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In the pantheon of marketing content types, video enjoys a favored position and for very good reason: people prefer video content to other, static types of content. There’s no shortage of evidence that video is more engaging, enjoys greater retention and is more widely shared. The cost of producing quality video continues to drop, helping establish it as a mainstream form of content.
As a content type, video currently enjoys a certain cachet. People will choose to consume it simply because it is video. This drawing power has caused many marketers to worry less about effectiveness metrics and just operate under the assumption that because content is delivered in video form, it is good and it works.
But as the content marketing herd continues to stampede toward video, it will lose some of its novelty simply because everyone is doing it. The day is coming soon, and perhaps has already arrived, when it’s no longer enough to present video content to an audience. Some metrics are needed to understand viewing behavior and to link those metrics to leads in the sales and marketing funnel.
In a study sponsored by Vidyard, Demand Metric conducted a survey to explore several aspects of video marketing and the emerging role of video marketing platform technology. Even with the tremendous momentum behind video, it is still important to understand how it performs and to give careful consideration to leveraging it as a highly measurable and trackable content medium.
Table of Contents
- Executive Summary
- The Importance of Video
- The Performance of Video
- Hosting & Producing Video Content
- Video Content Budget
- Video & The Sales Process
- Analyst Bottom Line
- About Vidyard
- About Demand Metric
Appendix - Survey Background
The Video Content Marketing Metrics Benchmark Study survey was administered online during the period of July 15, 2014 through July 29, 2014. During this period, 295 responses were collected, 235 of which were complete enough for inclusion in the analysis. The data was analyzed using SPSS to ensure the statistical validity of the findings. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison.