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the state of
VIDEO
MARKETING
2017
Benchmark Study Report
November 2017
Table of Contents
38
37
35
31
28
23
20
15
7
5
3
the state of
VIDEO MARKETING
2017
Introduction
4INTRODUCTION THE STATE OF VIDEO MARKETING 2017
Marketers need little convincing these days that video is a powerful
content form. By every measure – conversion, SERP ranking, time on
page, likes, shares and any other form of engagement – video’s power
to inform and persuade is unmatched.
Pundits project that this year, 69 percent of all web traffic will be video,
a clear indicator of the demand for this content form.
The barriers to using video have fallen as this content type has evolved.
Just over a decade ago, video production required expensive cameras,
studios and software editing suites.
Today, however, about 70 percent of U.S. and Canadian adults carry
with them the tools for video production, right in their pocket.
In the past decade, the cost and skills needed to produce video has
gone down, while the quality and convenience has improved.
Video content also benefits tremendously from the social media
networks that serve as distribution channels. This study, now in its
fourth year, continues to examine how marketers are using video, the
new approaches, tools and applications they are using and what kind of
results they are getting.
The data is clear: video is a content form that remains fresh and engaging.
As this report details the findings from the 2017 Video Content Marketing
Benchmark Study, it will identify best practices and recommendations to
help marketers get the best return on their investment in video content.
Executive Summary
6EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2017
Over 70 percent of this study’s participants were in marketing roles in
B2B or mixed B2B/B2C organizations that reported revenue growth in
the most recently completed fiscal year. All of the organizations that partici-
pated in this study are using video to some degree in their marketing efforts.
Agencies and studios were disqualified from contributing to the study.
Key Findings
For the fourth consecutive year, over 90 percent of study
participants report that the video is becoming more important
as a form of marketing content.
The volume of videos produced annually has increased year-
to-year, from an estimated average of 29 in 2016 to 38 in this
year’s study.
The use of video in places like websites, social media, landing
pages and sales conversations has increased year-over-year.
Product videos are the most common type of video, produced
by 63 percent of organizations in this study.
More study participants are using metrics to track video content
effectiveness, with only 13 percent reporting that no metrics
are in use, compared to 23 percent in 2016. However, the use
of advanced metrics has remained flat over all study years.
The percentage of organizations that have integrated video
viewing data—and are exploiting it—with key sales and
marketing systems jumped from 13 to 20 percent.
Usage of video viewing data by members of the sales
team, to qualify, engage or influence deals, is up 13 percent
year-over-year.
There has been a two-fold increase in the number of people
who use video with the execution of their Account-Based
Marketing (ABM) strategy.
Video marketing budgets have stayed the same or grown for
90 percent of study participants.
This report details the results and insights from the
analysis of the study data. For more detail on the
survey participants, please refer to the Appendix.
The Importance of Video
8THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
The importance of video as a form of marketing content continues to
grow for almost all study participants. The year-in-year-out consistency
of video content importance is shown in Figure 1.
These figures represent an endorsement of video content from marketing
professionals. In this digital age where new content forms are born, live,
and fall from favor in months, the consistency of video content perfor-
mance across each year of the study is remarkable.
Less
Important
More
Important
Not changing
2015
2015
2014
2014
2016
2016
2017
2017
Almost all study participants report that video
content is becoming more important.
Production figures for video rose again in 2017.
The Changing Importance of Video
as Marketing Content
Marketing Videos Produced Annually
figure 1
figure 2
2% 6%
2% 6%
1% 8%
0%
More than 100
5%
11 to 50
8% 9%
8% 10%
11%
8% 10%
5%
95%
91%
92%
92%
Less Than 55 to 1051 to 100
Video production numbers can also provide insights into the value of
video content. Organizations will not invest in content that is perceived
as ineffective. The study tracks annual video production quantity, and
Figure 2 shows this year-to-year comparison.
In last year’s study, 53 percent of study participants produced 11 or more
videos annually. This year the figure has risen to 59 percent. Looking at
the way the production data in Figure 2 is distributed, in 2016 the average
number of videos produced annually was in the lower end of the 11 to 50
video range, or about 29 videos. For 2017, the average falls in the upper
half of this same range, for an estimated 38 videos annually.
