Video Marketing Survey

Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending
Know what happened in
2016. Plan to win in 2017.
THE STATE
OF VIDEO
MARKETING
2016

WHAT TO EXPECT FROM THE FINDINGS
This year marks the first edition of The State of Video Marketing survey. We’ve surveyed 78 marketing thought leaders
from start-ups to Fortune 500 enterprises about their video marketing efforts and asked them to share their plans for
the coming year. This report is a reflection of marketers from organizations with varying levels of experience, budgets,
and strategies. The responses will help you discover what’s working for your peers, how to avoid common mistakes, and
help you take your video marketing to the next level. The survey results sheds light on:
‣ Differences between highly effective vs. less effective video marketers
‣ Preferred marketing platforms used for video distribution
‣ Marketers’ top challenges with video marketing
‣ Expected spending trends for 2017
‣ And much more
At Brite Content, we’re dedicated to supporting smart marketers like you to harness the power of video marketing to
connecting with customers. Our mission is to streamline video marketing to enable marketers to tell their story more
effectively. We believe the best way to excel starts with knowledge and data - which can be found in this report. Better
video marketing starts here. So let’s read on.

VIDEO IS TAKING OVER.
An overwhelming 96% of participants invested in video marketing in 2016! It’s no surprise that 30% of
participants reported spending $500,000+ on video marketing production and promotion in 2016. This means
marketers are ﬁnding video to be a valuable storytelling medium to connect with customers.
9.6 out of 10 marketer’s invested in video in 2016!
Almost 30% are spending over
$500,000/ year on video marketing

NOW IS THE TIME TO INVEST IN VIDEO MARKETING
43% marketers believe their organization is eﬀective in video marketing and 63% of marketers surveyed plan
to increase their investment in video marketing in the coming year. The average budget increase sits around
11%. Many respondents who manually perform the steps of video marketing (plan, execute, optimize, and
report) intend to invest in software to automate the tedious and complex tasks associated.
OF MARKETERS
Report their
organization is effective
at video marketing
43%
OF MARKETERS
Plan to increase
video investment
in 2017
63%

9 OUT OF 10 EXECUTIVES HAVE ALREADY
BOUGHT INTO VIDEO MARKETING
When asked about challenges surrounding video marketing, few marketers get push back from the
top. This indicates wide acceptance and understanding that video presents a large opportunity to
captivate and inﬂuence customers.

MARKETERS USING VIDEO MARKETING
AUTOMATION SOFTWARE ARE 5X MORE
EFFECTIVE THAN THOSE WHO DON’T
80% of respondents who reported to be eﬀective at video marketing are using video marketing automation
software. The average ROI of eﬀective marketers using software is 5X greater than those who don’t use
software.
EFFECTIVENESS
MARKETERS WHO
USE A MANUAL
APPROACH
MARKETERS THAT USE SOFTWARE
5X

SUCCESSFUL VIDEO MARKETERS PREFER
YOUTUBE FOR THEIR VIDEO CAMPAIGNS
OVER ANY OTHER PLATFORM
When polled about which platforms they are actively using, more than 90% of eﬀective marketers reported
using both YouTube and Facebook platforms for video marketing. Smart marketers reach over 85% of the total
market through these two social video platforms.
YOUTUBE 96%
FACEBOOK 93%
ON-SITE 68%
TWITTER 53%
DSPs 42%
SNAPCHAT 21%On-
Site
DSP

MARKETERS THAT USE PLACEMENT TARGETING
ON YOUTUBE ARE 2X MORE LIKELY TO REPORT
THEIR VIDEO MARKETING AS SUCCESSFUL
Placement targeting, using speciﬁc videos or channels on YouTube is the most eﬀective way to target. 59% of
successful video marketers rely on video placement targeting. Placement targeting is the most precise way to
target the right customer, with the right message, at the right time on YouTube.
EFFECTIVENESS
VIDEO & CHANNEL
INTERESTSDEMOGRAPHICS KEYWORDS
TARGETING TACTICS

