We all know that content is critical to attract, engage, and convert consumers but the undisputed king of content is video marketing. According to HubSpot, 99% of marketers currently using video plan to increase their investment. While having a video marketing strategy isn't a new concept, what has become evident is how essential video has become on every platform and channel.
How often do you find yourself mindlessly scrolling through reels on social media, wondering where the time went? The 2023 State of Video Marketing Survey revealed that 91% of businesses now use video as a marketing tool. This is a 5% increase from the previous year and up dramatically from 61% in 2016.
These results show that video marketing continues to grow in popularity while delivering exceptional results for marketers across all KPIs: traffic, leads, sales, and audience understanding. More importantly, consumers increasingly rely on video content as an integral part of their journey with brands, making it a critical component of their research and purchasing decisions.
While many perceive investing in video content as an expensive exercise, there's a smart and cost-effective approach that not only markets your brand but also generates the high-quality content you need.
One of the most powerful forms of video marketing is brand-funded TV media, which delivers:
Traditional TV advertising campaigns can be prohibitively expensive while only giving your brand approximately 30 seconds to convey a sales message. With brand-funded media, your content is woven into a compelling story, with products appearing seamlessly and naturally throughout segments.
As products blend with the surrounding content, viewers find the messaging unobtrusive yet informative, making them more likely to connect with your message. Segments typically run between 2.5 to 5 minutes, giving your brand ample opportunity to explain features and benefits, often through authentic testimonials.
Authentic marketing is the next frontier, and this format connects real people with industry-leading brands. Show hosts don't just showcase products, they illustrate how these brands can solve real problems through clever storytelling. This style of native advertising performs 8.8 times better than traditional advertising and yields a 53% higher attention rate, communicating your brand messaging more effectively.
Successful lifestyle programs like The Block and Open Homes Australia have thrived for decades and continue to attract devoted viewers. The Block pulls inapproximately 1.2 million viewers per episode, making it an enormously lucrative (though expensive) proposition for featured brands.
The pioneers in this space include travel show Getaway, withan impressive 30 seasons and 25+ years on Channel 9, and Better Homes & Gardens,which will celebrate its 30th anniversary in 2025. This unique strategy has proven highly effective as messaging is delivered subtly, with viewers often unaware that segments are brand-funded.
The success lies not only in brands gaining national exposure but also in acquiring high-quality video content that can be repurposed across all marketing channels. Additional content captured during filming can be created into other marketing assets like hype reels, product demonstrations, and testimonials, delivering you a full suite of assets for your marketing needs.
The great advantage of partnering with TV media is that you get to tell your story, your way. Brands have the opportunity to launch new products, showcase innovation, and present real-life stories; all expertly crafted by experienced producers committed to finding the perfect balance between entertainment and brand placement.
With a range of partnership options designed to suit businesses of all sizes looking to elevate their content strategy, now is the perfect time to boost your brand's visibility and engagement through these premium lifestyle series.
Don't miss this opportunity to showcase your products in authentic, aspirational settings that inspire real action from viewers. Reach out to us today to discuss our portfolio of brand funded media opportunities and secure your brand's place in Australia's most engaging lifestyle content.
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