PR Newswire Report on Video Marketing in Asia

2013 SURVEY REPORT
ON VIDEO MARKETING IN ASIA
INSIGHTS AND FINDINGS
ON VIDEO STRATEGY
& WEBCASTING
Supporting organizations:

Copyright © 2013 PR Newswire Asia Limited. All Rights Reserved. 2
PR NEWSWIRE VIDEO MARKETING SURVEY REPORT
63% of the respondents would spend over
US$1,000 per video where as 19% would spend over
US$10,000 per video.
38% of the respondents increased their video
marketing budget for 2013. Spending most on
video engagement followed by optimization,
then distribution.
Over 45% of the respondents allocated a
percentage of their overall marketing budget for
video in 2012. Most of them spent this budget in
pre-and post-production, followed by distribution,
promotions, optimization, and least on engagement.
71% of the respondents use video to reach their
target audience via a mobile device. However, 54% has
not created a mobile strategy that goes in line with video.
3%of the respondents had other ways to distribute
their video content other than their own media channels.
81% of respondents
think video is an eﬀective
marketing tool.
The number of video views was
ranked the
important
analytics for video marketing,
followed by the number of unique
video views.
LEAST
45% surveyed produce
more videos this year
compared to 2012.
34% have created a video
strategy, while 30% haven’t,
but will be creating one this year.
KEY FINDINGS
81% 45% 34%
Real-time comments on a live
video webcast was ranked the
important
analytics for
video marketing, followed by
sales volume generated from video.
MOST
STRATEGY AND EFFECTIVENESS
ROI
DISTRIBUTION CHANNELS
BUDGET
AT&
T
71%

INTRODUCTION
With video consumption growing significantly these days, it comes as no surprise that there is
an increasing demand for video content.
In this digital world that we live in, it is important to communicate with your customers
visually. If a picture is worth a thousand words, then according to Dr James McQuivey of
Forrester Research, a 60-second explanation video is worth 1.8 million words.
Video is proving to be one of the most effective online marketing tools for businesses to
create brand awareness and drive engagement that leads to sales. Our own research shows a
77% increase in engagement if video and multimedia are embedded in a press release.
Here at PR Newswire, we produce close to 1,000 webcasts for communicators in Asia. We
stream videos real-time and host live virtual events, connecting thousands of audiences with
video worldwide.
With the support of our partners (Campaign Asia, Mobile Marketing Association, KL Social
Media, PRPA and PRCA Malaysia), PR Newswire conducted a Video Marketing Survey in July
and August 2013. The subjects included marketing and communications professionals as
well as C-suite executives in the region; the purpose was to understand how video is utilized
by business organizations in Asia, and connect this understanding with the findings on video
trends and consumption.
A total of 147 senior marketing, PR and C-suite professionals were surveyed, with 23% looking
after global responsibilities and 43% looking after two or more markets.
The survey yielded some interesting findings and valuable insights, which concluded that
in order to get better results from a video marketing campaign it is important to create a
strong video strategy that aligns with your objectives. Integrating creation, distribution and
optimization were other key tactics that should not be overlooked in terms of getting the
most ROI for your video campaign.
The report is intended to act as a reference for business organizations and to leverage video
content in conducting marketing and communications activities in the most effective way to
engage with their audience.
A 60-second explanation video
is worth 1.8 million words

Video Webcasting
Whether it’s video streaming, video-casting or video webcasting, all these terms are used
interchangeably. They all pertain to the distribution of video content (e.g., corporate
presentation) over the Internet, using streaming technology that does not require having
to download a file. This can be viewed either real-time (live content, that will no longer be
available to viewers, unless it is placed in an on-demand archive environment) or on-demand
(pre-recorded content, archived on an on-demand hosting account).
PR Newswire offers webcasting services that can send and share high-quality videos, as well
as PowerPoint presentations and other documents to reach out to any target audience with
an important message wherever they have Internet access. Webcasting is proven to be highly
effective in improving communications and engagement.
Have you heard of these terms: video streaming, video-casting or video webcasting?
Yes
Yes, but I’m not
sure what this
term means
75%
No
1%
24%
INSIGHTS AND FINDINGS
Awareness of Video Marketing
99% of the respondents have heard of the terms video streaming, video-casting or video
webcasting, however 24% do not know what these terms mean.

