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Distribution, budgets and platforms: who’s doing content well in Australia and how?

Social & Digital

Distribution, budgets and platforms: who’s doing content well in Australia and how?


To plan and produce the best content marketing campaigns, it helps to understand the shifting landscape of the industry: who’s creating content, where is it being distributed, and what’s working?

This article was sponsored by Preferred Media to let readers know about the ‘Moving Images Moving Landscape’ survey »

It’s almost 150 years since technology made moving pictures possible. So much has happened in that time. First the movies. Then the talkies. Then television. And most recently, online video.

Cisco predicts that 80% of consumer internet traffic will be video by 2020.

As TJ McCue writes for Forbes: “We have shifted to a ‘video first’ world. …we are building a world that does not include a lot of reading, but watching.”

That shift is happening now and affects every industry, but marketers, ad agencies, the movie and media industries are at the forefront of these changes.

It’s difficult to get a clear picture of what’s happening overall. There are anecdotal stories, but no solid statistics. The ‘Moving Images Moving Landscape’ survey aims to fill that gap and answer questions about key trends such as:


Who’s creating content?

New technology means anyone can create content. Think of those ‘Shot on iPhone’ ads. Creating good content, of course, is still a challenge. In fact, with so much more content out there, it’s even harder to stand out.

Certainly, there’s pressure to create better content with less budget. On the other hand, at least one web series being produced in Australia has a seven figure budget.

There are also more options as to who creates content: traditional ad agencies, in-house videographers, specialist agencies and producers. What’s the new norm?


Where is content being distributed?

Marketing-mag-sponsored-content-PreferredMedia-2nd-picTV audiences have fragmented. There are more than 30 free-to-air channels, and the broadcasters have online services too. Then there are the streaming services – 31.8% of Australian households subscribe to Netflix alone.

If you’re using video ads, the options are even more overwhelming. You’re no longer limited to 15 and 30 second TV ads. You need to consider different ad lengths and formats. Most importantly, how do you know what’s working?


What’s happening to budgets?

More formats. More channels. More options. But is there any more money?

The Green Hat ‘B2B Marketing Research Report’ for 2017 suggests marketing budgets are increasing and that content remains important. There’s lots of hype about video in marketing. But there’s no solid information about what’s happening to investment in TV and digital video ads overall.


TV versus online

Where’s the investment going? And what about the results? How are they being tracked and what’s performing best? What’s the situation in Australia?


Storing and managing content

More content needs more management, especially when it’s also in more formats for more channels. How are businesses handling this need?



Changing business models mean new opportunities as well as risk. How are companies responding?

The growth of content marketing means marketers are involved in storytelling as well as advertising. As a sponsor of the NRL, Telstra funded the feature documentary ‘1 to 38 – The Jarryd Hayne Story’. That’s just one example of a brand working with film-makers.

What about technologies like personalised video, augmented reality and virtual reality? How much are they being used? And are they working?


The ‘Moving Images, Moving Landscape’ survey will deliver hard data about what’s actually happening in Australia. How content is created, managed and distributed.

Help build a clearer picture – and you’ll get the full report before public release.



The survey takes about 10 minutes and all answers are strictly confidential. Only aggregate data will be released.




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