video.

3% of the respondents had other ways to distribute their video content other than their own media channels.

81% of respondents think video is an effective marketing tool.

The number of video views was ranked theimportant analytics for video marketing, followed by the number of unique video views.

LEAST

45% surveyed produce more videos this year compared to 2012.

34% have created a video strategy, while 30% haven’t, but will be creating one this year.

KEY FINDINGS

81% 45% 34%

Real-time comments on a live video webcast was ranked the important analytics for video marketing, followed by sales volume generated from video.

MOST

STRATEGY AND EFFECTIVENESS

ROI

DISTRIBUTION CHANNELS

BUDGET

AT&T

71%


INTRODUCTION

With video consumption growing significantly these days, it comes as no surprise that there is an increasing demand for video content.

In this digital world that we live in, it is important to communicate with your customers visually. If a picture is worth a thousand words, then according to Dr James McQuivey of Forrester Research, a 60-second explanation video is worth 1.8 million words.

Video is proving to be one of the most effective online marketing tools for businesses to create brand awareness and drive engagement that leads to sales. Our own research shows a 77% increase in engagement if video and multimedia are embedded in a press release.

Here at PR Newswire, we produce close to 1,000 webcasts for communicators in Asia. We stream videos real-time and host live virtual events, connecting thousands of audiences with video worldwide.

With the support of our partners (Campaign Asia, Mobile Marketing Association, KL Social Media, PRPA and PRCA Malaysia), PR Newswire conducted a Video Marketing Survey in July and August 2013. The subjects included marketing and communications professionals as well as C-suite executives in the region; the purpose was to understand how video is utilized by business organizations in Asia, and connect this understanding with the findings on video trends and consumption.

A total of 147 senior marketing, PR and C-suite professionals were surveyed, with 23% looking after global responsibilities and 43% looking after two or more markets.

The survey yielded some interesting findings and valuable insights, which concluded that in order to get better results from a video marketing campaign it is important to create a strong video strategy that aligns with your objectives. Integrating creation, distribution and optimization were other key tactics that should not be overlooked in terms of getting the most ROI for your video campaign.

The report is intended to act as a reference for business organizations and to leverage video content in conducting marketing and communications activities in the most effective way to engage with their audience.


A 60-second explanation video is worth 1.8 million words

http://www.investmentnews.com/article/20120212/REG/302129993

http://blog.prnewswire.com/2011/05/02/multimedia-content-drives-better-press-release-results/


Video Webcasting

Whether it’s video streaming, video-casting or video webcasting, all these terms are used interchangeably. They all pertain to the distribution of video content (e.g., corporate presentation) over the Internet, using streaming technology that does not require having to download a file. This can be viewed either real-time (live content, that will no longer be available to viewers, unless it is placed in an on-demand archive environment) or on-demand (pre-recorded content, archived on an on-demand hosting account).

PR Newswire offers webcasting services that can send and share high-quality videos, as well as PowerPoint presentations and other documents to reach out to any target audience with an important message wherever they have Internet access. Webcasting is proven to be highly effective in improving communications and engagement.

Have you heard of these terms: video streaming, video-casting or video webcasting?

Yes

Yes, but I’m notsure what this

term means

75%

No1%

24%


INSIGHTS AND FINDINGS

Awareness of Video Marketing

99% of the respondents have heard of the terms video streaming, video-casting or video webcasting, however 24% do not know what these terms mean.

http://en.prnasia.com/services/engage/webcasting/


Current Usage of Video Marketing

47% of the respondents have done video webcasting before, 22% of which have hosted an on-demand webcast, 11% hosted a real-time webcast event and 14% have done both. Among those who have done video webcasting, 75% think video is an effective marketing tool and 77% have actually created a video marketing strategy.

For those respondents who have not used video webcasting, 71% think video marketing is an effective tool.

Marketers are taking notice that video is a powerful tool to engage with their audience in ways that can only be explained effectively using a visual medium. From the survey, the most favored video marketing tactics were “to tell a story visually and dynamically” and “for product or brand exposure.”

If you do use video marketing as one of your marketing tactics, why?

To tell a story visually and dynamically

77% 56%

38%

38%To translate complex concepts

32%

Others1%

For product orbrand exposure

To engage audience from another

geographical location at the same time

To showcase a new product, or demo the use of the product

37%

To give a little teaserand drive anticipation

for our productsand services

This is the same case in the U.S., where 87%1 of marketers use video for content marketing and 51.9%2 of marketing professionals worldwide cite video as the type of content with the best ROI.

1Source: Uberflip’s blog: [VIDEO] Going Social: The State of Video in 20132Source: CopyPress, “2013 State of Content Marketing Study,” Feb 12, 2013


22%OTHER

ARTICLESBLOGS

PHOTO

GALLERIES

87% OF MARKETERS USE VIDEO FOR CONTENT MARKETING

44% VIDEO44%

66%

87%

Uberflip’s video infographic – Going Social: The State of Video in 2013



Going Social: The State of Video in 2013

Source: Uberflip’s video infographic – Going Social: The State of Video in 2013

Why video? About 187 million3 people in the U.S. watched 48 billion online content videos in July 2013. The average American spends more than 22 hours watching online videos.

In Asia, China and India are increasingly consuming more videos in the last few years. Online video consumption in India has doubled in the past two years to 3.7 billion4 videos per month due to a dramatic growth of online video viewers and consumption with currently over 137 million people using the Internet. And in China, 95%5 of metro Chinese adults online are watching videos on a computer at least monthly, compared with only 49% in the U.S.

