New branded content market report finds that Australasia is at the tipping point with storytelling

Emily Bull has been researching, writing and compiling the Australiasian Branded Content Market report over the last 6 months. In the report, there is a round-up of great work, trends and a flood of respected industry people’s quotes on the region’s work and our blossoming branded content industry. 

Bull, who is a branded content Executive Producer and strategist with over 15 years industry experience, believes branded content has reached the tipping point in Australasia as more brands clamber aboard and try their hand at engaging audiences with storytelling.

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Bull (right) finds that viewers in Australia and New Zealand are lapping up branded content. Screen Australia’s ‘Online and on demand – Trends in Australian online video use’ report reveals that 50 per cent of Internet-connected Australians from all walks of life are watching professionally produced film and television video content via the Internet. According to Nielsen’s Online Landscape Review, Australians streamed 7 hours and 14 minutes per person with 3.3 billion streams watched. 13,567,000 people were actively streaming online.

Yet while Australian audiences, who are often described as early adopters, have shown an appetite for branded content, our conservative marketing community has been hesitant to fully embrace the practice. It wasn’t until the global phenomenon of Dumb Ways To Die, which was the most awarded campaign ever at the Cannes Lions International Festival of Creativity, that mainstream Australian marketers woke up to the power of branded content to engage large audiences.