32%
26%
26% 27%
29%
26% 25%
35% 18%
15%
41%
31%
9THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
In past studies, differences in the volume of videos produced based on
company size were pronounced: overall, small companies produced
fewer videos. Table 1 shows the percentage of study respondents that
produced fewer than five videos annually, by company size.
As recently as 2015, more than one-third of small companies were
producing less than five videos annually, and the gap between small and
large companies was 30 percent. In the current study, just one in five
small companies are producing less than five videos annually, and the
gap is now in the single-digit range. This data suggests that the cost
and tools for production is putting video within easy reach of even the
smallest companies. Highly accessible tools, like the Vidyard GoVideo
plugin, are making video very simple to create and distribute.
The video production gap has narrowed considerably.
table 1
Company size
(Annual Revenue)
Percent Producing Less
than 5 Videos Annually
2014 2015 2016 2017
Small ($25 million or less) 27% 35% 38% 20%
Medium ($26 - $499 million) 28% 11% 25% 10%
Large ($500 million+) 6% 5% 17% 12%
88%
1 in 5
of large companies are
currently producing more
than 5 videos annually
small companies are
producing less than
five videos annually
One thing that makes video a favored marketing content form is the
ability to use it in many ways and places. Figure 3 summarizes where
study participants are using video content.
Websites and social media (including blogs) continue to lead as top loca-
tions for marketers to use video content, and usage is up across the
board year-to-year, as shown in Figure 3.
10THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
2015 2016 2017
Usage of video has increased in each area.
* Added for 2017 study
Where Video Content is Used
figure 3
Website Social Media Landing
Pages
Sales
Conversation
Recorded
Webinars
Other
86% 77% 64% 60% 40% 46% 37%
3%
81% 40%43%
5%
22%
76% 53%
78% 39% 36%49%
8%
25%
72%
YouTube* Emails
Usage patterns show some differences when this data is segmented by
company size, as shown in Table 2.
It is curious that large companies show much less usage of video in email
marketing efforts, at less than half the usage level compared to small
and medium-sized companies. This data likely reflects concerns about
the effectiveness of traditional email marketing, and suggests that large
companies are looking for better approaches and/or new ways to boost
engagement in email marketing. That better way may be using video
within email marketing and other channels. Ultimately, marketers need
approaches and content that convert well, and the growth of video
across locations offers another endorsement of its effectiveness. The
next section of this report will examine the conversion performance of
video in more detail.
11THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
The biggest differences in usage
are for email and landing pages.
table 2
Where Video is Used
Company Size
Small Medium Large
Website 83% 92% 85%
Social media 79% 77% 71%
YouTube 55% 75% 68%
Landing pages 49% 75% 62%
Recorded webinars 44% 52% 53%
Emails 52% 52% 24%
Sales conversations 38% 31% 44%
Website
24%
is the most common
place for video usage
across all
company sizes
of large companies in
study use video
marketing in emails
The study also inventoried the types of videos that marketers create and
deploy, which Figure 4 summarizes for the current study year compared
to past studies.
12THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Product
videos
Webinars*Demos How-to /
Educational
Videos
Cultural
Videos
Explainer
Videos
Customer
Videos
Vlogs*Social Media
Videos*
Live Streams One-to-One* Chalk Talks*
Product videos are the most common type.
Types of Videos
figure 4
63% 59% 54% 38% 45% 42% 37%
7%12%13%23%24%
51%
28% 23% 20%
7%
59% 45% 44%
2015 2016 2017
* Added for 2017 study
20%
7%
59% 59% 43%
The top three types of videos in use by place of use.
table 3
Since the 2016 study, Product videos have eclipsed Demo and Explainer
videos as the most common type produced. Where videos are used
(Figure 3) and which types of videos are in use (Figure 4) are correlated.
This relationship is illustrated in Table 3.
13THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Landing
Pages
Emails Website
Social
Media
YouTube
Recorded
webinar
Sales
conversations
Product (74%) Demos (64%) Product (63%) Product (67%) Product (74%) Webinars (80%) Demos (75%)
Demos (65%) Product (58%) Demos (60%) Demos (60%) Demos (59%) Demos (66%) Product (64%)
Explainer (59%) Explainer (55%) Explainer (56%) Explainer (57%) Explainer (57%) Explainer (65%) Explainer (61%)
For most use cases, “Product” videos see the greatest use. The gap
between the trifecta of Product, Demo and Explainer videos, however, is
narrow. Some subtle shifts in the types of videos produced occurs as the
production volume increases. These shifts are shown in Table 4.