With such compelling data, it is important to include online videos in the marketing mix and understand and listen to our customers’ needs.

From the survey, 81% think video is an effective marketing tool, while 50% think people are naturally attracted to video contents. Meanwhile, 19% did not find video marketing an effective tool primarily due to the cost of resources and time it takes internally, as well as not knowing how it can be delivered.

In addition to this data, 34% of the respondents have created a video strategy, while 30% have not, but will be creating one. We see many communications professionals create/produce video for their audience, but if they do not have a video strategy in place that aligns with their business goals, it becomes hard to measure ROI for video and how to improve video content.

3, 4Source: comScore Video Metrix report5Source: Marketingmag.com.au - Online video is now mainstream to both Chinese consumers and marketers

81%

19%

81% think video is an effective marketing tool

19% think video is not an effective tool due to cost, time and how it can be delivered

Marketingmag.com.au


Have you or your team developed a video strategy?

No, but we are creating one this year

Yes, we developed one more than a year ago

Yes, we developed one within the past year

Yes, we created one this year

30%

17%

11%

6%

No36%

35% think video is important as it is talked about all the time, and one of the KPIs this year is to create more videos. Meanwhile, 53% think it’s somewhat important but there are other channels that are more important.

Depending on your business needs, video marketing may not be the most important strategy for your company. However, this does not mean this tactic should be missed out since a great deal of online users is viewing contents via online videos, and this could be on their smartphone, tablet or desktop. We, therefore, believe that it is essential to think about how customers view content.

From the survey, we saw 71% of the respondents use videos to reach their target audience via a mobile device, with 70% of them utilizing social media platforms that are available on a mobile device.

Close to 50% think mobile reach is important to their organization; 37% think it’s somewhat important, and that there are other channels that are more important; while 54% have not created a mobile strategy that goes in line with video.

Mobile traffic is growing exponentially. In the U.S., around 18% of online traffic is coming from mobile devices. Here in Asia, it is about 25%6. Therefore, we must not forget mobile channels and optimize videos for mobile use.

6 Source: Google: The Multiscreen World



Future Usage of Video Marketing

45% of the respondents will produce more videos this year because of the trend, demand, reach and engagement, while 37% will not because of no budget, no strategy and lack of resources.

Meanwhile, 87% would put their video on the company website, followed by 78% that would upload the video to the company’s social media channels. Only 3% had other ways to distribute their video content.

It is important to distribute your video content on social and owned media, as it is paramount that video contents are made discoverable across the media landscape, which is why we believe search, social and mobile media are the future, transcending paid, earned and owned media, with content driving them all.


If you are to produce video content for your organization, how would you use the content to reach your target audience?

78%

68%

60%

46%

3%

87%Upload the video to the

company’s social media channels

Embed the video in an emailand send to the target audience

Broadcast the video live on awebcasting/video streaming platform

Play the video at appropriate event(s)on a digital display (e.g., TV, monitor)

Others

Put the video on thecompany website


Cisco estimates 1.3 billion people worldwide will watch videos downloaded or streamed over the Internet this year.

Source: eMarketer’s DigitalVideo Roundup report

Going back to 3% that had other ways to distribute their video content, some of the respondents said they would customize a landing page with video. Here at PR Newswire, we also offer Multimedia News Release (MNR) that includes your text news release and videos and photos to make it more discoverable and engaging.

According to PR Newswire and PR News survey on “The State of Multimedia Use in PR”, 76% of people surveyed plan to use more visual storytelling elements in their communications in 2014.

Cisco estimates 1.3 billion7 people worldwide will watch videos downloaded or streamed over the Internet this year. Cisco also predicts that globally, 69%8 of consumer Internet traffic in 2017 will be Internet video traffic, which means video marketing should play a crucial tactic for many or majority of businesses.

Spending

63% of all respondents would spend over US$1,000 to produce a video marketing campaign, while 19% would spend over US$10,000. Compared to last year, respondents increased their video marketing budget to 38% in 2013.

According to data found from eMarketer’s Digital Video Roundup a survey conducted by AOL Networks in April 2013 saw that “almost three-quarters of marketing professionals worldwide planned to increase their spending on branded video content or video ads in the next year.”

With such a big growth in online video viewers, it’s no wonder marketing and communications professionals around the world are setting aside or increasing their video marketing budget.

7 Source: eMarketer’s Digital Video Roundup report 8 Source: Cisco Visual Networking Index: Forecast and Methodology, 2012-2017


http://en.prnasia.com/services/engage/

http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

https://www.emarketer.com/go/digitalvideoadvertisingaroundworld1.aspx?publicid=1YB4HnqqnwfZm8qiTUFNp8rKH0h4QGVpHjMd8b4XM1M%3d&s=1


ABOUT PR NEWSWIRE

PR Newswire is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 59 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content – from rich media to online video to multimedia – and then distribute content and measure results across traditional, digital, mobile and social channels.

Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, the Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Web http://en.prnasia.com Email [email protected]

Offices Beijing | Hong Kong | Kuala Lumpur | Shanghai | Shenzhen | Singapore | Sydney | Taipei | Tokyo


http://en.prnasia.com

mailto:[email protected]

2013 survey report on video marketing in asia · video strategy, while 30% have not, but will be...

Documents