FAR AND AWAY, THE TOP CRITERIA FOR VIDEO
MARKETING SOFTWARE IS INCREASING ROI &
CAMPAIGN PERFORMANCE
Increasing ROI and business performance tops the list of criteria for successful marketers.
Smart marketers are looking to software to increase conversion rates, increase eﬃciency, and
scale video marketing.
ROI
TARGETING
ORCHESTRATION
ROI is the #1 criteria

WHERE DO WE GO FROM HERE?
Win at video marketing by choosing the best next step for you.
You can: get a demo, begin a pilot, or see a competitive analysis.

FINDINGS DEEP DIVE
Now that you have a better idea of how successful marketers are using video to help them
market their products and the characteristics of a successful video marketer, we want to
delve a little more deeply into our respondent’s maturity level with video, their strategy, their
teams, and budget plans for video marketing.
The remaining slides cover the raw survey results and expose some really interesting data
about video marketers.

USAGE &
EFFECTIVENESS

WOULD YOU CONSIDER YOUR
ORGANIZATION TO BE EFFECTIVE AT
VIDEO MARKETING?
*Effectiveness is self-reported by survey participants
10%
19%
27%
32%
12%
Very Effective
Effective
Not Sure
Somewhat
Not Effective at all

HOW WOULD YOU DESCRIBE YOUR
ORGANIZATION’S VIDEO MARKETING
MATURITY LEVEL?
SOPHISTICATED
MATURE
ADOLESCENT
YOUNG
FIRST STEPS
NOT DEVELOPED 1%
25%
53%
20%
1%
1%
2%
13%
47%
35%
Effective Non-Effective
*Effectiveness is defined as accomplishing your overall marketing objectives, or the goals you’ve set for video specifically)

DOES YOUR ORGANIZATION HAVE A
VIDEO MARKETING STRATEGY/SOLUTION?
Yes - but it’s manual planning, set-up,
execution, optimization and reporting
Yes - we use video marketing
automation softwareI don’t know
No - we do not have
a strategy or solution
4%
27%
56%
13%

STRATEGY &
ORGANIZATION

WHAT PLATFORMS ARE YOU USING
FOR DIGITAL VIDEO MARKETING?
YOUTUBE
FACEBOOK
OUR WEBSITE
TWITTER
DSP
SNAPCHAT
62%
32%
35%
15%
74%
91%

DO YOU HAVE EXPERIENCE RUNNING
TRUEVIEW ADS ON YOUTUBE?
I know what they are, but
we haven’t used them
No - I’ve never heard of it
Yes - We did a test campaign, but
no campaigns are active today
Yes - we run TrueView
ads regularly
36%
17%
20%
27%
*TrueView format is skippable pre-roll ads

WHAT TARGETING TACTICS DO YOU
USE ON YOUTUBE? (MULTIPLE SELECT)
KEYWORDS
INTERESTS
GEOGRAPHIC / DEMOGRAPHIC
TOPICS
PLACEMENTS
1ST PARTY DATA
CUSTOMER EMAIL LIST
PERSON
30%
31%
40%
52%
64%
67%
73%
21%

WHAT DO YOU USE VIDEO
MARKETING FOR?
AWARENESS - FILL TOP OF THE FUNNEL
ENGAGEMENT - GET CUSTOMERS TO TAKE ACTION
CONVERSION/ACQUISITION - CONVERT CUSTOMER TO REVENUE
LEAD NURTURING - MOVE POTENTIAL CUSTOMERS DOWN THE FUNNEL 29%
46%
62%
91%

