Thought Equity Motion, a leader in motion imagery licensing and management services, today announced the results of an original survey focused on the proliferation of new media in the advertising industry and the tools that are helping advertising professionals capture the potential of these new formats.
According to the more than 150 advertising industry professionals surveyed, nearly half (44 percent) said they are using pre-shot motion imagery more than ever with the growth of new media. Among respondents working at advertising agencies, more than 60 percent said they are using pre-shot motion imagery more often, with 38 percent declaring pre-shot motion imagery to be the most useful tool in creating a new media advertising campaign. What’s more, 72 percent of advertising agency employees surveyed use pre-shot motion imagery at least occasionally if not regularly.

The Thought Equity Motion survey also revealed the top reasons advertising industry professionals use pre-shot motion imagery ‘ for its contribution in turning around new media ads more quickly (57 percent) and its ability to reduce costs (67 percent).

“New media advertisements, such as those on iPods, viral video sites like YouTube and mobile phones are having a profound impact on the advertising industry, and those who embrace these ever-changing formats will succeed,” said Kevin Schaff, CEO for Thought Equity Motion. “Pre-shot motion imagery is a critical piece of the new media puzzle as it enables creative and production professionals to rapidly obtain and integrate high-quality shots into their campaigns without incurring the expense ‘ both monetary and time ‘ of a footage shoot.”

The Thought Equity Motion survey also found:

  • 34 percent of advertising agency professionals believe email/instant messaging link videos that can be forwarded are the most effective method for video-based new media advertising
  • 81 percent say the length of a new media ad must vary per medium, with 15 seconds being the most effective (32 percent), closely followed by ten seconds (26 percent) for new media campaigns
  • 44 percent of respondents said the biggest challenge in creating new media ads is finding the budget to extend the campaign
  • For respondents working in advertising agencies, the most common use for pre-shot motion imagery (33 percent) is new business proposals and pitches
“Our survey found some of the biggest obstacles to using pre-shot motion imagery include a perception of a lack of quality and a complicated licensing process,” continued Schaff. “Thought Equity Motion addresses each of these issues by offering footage from some of the world’s most sophisticated production companies including HBO, National Geographic and Sony Pictures Entertainment, making previewing, selecting and purchasing footage as simple as two clicks of the mouse.”