Increased volume of video production doesn’t create more variety in the
mix of videos produced until the number of videos produced annually
crosses the more-than-fifty threshold, at which point customer videos
begin to make an appearance in this ranking.
14THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Top three video types produced by
annual production volume.
table 4
Rank
Number of Videos Produced Annually
Less than 5 5 to 10 11 to 50 More than 50
1 Product Product
Explainer
Demos (tie)
Product
2 Explainer Demos Product
Explainer
Demos (tie)
3
Explainer
Demos (tie)
Explainer How-to CustomerProduct
videos are the most used
across all cases
How-to
videos rank 3rd at
companies producing
11 to 50 videos annually
15THE STATE OF ASSOCIATION MARKETING | [OVERALL SECTION][CURRENT SECTION]
The Performance of Video
16THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Marketers love to see their content go viral, but viral videos are a rela-
tively rare occurrence and not necessary to produce excellent results.
Getting a wide audience for a video is certainly desirable, but the goal
of any marketing content is to gain conversions: getting those exposed
to the content to take the desired action, whatever action that may be.
Figure 5 shows the current conversion performance of video compared
to other types of content.
The conversion performance of video compared to other content types
remains strong. Over the four years of this study, the percentage of
participants that report video converts somewhat or much better than
other content types has averaged 71 percent. Video remains a favored
content type for marketers looking to engage their audience.
70 percent of study participants report that video converts better than other forms of content.
* Added for 2017 study
Conversion Performance of Video
figure 5
20152014 2016 2017
Much better
6%
6%
4%
2%
Somewhat
better
Somewhat
worse
23%
23%
22% 26%
20%
19%
16%
27%
Much worse
0%
0%
0%
1%
About the
same
52%
48%
54%
51%
17THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
From a marketing perspective, having content that produces conver-
sions is the path to generating revenue, and ultimately, a measurable
return-on-investment (ROI). Each year of this study has collected data
about the relative ROI movement of video: is it getting better, staying the
same or declining? Figure 6 displays this data.
The most troubling insight that Figure 6 reveals is that 28 percent of
study participants do not know the ROI of their video marketing efforts.
It is possible to determine the ROI of video by measuring how it is consumed
by leads in the sales pipeline, and this measurement is enabled by inte-
gratingvideoconsumptiondatawithCRMorMarketingAutomationsystems.
This integration status and its implications for ROI are explored fully in
an upcoming section of this report. The relationship between conversion
performance and ROI, however, is simple and intuitive: study participants
that report video converts better are seeing a correspondingly higher ROI.
20152014 2016 2017
ROI of video marketing shifted slightly in the current study year.
How is the ROI of Video Changing?
figure 6
Getting Better Staying the
Same
UnknownDeclining
44% 27%
27%
26%
26%25%
22%
23%
28%
1%
1%
1%
2%
49%
50%
48%
27%
44%
of companies in study
maintained their ROI in 2017
of companies in study are
improving their ROI in 2017
18THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
In order to understand how video converts and how to calculate its ROI,
this study measures three categories of video content effectiveness
metrics:
The most mature video marketers use advanced metrics to link the
content source to the revenue it influenced. Figure 7 summarizes video
metrics usage for all study years.
20152014 2016 2017
The usage rate of advanced metrics is flat for all study years.
Video Content Effectiveness Measures in Use
figure 7
Advanced Intermediate NoneBasic
13% 13%
51%23%
14% 14%
48%24%
14% 14%
49% 23%
14%
42% 23%21%
1. Basic
Measures of consumption such as views or shares.
These are relatively easy to capture. However, they
don’t allow for determination of ROI, nor do they
provide indicators of engagement. For these reasons,
their usefulness is limited.
2. Intermediate
Basic measures of engagement, such as average viewing
duration. With intermediate metrics, insights into video
viewing behavior begin to emerge.
3. Advanced
Include views by embed location, viewer drop-off rates,
viewing heat maps or attribution to sales pipeline. With
these metrics, precise determinations are possible
regarding revenue impact and ROI.
19THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
While the segment of those who are using advanced metrics is compar-
atively small, the ROI impact related to advanced video metrics usage is
immense. Figure 8 compares the reported ROI for each metrics usage
category.
