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MOVING IMAGES MOVING LANDSCAPE 2018RESEARCH-DRIVEN INSIGHTS INTO THE BUSINESS OF MOVING IMAGES IN AUSTRALIAExecutive Summary . 3Focus on Content Producers . 5What Kinds of Content Are They Making? .5Whats Happening with Budgets & Funding? .7Is Content Production Moving In-House? .8Content for Marketers: TVCs, Online Ads and More . 9Whos Creating Marketing Content? .9Most Popular Kinds of Marketing Content .10What Are the Most Popular Marketing Channels? . 11Tracking Marketing Content Performance . 13Entertainment Content Formats . 14Internal Communications & Training Content Formats . 15Keeping and Managing Content . 16Where is Content Stored? . 17Is Content Safe? . 18Media Management Challenges: Space .19Media Management Challenges: Time . 21Time Spent on Content Management by Kind of Business .22Media Management Challenges Process & Responsibility . 23Reversioning and Reusing Content .25Whats Happening to Budgets? .28Opportunities and Challenges .29Opportunities .29Challenges .30Research Demographics . 31About Preferred Media .34Contents3 of 35Executive SummaryContent producers filmmakers and production houses are facing severe challenges. Funding is down. Client budgets seem to be decreasing although that may be share of client budget rather than client budget overall. Theres a trend towards in-house content production. The growth of cheap online videos is changing perceptions and putting downward price pressure on all kinds of content production. Meanwhile, new technologies and distribution channels proliferate. Theres a need to do more with less.Light on the horizon comes from the growing opportunity to create content for streaming services.Marketers and advertisers are under less pressure. Budgets are generally increasing, but they still face massive change and complexity: On average, brands and advertisers are using 2.83 different agencies to produce video and moving image content. Over 95% use online video on social media, video platforms and their own sites. Almost 1 in 3 respondents use video in their out-of-home advertising compared to 40% using TV. But TV ranks higher for effectiveness. The top three measures of content performance are views, revenue and leads generated.4 of 35Meanwhile, everyone is still coming to terms with how to handle the explosion of rich digital media content: 70% store on in-house servers, vs 24% using cloud storage and only 11% using a DAM. 15% run out of storage space at least 3 times a year. 12.3% of respondents have lost data completely at least once. Managing content (filing, searching etc) takes on average over 25 days a year. For filmmakers and broadcasters, its far more than that. A third of respondents have no formal processes or policies about how to look after their content. Two thirds reuse content and half of those experience issues with rights management, formatting, or simply finding the content they want. Theres no clarity or consensus about who should take responsibility for managing this growing body of content.Online may already be mainstream, but the industry is still adapting to it. There are new business models, especially in distribution and the next wave of technological innovation is on the way with VR and AR seen as opportunities. Budgets are sometimes tight, especially in content production, but the opportunity and the passion to create unique, great content is still there. Its an exciting time to be working with moving images.Focus on Content ProducersMARKETING AND ADVERTISINGENTERTAINMENT, INFOTAINMENT AND MUSICTRAINING, SUPPORT AND IN-HOUSE COMMUNNICATIONS75.9% 44.8% 27.6%What Kinds of Content Are They Making?Production and post-production respondents worked with all kinds of content:44% nearly half worked with more than one kind of content. This may be related to the pressure on budgets and the need to get more income in.5 of 356 of 35What kinds of marketing content do they produce?(Multiple responses allowed)Online adsLive screen (e.g. Facebook Live)Recordings of presentations, events, speeches, etcWebinars (live and recorded)Media interviewsEducation and support (how to videos)Onsite marketing videos (explainer, testimonial, etc)Personalised videoTV adsDOCUMENTARIES57%FEATURE FILMS50%TV SERIES50%CONTENT FOR STREAMING SERVICES36%SHORT FILMS64%What kinds of entertainment content do they produce?(Multiple responses allowed)7 of 35Whats Happening with Budgets and Funding?46% of respondents who fund their own projects say funding is getting harder, with a whopping 33% saying it is significantly harder to fund projects.To make things worse, this group dont have much money for promoting their content either. 75% have either no promotional budget or less than $50,000 to promote their content. Compare that to other respondents (primarily advertisers and broadcasters) where only 20% say they operate on these smaller budgets.Its a similar story with those producing content for clients. 100% of content commissioners say budgets are steady or growing.57% of content creators see budgets decreasing.57% see client budgets decreasing either somewhat or significantly. In fact, budgetary pressure was one of the most mentioned challenges for agencies and producers:Clients are reducing budgets but not changing their expectations.Clients expect TV quality for an online video budget.Proving value when the production of cheap online videos is on the rise8 of 35Is Content Production Moving In-House?Specialist content producers may also be feeling the squeeze as their traditional client base moves to produce more content in-house:57%CREATE MORE IN-HOUSE29%14%Create less in-houseCreate more in-houseCreate the same amount in-housePlans for creating content in-house:Content for Marketers: TVCs, Online Ads & MoreWhos Creating Marketing Content?In addition to the move to in-house content mentioned just above, brands and advertisers are using an average of 2.83 different agencies to produce video and moving image content.Who do brands and advertisers commission content from?Freelance producersProduction housesExperiential agenciesPR agenciesDigital agenciesTraditional creative / ad agenciesMore companies are dealing with digital agencies than traditional agencies. Should traditional agencies panic? Possibly not. Our survey includes advertisers with smaller budgets who are not using TV at all.9 of 3510 of 35Most Popular Kinds of Marketing Content(Multiple responses allowed)Online ads77%58%Online ads54%25%Recordings of presentations, events, speeches etc62%42%Recordings of presentations, events, speeches etc54%42%Onsite marketing videos62%50%Online ads31%8%Recordings of presentations, events, speeches etc23%17%Onsite marketing videos31%33%Onsite marketing videos23%42%Advertisers Agencies and suppliers
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