For the third consecutive year, Demand Metric partnered with Vidyard, the video platform for business, to produce “The State of Video Marketing Benchmark Study Report” with the goal of understanding how video performs as a content type. It also investigates new trends around video personalization and use of video with account-based marketing strategy, as well as examining video’s spread beyond marketing departments. The return on investment of video marketing has remained consistent over the last three years that Demand Metric has asked about it. Respondents who use advanced analytics are twice as likely to say their ROI is better and more likely to increase their video budgets year over year. More than half of participants produce 11 or more videos per year. Nearly half of respondents said they use internal staff and resources to produce videos, up from 38% a year ago. Amplifying the effectiveness of video through personalization and ABM is a natural progression, Demand Metric found. More than half of the study’s participants indicated they use personalized video content, which is believed to have an impact on content effectiveness and ROI. Just 8% of respondents this year reported using video with their ABM strategy, but another 6% say they plan to add video to ABM. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action.
KITCHENER, Ontario–(BUSINESS WIRE)–Video remains the hottest and most effective form of marketing content, but many marketers are missing out on returns because they aren’t adequately measuring video performance, according to a new survey from Demand Metric.
For the third consecutive year, Demand Metric partnered with Vidyard, the video platform for business, to produce “The State of Video Marketing Benchmark Study Report” with the goal of understanding how video performs as a content type. It also investigates new trends around video personalization and use of video with account-based marketing strategy, as well as examining video’s spread beyond marketing departments.
The return on investment of video marketing has remained consistent over the last three years that Demand Metric has asked about it. Nearly half of participants report ROI is improving but a quarter say they don’t know what the returns are. Determining the ROI of video is a direct result of tracking metrics on video performance. Respondents who use advanced analytics are twice as likely to say their ROI is better and more likely to increase their video budgets year over year. Just 14% use advanced analytics, and that percentage has been constant for each year of the study.
“The use of advanced metrics has become imperative for organizations that produce higher volumes of videos annually, as these metrics enable optimizing performance and understanding the true ROI of their investment,” the report said.
Viewing data is important for ROI because it also gives marketers insights about their audience and where they are in the buying journey. Integrating viewing data with marketing automation and CRM systems leads to deeper understanding of a viewer’s interest in making a purchase, but those integrations continue to lag. Just 13% of respondents reported they have integrated their data and are taking advantage of it.
Other key findings:
- More than 90% of the study’s participants said video marketing content is becoming more important, a consistent three-year trend.
- More than half of participants produce 11 or more videos per year. Large companies produce the most videos.
- The average number of participants saying that conversion performance for video has stayed the same or gotten better is 96%, which is consistent with previous years.
- The use of advanced analytics remains at 14 percent, unchanged from previous years….
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