There are some important points to make from the
data presented in Figure 8:
A true and accurate measurement of the ROI of video (or any
type of content) requires the adoption and use of advanced
metrics. When advanced metrics are not in use, ROI determina-
tion is an estimate at best.
When advanced metrics are in use, marketers have the infor-
mation they need about video content performance to achieve
even better results.
The best way to capture and exploit advanced metrics is to
integrate video viewing data into Marketing Automation and/or
CRM systems.
1
3
2
The use of advanced metrics is a prerequisite to achieving the greatest
impact and highest ROI from video marketing efforts.
The use of advanced metrics has a big effect on ROI.
% Reporting Video ROI is Much Better
figure 8
No metrics
in use
5%
Basic
metrics
16%
Intermediate
metrics
22%
Advanced
metrics
71%
Video Viewing Data Integration
Integrating video viewing data into Marketing Automation and/or CRM
platforms enables the tracking and usage of advanced metrics. This inte-
gration provides other benefits as well. Figure 9 shows the status of this
integration from each year of this study.
It appears that the study participants from 2016’s study that indicated plans
to integrate this data had more than just good intentions—they acted.
21VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017
The data in Figure 9 reveals some encouraging
trends:
A significant increase in the population of marketers who have
integrated video viewing data—and are using it! One in five
marketers in this study fall into this category.
The overall level of integration of video viewing data, regardless
of whether it is in use, has climbed 15 percentage points, from
30 percent in 2016 to 45 percent today.
1
2
20152014 2016 2017
This year’s study participants report a healthy increase in the integration
and use of video viewing data with key sales and marketing systems.
Integration Status of Video Viewing Data
figure 9
Integrated and
exploiting the data
Integrated but not
exploiting the data
Planning to integrate
within 12 months
Planning to integrate
sometime
No plans to integrate
20% 20%
20%
21%25%
25% 23% 22%
26%
26%30%
29%
13%
9%
15% 15%
15%
14%
16%
17%
d
n
The ROI that study participants report for their video marketing efforts
correlates to their integration status. Figure 10 compares the ROI when
there is no integration to when integration and exploitation of video
viewing data exists.
This comparison makes a compelling business case for integrating video
viewing data with Marketing Automation and CRM systems: those who
have done so are almost twice as likely to also report that their video
ROI is getting better.
22VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017
The higher integration levels seen in this year’s study are reflected in the
way members of the sales team are using this data, which is summarized
in Figure 11.
Over two-thirds of study participants indicated that it is important for the
sales team to have access to customer and prospect video viewing data.
Figure 11 shows that sales team are getting value from using this data,
with an increase in all levels of use from 50 percent in 2016 to 61
percent this year. This usage is no doubt enabled by the higher levels of
integration shown in Figure 9.
Integrating video viewing data into sales and marketing systems has a
major effect on ROI.
Integration of Video Viewing Data & ROI
figure 10
20152014 2016 2017
Overall usage of video viewing data by the sale team is up year-to-year.
Sales Use of Viewing Data to Qualify, Engage or
Influence Deals
figure 11
To a great
extent
7%
6%
6%
6%
8%
11%
11%
10%
I don’t
know
To a slight
extent
18%
18%
23%
22%
To some
extent
21%
24%
36%
32%
To no
extent
34%
39%
37%
31%
Integration and
data exploitation
67%
No integration 31%
ROI of Video is Getting Better
Producing & Hosting
Video Content
24PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
This year, the study continues to look at who is creating, or commis-
sioning the creation of video content, and where it is hosted.
Figure 12 shows the personas within the organizations that participated
in this study that are creating video.
With content marketing strategy and execution traditionally belonging to
marketing, these results are not surprising. The sales organization shows
the biggest year-to-year increase, and all functions represented show an
increase, with the exception of the internal communications team.
2016 2017
Marketing creates the lion’s share of video content.
Who is Creating Video
figure 12
Executive team HR teamInternal
communications team
Marketing team
90% 23% 17%
19%
15%
11% 11% 11%15%
15% 14%
9%
8%
86%
Support team OthersSales team
Figure 13 shows where organizations in the study are hosting and
managing their video content.
It’s easy to understand the allure of free platforms. But marketers need
to make decisions about where to host video based on more than cost.
They must also consider how various hosting platforms allow them to
best manage their brands and control the viewing experience. Marketers
need to fully understand the implications of their hosting choices.
25PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
The ease of producing quality video content has improved dramatically
over the life of this study. Not so long ago, the requisite skills and exper-
tise were often not found within many marketing departments. Today,
most organizations create video using a blend of internal and external
resources, such as agencies, studios, freelancers or contract employees.
Figure 14 shows this spectrum of resource usage for video creation.
Twice as many organizations create video entirely in-house as compared
to those that completely outsource it. Most organizations blend external
resources with internal ones to create their videos, and on average,
the division of responsibility is almost even, slightly favoring the use
of internal resources.
Free platform
External resources
for MOST
External resources ALL video creation
Even blend
internal and external
Business
platform
Internal resources
of MOST
Internal resources
for ALL video
creation
Both
55%
22%
7%
25%
24%
30%
16%
21%
More than half of study participants only host on free platforms.
Few organizations completely outsource video creation.
Video Hosting & Management Platforms Usage
Resources for Video Creation
figure 13
figure 14
Companies use and blend resources to create videos differently
depending on the size of the company. Table 5 shows these differences.
Small companies rely most heavily on internal resources, while large
companies rely most heavily on a blend of external and internal resources.
26PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
The features and functions available for use in creating marketing video
have expanded tremendously. For the first time, this study catalogs their
usage in Figure 15.
Video production resources by company size
table 5
Small
companies
(less than
$25 million
in annual
revenue)
Medium
companies
($25 to
$499 million
in annual
revenue)
Large
companies
($500 million
or more
in annual
revenue)
External
resources for
most or all
video creation
24% 35% 29%
Even blend
of internal
& external
resources
22% 15% 47%
Internal
resources for
most or all
video creation
54% 50% 24%
The majority do not use most of these functions with video.
% Reporting Video ROI is Much Better
figure 15
Video performance
analytics
59%
Access control for
private/secure content
Channel performance
analytics
Individual viewer
engagement
Centralized video content
management
Group or role-based
administration of content
Custom CTAs
at end of video
Synchronization of viewer
engagement data to Mktg
Automation or CRM
Interactive video content with
embedded forms or annotations
Video content
personalization
43%
42%
42%
40%
33%
31%
28%
26%
21%
Many of these features help shift the video viewing experience from a
passive to an active one, and as a later section of this report will discuss,
they help drive satisfaction with the use of video content. For clarity, some
of these features are defined in more detail below:
Video performance analytics: views, drop-off rate, etc.
Channel performance: views by channel
Individual viewer engagement: tracking views and engagement of
each individual
As ABM becomes a mainstream B2B marketing strategy, the use of video
to facilitate the strategy has doubled since last year’s study, growing
from 8 percent to 16 percent of organizations that are using video to
any degree with ABM. Those who plan to use video with ABM have also
nearly doubled in the past year.
27PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
2016 2017
Video usage and plans for usage with ABM have increased year-to-year.
Video Functionality Usage
figure 16
ABM with plans to
use video
Don’t use ABMABM with video in
minor role
ABM with video in
major role
11% 13% 16%
25%15%
44%
46%
3%
3% 4%1%
7% 6%
6%
ABM, but
no video
I don’t knowABM with video in
moderate role
In the 2016 study, participants were asked to share their usage status
of the Account-Based Marketing (ABM) strategy and, if they were using
ABM, the degree to which video content played a role. Figure 16 updates
this usage data for 2017.
Video Content Budget
29VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017
Marketing budgets reflect the organization’s priorities, and the way initiatives
are funded is perhaps the truest indicator of their perceived value. Figure 17
summarizes video content budget growth for all years of the study.
Video content budgets are increasing for over half of the study partic-
ipants, although not at the rate of previous years. However, the annual
volume of videos produced shown in Figure 2 is increasing, implying that
marketers are able to increase production without increasing costs.
20152014 2016 2017
Video content budgets are staying the same or growing for well over
90 percent of the organizations in this study.
Video Content Budget
figure 17
Significantly decreasing
0%
0%
1%
1%
2%
2%
4%
5% 6%
Significantly increasingStaying the same
28%
29%
37%
38%
16%
13%
20%
Slightly decreasing Slightly increasing
53%
49%
50%
46%
6%
56%
of companies in
study are decreasing
video content
budget in 2017
of companies in
study are increasing
video content
budget in 2017
Budgets, ROI, and conversion performance are all correlated. Figure 18
shows what this correlation looks like.
