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| Marketers 'increasingly turn to video content' |
| Saturday, 15 August 2009 03:34 |
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Streaming video content is becoming increasingly popular with marketers, a new report shows. According to a study conducted by the Association of National Advertisers (ANA) and BtoB Magazine, in partnership with marketing firm 'mktg', 50 per cent of marketers make use of viral videos - up from just 25 per cent in 2007. In addition, almost two-thirds (65 per cent) of marketers said they use video-sharing website YouTube. Almost half (48 per cent) of B2B professionals said the use webinars as an effective marketing tool, compared to just six per cent of B2C marketers. A third of respondents said blogs are the top media format they plan to invest their money in this year. Bob Liodice, chief executive and founder of the ANA, said: "With this proliferation of media, marketers must work harder, survey the entire landscape available to them and create their brand's most optimal media mix." Recent figures from Pew Internet show that the number of adults who watch streaming content on video-sharing websites such as YouTube has nearly doubled over the past three years.  |