New Technologies Bring Opportunities and Challenges for Marketers, Study Finds

78 percent of video production and marketing professionals are seeing brands invest more in online and digital video ads than in traditional TV spots, according to a survey from StudioNow, a provider of a content production solution for marketers.

The survey, which reflects responses of more than 250 video production and marketing professionals, asserts that this shift in the types of marketing content that brands invest in introduces a number of challenges for marketers. 49 percent say that the stories feature on Snapchat and Instagram is challenging in terms of featuring marketing content on social media. Additionally, just 9 percent of survey participants believe that marketers have figured out how best to use live video content on social media.

Survey participants also weighed in on the role of new technologies in marketing. They believe that augmented reality has more marketing potential than virtual reality, with 40 percent saying that the former is here to stay, and only 35 percent saying the same of the latter. Additionally, the majority of marketers believe that videos between ten and sixty seconds in length receive the most audience engagement. More specifically, less than 20 percent of respondents said that videos shorter than ten seconds and longer than sixty seconds receive the most engagement, with the remaining respondents split between videos of ten to thirty seconds in length (45 percent) and thirty to sixty seconds in length (37 percent).

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