In 2014, Demand Metric and Vidyard together completed an inaugural video marketing benchmark study to understand how video performs, where it is hosted, how it is measured and how viewing data works its way into the sales funnel. The 2015 study investigates these same themes, and adds some new ones as well: probing where video is used and what types of video content organizations are producing.
No survey is required to know that video remains a highly favored type of content. Instead, this study investigates aspects of video marketing to determine if marketers are gaining maturity in measuring how video content performs in key areas, such as conversion, and how well integrated video viewing data is with the systems that marketers and sales teams rely on: Marketing Automation and CRM. As mainstream as video has become in the content lineup that most companies offer, the tracking, use and integration of video consumption data does not parallel the adoption of video as a content type.
What this study determined is that success with video content marketing is not merely a product of producing quality video that engages. Success is also driven by how well video content – and metrics – is integrated with the marketing technology stack. It is no longer safe for marketers to assume that just because they are deploying video content, that it is effective. They must track that effectiveness and not simply rely on the novelty of video to create success.
Table of Contents
- Executive Summary
- The Importance of Video
- The Performance of Video
- Hosting & Producing Video Content
- Video Viewing Data Integration
- Video Content Budget
- Analyst Bottom Line
- About Vidyard
- About Demand Metric
- Appendix - Survey Background