WHAT CHALLENGES ARE HOLDING
YOU BACK IN DIGITAL VIDEO
MARKETING?
HARD TO MEASURE ROI
LIMITED IN-HOUSE EXPERTISE
DON'T HAVE TEAM - TOO MUCH MANUAL WORK
DON'T HAVE BUDGET
DON'T HAVE GOOD VIDEO CONTENT
DON'T HAVE EXECUTIVE BUY-IN ON VIDEO MARKETING
44%
29%
10%
34%
43%
37%

TECHNOLOGIES
& TEAMS

RANK THE MOST IMPORTANT
CRITERIA FOR EVALUATING A VIDEO
MARKETING PLATFORM
ADVANCED TARGETING
PERFORMANCE MARKETING / ROI
CAMPAIGN MANAGEMENT & ORCHESTRATION
REPORTING & ANALYTICS
VIDEO CONTENT SEQUENCING
PROFESSIONAL SERVICES (MANAGED CAMPAIGNS) 2.26%
4.1%
3.9%
2.41%
4.33%
4%

WHAT GROUP IS RESPONSIBLE FOR
DIGITAL VIDEO MARKETING?
SEARCH & PERFORMANCE MARKETING
CONTENT MARKETING
SOCIAL MEDIA MARKETING
DEMAND GENERATION
21%
14%
13%
24%

HOW MANY PEOPLE ARE ON YOUR
MARKETING TEAM?
1-5
5-10
10+ 9%
10%
81%

BUDGETS &
SPENDING

HOW MUCH DID YOUR
ORGANIZATION SPEND ON VIDEO
MARKETING IN 2016?
* Spend reported includes total investment in video production and promotion only. It does not
include employee or staﬀ costs.
$1-10K
$11-50K
$51-100K
$101-500K
$501K+
WE DID NOT SPEND
I DON'T KNOW 22%
3%
23%
15%
9%
13%
15%

WHAT PERCENT OF YOUR
MARKETING BUDGET ARE YOU
SPENDING ON DIGITAL VIDEO TODAY?
1-10%
11-30%
31-50%
51%+ 3%
6%
21%
70%

HOW MUCH DID YOUR ORGANIZATION
SPEND ON MARKETING TECHNOLOGY
SOFTWARE IN 2016?
$1,000-$10,000
$11,000-$50,000
$51,000-$100,000
$101,000-$500,000
$501,000+
We didn’t spend on Marketing Technology
9%
17%
29% 14%
17%
14%

DO YOU ANTICIPATE A CHANGE IN
SPEND ON VIDEO MARKETING
TECHNOLOGY IN 2017?
7%
34%
4%
7%
21%
26%
Increase by 1-10%
Increase by 31-50%
Increase by 51%+
Keep the same spend
Spend Less
Increase by 11-30%
*Spend reported includes investment in video marketing technologies only. It does not include other marketing tech.

PROFILE OF A BEST-IN-CLASS
VIDEO MARKETER
Most Eﬀective Average Least Eﬀective
Plans to increase video marketing budget in 2017 70% 44% 67%
Uses placement targeting on YouTube 59% 29% 25%
Actively runs YouTube video campaigns today 50% 50% 0%
Spends over $100K a year on video marketing 45% 27% 0%
Believes ROI / Performance is the most important
criteria when evaluating a video marketing platform
26% 57% 42%
Uses software to drive results for their video
marketing
24% 7% 0%
Percentage of total marketing budget allocated to
video marketing
15% 16% 5%

WHO TOOK THE SURVEY?
MARKETING
& ADVERTISING
3%
6%
3%
20%
15%
3%
27%
3%
4%
5%
4%
3%3%
INSURANCE
CONSUMER TECH
CPG
EDUCATION
ENTERTAINMENT
NON-PROFIT
SPORTING GOOD
TRAVEL
FINANCIAL SERVICES
GAMING
SOFTWARE
RETAIL
31%
27%
42%
SMALL
LARGE
MEDIUM
COMPANY SIZE* VERTICAL
*Company size based on employee count. 1-200 = Small; 201-2,000 = Medium; 2,001+ = Large

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