Though it is a bit of a chicken-and-egg dilemma to determine whether
higher funding for video content performance produces better ROI and
conversion performance, or if the ROI and conversion performance
make the business case for higher funding, it is most likely the latter
case. Whichever one is true, however, the link between budgets, ROI
and conversion performance is firmly established in the study data.
Higher video content marketing budgets are related to
better ROI and conversion.
Video Budgets and ROI, Conversion Performance
figure 18
% ROI is getting better % Conversions
performance is better
Budget flat or decreasing
Budget increasing
75%57%
63%27%
30VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017
Satisfaction with
Video Marketing Results
Dissatisfied
Very dissatisfied
Neutral
Satisfied
Very satisfied
8%
2%
31%
55%
4%
This study has not looked at overall satisfaction with the results of video
marketing efforts until this year. Figure 19 shows how this year’s study
participants rated their satisfaction.
32SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
Just 10 percent of study participants are dissatisfied
with the results of their video marketing efforts.
Satisfaction with Video Marketing Results
figure 19
10%
59%
of companies in study are
dissatisfied with video
marketing results
of companies in
study are satisfied or
very satisfied with video
marketing results
33SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
The use of certain kinds of metrics from Figure 8 to measure the effec-
tiveness of video content, also correlates to satisfaction. Figure 21 shows
this relationship.
The use of advanced metrics drives satisfaction significantly higher.
Satisfaction & Metrics Usage
figure 21
No metrics in use 29%
Basic metrics 57%
Intermediate
metrics
67%
Advanced
metrics
86%
% Satisfied or Very Satisfied
It is important to keep in mind that satisfaction is an outcome, and with
this data now part of the study, it became possible to identify some of the
drivers of satisfaction. One of the correlations to satisfaction is the annual
volume of videos produced by study participants. Figure 20 shows how
satisfaction increases with the volume of videos produced.
Satisfaction increases as video production volumes increase.
Satisfaction & Annual Video Production Volume
figure 20
Less than 5 33%
5 to 10 51%
11 to 50 68%
More than 50 72%
% Satisfied or Very Satisfied
The adoption of some of the features and functions shown in Figure 15
also correlate to higher satisfaction with video marketing results. Figure 22
shows the difference in satisfaction for these features/functions when they
are versus when they are not in use.
The use of any one of these video features/functions has the ability to
drive satisfaction with video marketing results higher. The satisfaction
gap between those who use them and those who do not is substantial,
averaging 29 percentage points.
34SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
These video features/functions are major drivers
of higher satisfaction with video.
Satisfaction & Video Feature/Function Usage
figure 22
Interactive video
content w/ embedded
forms or annotations
50% 51%45%39% 39% 35%
71% 71% 71% 71%73%75%
Group or role-based
administration of content
Centralized video
content management
Video performance
analytics
Video content
personalization
Access control for
private/secure content
Satisfaction when using
Satisfaction when not using
Analyst Bottom Line
As a content form, video remains as important as ever, and this
importance is reflected in increased usage, both in terms of volume
produced and places where video is used. This year’s study rein-
forces many of the best practices identified in past years, while
introducing some new ones. Marketers that want to leverage video
in the most effective way and produce the highest possible return
should implement the following recommendations:
Most marketers long ago recognized the potential and value
of video content. By implementing these recommendations,
marketers can take their video marketing efforts to the next level
of effectiveness.
36ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2017
Track advanced metrics. There’s no getting away from
the fact that advanced metrics are the only ones that
can accurately tell marketers the revenue impact any of
their content is having, and video is no exception. Views
by embed location, viewer drop-off rates, and attribution
to sales pipeline are all examples of advanced metrics
that marketers should track for video content. How can
marketers do this? See the next recommendation…
Integrate video viewing data. This integration facili-
tates the tracking of advanced metrics, and marketers
reported gains in the integration of viewing data with
Marketing Automation and/or CRM systems in this
year’s study. This is important because when this data
is stored in sales and marketing systems, the viewing
data becomes easy to access and use in order to gain
insights about leads in the pipeline.
Pump up the volume. Heavier users of video are
getting better ROI from their use and are more satis-
fied with the results they are getting. Greater video
volume seems to be better where marketing with this
content form is concerned. Marketers that have so
far just dipped their toes in the video marketing pool
should consider plunging in.
