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BizReport : Advertising archives : August 05, 2015

Marketers want more budget allocated to creation of visual assets

Visual assets are core to today's marketing strategies, something which most marketers agree on. However, a study released this week by the CMO Council reveals that the majority of senior marketers feel not enough of their marketing budget is dedicated to creating visual content.

by Helen Leggatt

The CMO Council's white paper, 'From Creativity to Content' is based on a survey of 177 senior marketers in the U.S. of which 52% are from B2B firms, 30% from businesses involved in both B2B and B2C and 18% from B2C.

It found that two-thirds (65%) of marketers believe visual content, such as photography, video and infographics, is now core to how their brand is communicated. However, less than a third (29%) said their marketing budget allocation was appropriate to the level of visual content required to be acquired or created and 39% want more budget for this purpose.

Just 2% allocate more than half of their marketing budget for the creation of visual assets, found the study. A quarter (24%) allocate less than 5%, 19% allocate between 5% and 10% and 32% allocate between 10% and 50%.

One of the most interesting findings of the study was that more than three-quarters (79%) of marketers saw video being the most important visual asset in the near future. Half felt that photography, video, infographics and illustrations were "important".

"Video is going to absolutely skyrocket over this next year," said Liz Miller, senior VP-marketing at the CMO Council. "It's kind of been an area where we've been dabbling and playing. It's certainly been an area where we are actively allocating or re-allocating dollars that used to be dedicated to television creative, but we're now looking at online video as a major piece of that customer engagement practice."

Image via Shutterstock

Tags: budget, content, marketing, video marketing trends, visual content

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