Video-based content yielded highest returns for brands during lockdown: Report

NEW DELHI: Marketers and brands which invested on video-based content to reach out to consumers during the lockdown period yielded the highest return on investments, a new report said. Video continues to be the most stimulating type of content for the consumer, with returns on investment as high as 61.8%, the report said.

The report by Octane Research and DMAasia, which put together data from over 250 plus chief marketing officers, said consumers rated videos as the most “impactful” among all content platforms. Marketers across companies said video, along with live streaming, gave brands maximum consumer engagement, with only social media being ahead. The report noted that blogs and email campaigns continued to be among the top five channels for consumer engagement, with promotions and updates through SMS also featuring among the top five.