Use advanced features and functions. All of the
video marketing features and functions identified in
Figure 15 have benefits, and many of them also drive
higher satisfaction. Marketers need to make the inclu-
sion of these features and functions a standard part
of their production process. Many of these feature
and functions are only available through the use of a
video platform for business.
Analyst Bottom Line
Acknowledgements
37ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017
Vidyard is the video platform for business that helps organiza-
tions drive more revenue through the use of online video. Going
beyond video hosting and management, Vidyard helps busi-
nesses drive greater engagement in their video content, track
the viewing activities of each individual viewer, and turn those
views into action. Global leaders such as Honeywell, McKesson,
Lenovo, LinkedIn, Citibank, MongoDB and Sharp rely on Vidyard
to power their video content strategies and turn viewers into
customers.
Demand Metric is a marketing research and advisory firm serving
a membership community of over 100,000 marketing profes-
sionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+
premium marketing tools and templates, Demand Metric
resources and expertise help the marketing community plan
more efficiently and effectively, answer the difficult questions
about their work with authority and conviction, and complete
marketing projects more quickly and with greater confidence —
thus boosting the respect of the marketing team and making it
easier to justify resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com
Appendix: Survey Background
38ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017
This 2017 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through
October 28, 2017. During this period, 159 complete responses were collected and used in the analysis of the data for this report.
The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for
comparison or guidance.
Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:
Type of organization:
Mostly or entirely B2B		 57 percent
Mostly or entirely B2C		 15 percent
Blend of B2B/B2C			 28 percent
Primary role of respondent:
President, CEO or owner		 7 percent
Marketing			75 percent
Sales				 5 percent
IT				 6 percent
Other				 7 percent
Annual sales:
Less than $10 million		 32 percent
$10 to $24 million			 16 percent
$25 to $99 million		 16 percent
$100 to $499 million		 14 percent
$500 to $999 million		 5 percent
$1 billion or more			 16 percent
Revenue growth environment in most recent fiscal year:
Significant increase		 21 percent
Modest increase			 51 percent
Flat				17 percent
Modest decline			 10 percent
Significant decline		 1 percent
© Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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State of Video Marketing 2017

  • 1. the state of VIDEO MARKETING 2017 Benchmark Study Report November 2017
  • 4. 4INTRODUCTION THE STATE OF VIDEO MARKETING 2017 Marketers need little convincing these days that video is a powerful content form. By every measure – conversion, SERP ranking, time on page, likes, shares and any other form of engagement – video’s power to inform and persuade is unmatched. Pundits project that this year, 69 percent of all web traffic will be video, a clear indicator of the demand for this content form. The barriers to using video have fallen as this content type has evolved. Just over a decade ago, video production required expensive cameras, studios and software editing suites. Today, however, about 70 percent of U.S. and Canadian adults carry with them the tools for video production, right in their pocket. In the past decade, the cost and skills needed to produce video has gone down, while the quality and convenience has improved. Video content also benefits tremendously from the social media networks that serve as distribution channels. This study, now in its fourth year, continues to examine how marketers are using video, the new approaches, tools and applications they are using and what kind of results they are getting. The data is clear: video is a content form that remains fresh and engaging. As this report details the findings from the 2017 Video Content Marketing Benchmark Study, it will identify best practices and recommendations to help marketers get the best return on their investment in video content.
  • 6. 6EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2017 Over 70 percent of this study’s participants were in marketing roles in B2B or mixed B2B/B2C organizations that reported revenue growth in the most recently completed fiscal year. All of the organizations that partici- pated in this study are using video to some degree in their marketing efforts. Agencies and studios were disqualified from contributing to the study. Key Findings For the fourth consecutive year, over 90 percent of study participants report that the video is becoming more important as a form of marketing content. The volume of videos produced annually has increased year- to-year, from an estimated average of 29 in 2016 to 38 in this year’s study. The use of video in places like websites, social media, landing pages and sales conversations has increased year-over-year. Product videos are the most common type of video, produced by 63 percent of organizations in this study. More study participants are using metrics to track video content effectiveness, with only 13 percent reporting that no metrics are in use, compared to 23 percent in 2016. However, the use of advanced metrics has remained flat over all study years. The percentage of organizations that have integrated video viewing data—and are exploiting it—with key sales and marketing systems jumped from 13 to 20 percent. Usage of video viewing data by members of the sales team, to qualify, engage or influence deals, is up 13 percent year-over-year. There has been a two-fold increase in the number of people who use video with the execution of their Account-Based Marketing (ABM) strategy. Video marketing budgets have stayed the same or grown for 90 percent of study participants. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix.
