Dive Brief:
- TeamPeople, a staffing firm, surveyed U.S. audiovisual executives and one key finding was three types of marketing campaigns accounted for most of their interactive media creation – content marketing (43%), internal brand promotion (42%), and paid social media campaigns (also 42%.) Fourth on the list was no paid social media campaigns (38%).
- Other findings include, one in three media and AV companies will be disrupted by digital this year, 33% of media and AV teams will grow (with only 5% shrinking), 40% of executives track ROI but 75% want to track ROI.
- Among priorities for 2016, 54% cited cost savings, 50% said improving business processes, and 44% reported customer engagement.
Dive Insight:
The rise of video as an emphasized content format on Facebook, as well as a very successful medium across digital advertising, factors into the importance of interactive content, especially for content marketing and both paid and organic social media outreach.
“The upsurge of video content usage from social media audiences has required media & AV firms to react to demand for new styles of content,” the report explained. “Interactive media content is broadcast almost exclusively via online channels, mainly for content marketing campaigns (43 percent) and paid social media advertising (42 percent). Mid-sized and smaller media and AV firms are significantly less likely to produce interactive content for marketing campaigns compared to their larger competitors.”
For emerging technologies, 25% of respondents said they were live streaming video specialists, 23% reported social as a broadcast channel, 23% also reported digital asset management, and 22% said new video capture technology.
Being research on AV execs, the report is expected to be video-heavy, but it also provides insights for marketers where those video assets are being used (content marketing and social) as well as a look at where they are heading (live streaming and new tech).