Current Trends in Video Marketing

I love getting to talk to marketers in the B2B space who want to connect their videos to ROI, and it gets me really fired up to see the category take off the way it has. Today’s marketer wants the data behind the initiatives they’re running to make better, informed decisions. Ultimately, you want to know your videos are working based on quantifiable metrics, not just watch a view count increase because, historically, a view count alone hasn’t really been able to tell you much. The Demand for Video Assets Even though marketers experimenting with the medium are still discovering how to make the most out of video assets, there’s a definite understanding that you need video content to satisfy customer expectations. No matter how many times I see them, the recent stats on the demand for video are exciting: According to a semi-annual report from Adap.tv and Digiday, 86% of brands will increase their video ad spend in the next year alone. 61% of young executives say they will rely more heavily on business-class video in the next 5-10 years, and Where’s it All Going? I’m often asked to share my thoughts on the current state of the industry, so this week I put together a short SlideShare about both the current trends and a few of my predictions for the future: What’s very clear is that technology is changing the possibilities in our industry. Choosing the most engaging video experience – an experience similar to what a media company would provide – allows you to stand out in your industry as a leader and I’m seeing a lot of best-in-class B2B marketers start to move in that direction. Are you hiring individuals with media experience to manage and deliver your video content in a dedicated experience on your site? Let me know and start the discussion below.