Current Usage of Video Marketing
47% of the respondents have done video webcasting before, 22% of which have hosted an
on-demand webcast, 11% hosted a real-time webcast event and 14% have done both.
Among those who have done video webcasting, 75% think video is an effective marketing tool
and 77% have actually created a video marketing strategy.
For those respondents who have not used video webcasting, 71% think video marketing is an
effective tool.
Marketers are taking notice that video is a powerful tool to engage with their audience in
ways that can only be explained effectively using a visual medium. From the survey, the most
favored video marketing tactics were “to tell a story visually and dynamically” and “for product
or brand exposure.”
If you do use video marketing as one of your marketing tactics, why?
To tell a story visually
and dynamically
77% 56%
38%
38%
To translate complex
concepts
32%
Others
1%
For product or
brand exposure
To engage audience
from another
geographical location
at the same time
To showcase a new product, or
demo the use of the product
37%
To give a little teaser
and drive anticipation
for our products
and services
This is the same case in the U.S., where 87%1
of marketers use video for content marketing
and 51.9%2
of marketing professionals worldwide cite video as the type of content with the
best ROI.
1
Source: Uberflip’s blog: [VIDEO] Going Social: The State of Video in 2013
2
Source: CopyPress, “2013 State of Content Marketing Study,” Feb 12, 2013

22%
OTHER
ARTICLES
BLOGS
PHOTO
GALLERIES
87% OF MARKETERS USE VIDEO FOR CONTENT MARKETING
44% VIDEO44%
66%
87%
Going Social: The State of Video in 2013
Source: Uberflip’s video infographic – Going Social: The State of Video in 2013
Why video? About 187 million3
people in the U.S. watched 48
billion online content videos in July 2013. The average American
spends more than 22 hours watching online videos.
In Asia, China and India are increasingly consuming more videos in
the last few years. Online video consumption in India has doubled
in the past two years to 3.7 billion4
videos per month due to a
dramatic growth of online video viewers and consumption with
currently over 137 million people using the Internet. And in China,
95%5
of metro Chinese adults online are watching videos on a
computer at least monthly, compared with only 49% in the U.S.
With such compelling data, it is important to include online videos
in the marketing mix and understand and listen to our customers’
needs.
From the survey, 81% think video is an effective marketing tool,
while 50% think people are naturally attracted to video contents.
Meanwhile, 19% did not find video marketing an effective tool
primarily due to the cost of resources and time it takes internally,
as well as not knowing how it can be delivered.
In addition to this data, 34% of the respondents have created a
video strategy, while 30% have not, but will be creating one. We
see many communications professionals create/produce video for
their audience, but if they do not have a video strategy in place
that aligns with their business goals, it becomes hard to measure
ROI for video and how to improve video content.
3, 4
Source: comScore Video Metrix report
5
Source: Marketingmag.com.au - Online video is now mainstream to both Chinese
consumers and marketers
81%
19%
81% think
video is an
effective
marketing tool
19% think
video is not
an effective
tool due to
cost, time and
how it can be
delivered

