Marketers are leaning into video as brands fight to cut through noise in a crowded, fragmented market.
Heather McGovern, acting CMO at Domain, said the property marketplace uses video to boost memorability.
“Video, for us, plays an intrinsic role across the whole of the property life cycle,” she told the audience at the IAB Australia Video Summit 2025.
“Our flagship brand ads are intended to be able to differentiate ourselves from our competitors and stand out.”
McGovern said Domain leverages video content strategically to engage with customers in a “meaningful way”.
“It's about understanding where our customers are on that property journey,” she said.
“Are they thinking about selling? Are they thinking about buying? Are they just dreaming and interested in what's happening in the market? Are they looking at renting?
“And how do we provide video content at the right time in the right place that helps them, connects them to Domain and eases them through what is a pretty complicated, overloaded process most of the time?”
McGovern said video content is a key part of Domain's business strategy.
“We use video content across the whole of the funnel, tailoring it in very meaningful, relevant, connected ways to tell human stories,” she said.
“Throughout the whole process, we make sure there’s a strong connection to brand, and that each execution helps to build our brand.”
McGovern said brands need to balance brand-building with performance outcomes in an increasingly fragmented market.
“It’s not an ‘or’, it’s an ‘and’, and it has to do both,” she said.
“Video, effectively, is a tool we can use at each layer of the funnel, but you need to adapt and understand how to use it best - whether that’s through talent, duration or placement.
“It’s not a one-shot deal.”
McGovern said if she could improve one thing about the current digital video landscape over the next 12 months it would be the measurement system.
“I'm really passionate about data and measurement overall,” she said.
“We've invested heavily in a MMM (marketing mix model), but having that more ubiquitous independent measurement system would be amazing.”
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