Video advertising grows by 204% in last two years

Marketers' use of video advertising has increased by 204 per cent since 2015, making it the fastest-growing digital content type of the past two years.

This is according to the State of Marketing 2017 report from Salesforce, which looked at the growth of various marketing methods between 2015 and today.

The report also found that there has been a 200 per cent increase in B2B marketing, indicating that a growing number of brands are cottoning on to its importance.

Meanwhile, the use of email marketing has risen by 83 per cent over the last two years, with 29 per cent of marketers adapting the messages of their emails to cater to different channels and target audiences.

What's more, text messaging marketing is currently being used by 197 per cent more marketers than in 2015, making it the second fastest-growing marketing medium after video.

Salesforce also found that marketers are on average spending more than one-third (34 per cent) of their budgets on types of digital content that they did not know existed five years ago, with this expected to increase to 40 per cent of their total spend by 2019.