Have you or your team developed a video strategy?
No, but we are creating one this year
Yes, we developed one more than a year ago
Yes, we developed one within the past year
Yes, we created one this year
30%
17%
11%
6%
No
36%
35% think video is important as it is talked about all the time, and one of the KPIs this year
is to create more videos. Meanwhile, 53% think it’s somewhat important but there are other
channels that are more important.
Depending on your business needs, video marketing may not be the most important strategy
for your company. However, this does not mean this tactic should be missed out since a
great deal of online users is viewing contents via online videos, and this could be on their
smartphone, tablet or desktop. We, therefore, believe that it is essential to think about how
customers view content.
From the survey, we saw 71% of the respondents use videos to reach their target audience
via a mobile device, with 70% of them utilizing social media platforms that are available on a
mobile device.
Close to 50% think mobile reach is important to their organization; 37% think it’s somewhat
important, and that there are other channels that are more important; while 54% have not
created a mobile strategy that goes in line with video.
Mobile traffic is growing exponentially. In the U.S., around 18% of online traffic is coming from
mobile devices. Here in Asia, it is about 25%6
. Therefore, we must not forget mobile channels
and optimize videos for mobile use.
6
Source: Google: The Multiscreen World

Future Usage of Video Marketing
45% of the respondents will produce more videos this year because of the trend, demand,
reach and engagement, while 37% will not because of no budget, no strategy and lack of
resources.
Meanwhile, 87% would put their video on the company website, followed by 78% that
would upload the video to the company’s social media channels. Only 3% had other ways to
distribute their video content.
It is important to distribute your video content on social and owned media, as it is paramount
that video contents are made discoverable across the media landscape, which is why we
believe search, social and mobile media are the future, transcending paid, earned and
owned media, with content driving them all.
If you are to produce video content for your organization,
how would you use the content to reach your target audience?
78%
68%
60%
46%
3%
87%
Upload the video to the
company’s social media channels
Embed the video in an email
and send to the target audience
Broadcast the video live on a
webcasting/video streaming platform
Play the video at appropriate event(s)
on a digital display (e.g., TV, monitor)
Others
Put the video on the
company website

Cisco estimates 1.3
billion people
worldwide will watch
videos downloaded or
streamed over the
Internet this year.
Source: eMarketer’s Digital
Video Roundup report
Going back to 3% that had other ways to distribute their video
content, some of the respondents said they would customize
a landing page with video. Here at PR Newswire, we also offer
Multimedia News Release (MNR) that includes your text news
release and videos and photos to make it more discoverable and
engaging.
According to PR Newswire and PR News survey on “The State of
Multimedia Use in PR”, 76% of people surveyed plan to use more
visual storytelling elements in their communications in 2014.
Cisco estimates 1.3 billion7
people worldwide will watch videos
downloaded or streamed over the Internet this year. Cisco also
predicts that globally, 69%8
of consumer Internet traffic in 2017 will
be Internet video traffic, which means video marketing should play
a crucial tactic for many or majority of businesses.
Spending
63% of all respondents would spend over US$1,000 to produce a video marketing campaign,
while 19% would spend over US$10,000. Compared to last year, respondents increased their
video marketing budget to 38% in 2013.
According to data found from eMarketer’s Digital Video Roundup a survey conducted by
AOL Networks in April 2013 saw that “almost three-quarters of marketing professionals
worldwide planned to increase their spending on branded video content or video ads in
the next year.”
With such a big growth in online video viewers, it’s no wonder marketing and communications
professionals around the world are setting aside or increasing their video marketing budget.
7
Source: eMarketer’s Digital Video Roundup report
8
Source: Cisco Visual Networking Index: Forecast and Methodology, 2012-2017

ABOUT PR NEWSWIRE
PR Newswire is the premier global provider of multimedia platforms that enable marketers,
corporate communicators, sustainability officers, public affairs and investor relations officers
to leverage content to engage with all their key audiences. Having pioneered the commercial
news distribution industry 59 years ago, PR Newswire today provides end-to-end solutions
to produce, optimize and target content – from rich media to online video to multimedia –
and then distribute content and measure results across traditional, digital, mobile and social
channels.
Combining the world’s largest multi-channel, multi-cultural content distribution and
optimization network with comprehensive workflow tools and platforms, PR Newswire
enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire
serves tens of thousands of clients from offices in the Americas, Europe, the Middle East,
Africa and the Asia-Pacific region, and is a UBM plc company.
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PR Newswire Report on Video Marketing in Asia

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