Preferred Media-年澳大利亚动态影像产业调查报告（英文）--

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? .....................................................5What’s Happening with Budgets & Funding? ................................................7Is Content Production Moving In-House? .......................................................8Content for Marketers: TVCs, Online Ads and More ............ 9Who’s 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 ................................................25What’s 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.• There’s 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. There’s a need to do more with less.Light on the horizon comes from the ...