  • 8. 8THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 The importance of video as a form of marketing content continues to grow for almost all study participants. The year-in-year-out consistency of video content importance is shown in Figure 1. These figures represent an endorsement of video content from marketing professionals. In this digital age where new content forms are born, live, and fall from favor in months, the consistency of video content perfor- mance across each year of the study is remarkable. Less Important More Important Not changing 2015 2015 2014 2014 2016 2016 2017 2017 Almost all study participants report that video content is becoming more important. Production figures for video rose again in 2017. The Changing Importance of Video as Marketing Content Marketing Videos Produced Annually figure 1 figure 2 2% 6% 2% 6% 1% 8% 0% More than 100 5% 11 to 50 8% 9% 8% 10% 11% 8% 10% 5% 95% 91% 92% 92% Less Than 55 to 1051 to 100 Video production numbers can also provide insights into the value of video content. Organizations will not invest in content that is perceived as ineffective. The study tracks annual video production quantity, and Figure 2 shows this year-to-year comparison. In last year’s study, 53 percent of study participants produced 11 or more videos annually. This year the figure has risen to 59 percent. Looking at the way the production data in Figure 2 is distributed, in 2016 the average number of videos produced annually was in the lower end of the 11 to 50 video range, or about 29 videos. For 2017, the average falls in the upper half of this same range, for an estimated 38 videos annually. 32% 26% 26% 27% 29% 26% 25% 35% 18% 15% 41% 31%
  • 9. 9THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 In past studies, differences in the volume of videos produced based on company size were pronounced: overall, small companies produced fewer videos. Table 1 shows the percentage of study respondents that produced fewer than five videos annually, by company size. As recently as 2015, more than one-third of small companies were producing less than five videos annually, and the gap between small and large companies was 30 percent. In the current study, just one in five small companies are producing less than five videos annually, and the gap is now in the single-digit range. This data suggests that the cost and tools for production is putting video within easy reach of even the smallest companies. Highly accessible tools, like the Vidyard GoVideo plugin, are making video very simple to create and distribute. The video production gap has narrowed considerably. table 1 Company size (Annual Revenue) Percent Producing Less than 5 Videos Annually 2014 2015 2016 2017 Small ($25 million or less) 27% 35% 38% 20% Medium ($26 - $499 million) 28% 11% 25% 10% Large ($500 million+) 6% 5% 17% 12% 88% 1 in 5 of large companies are currently producing more than 5 videos annually small companies are producing less than five videos annually
  • 10. One thing that makes video a favored marketing content form is the ability to use it in many ways and places. Figure 3 summarizes where study participants are using video content. Websites and social media (including blogs) continue to lead as top loca- tions for marketers to use video content, and usage is up across the board year-to-year, as shown in Figure 3. 10THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 2015 2016 2017 Usage of video has increased in each area. * Added for 2017 study Where Video Content is Used figure 3 Website Social Media Landing Pages Sales Conversation Recorded Webinars Other 86% 77% 64% 60% 40% 46% 37% 3% 81% 40%43% 5% 22% 76% 53% 78% 39% 36%49% 8% 25% 72% YouTube* Emails
  • 11. Usage patterns show some differences when this data is segmented by company size, as shown in Table 2. It is curious that large companies show much less usage of video in email marketing efforts, at less than half the usage level compared to small and medium-sized companies. This data likely reflects concerns about the effectiveness of traditional email marketing, and suggests that large companies are looking for better approaches and/or new ways to boost engagement in email marketing. That better way may be using video within email marketing and other channels. Ultimately, marketers need approaches and content that convert well, and the growth of video across locations offers another endorsement of its effectiveness. The next section of this report will examine the conversion performance of video in more detail. 11THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 The biggest differences in usage are for email and landing pages. table 2 Where Video is Used Company Size Small Medium Large Website 83% 92% 85% Social media 79% 77% 71% YouTube 55% 75% 68% Landing pages 49% 75% 62% Recorded webinars 44% 52% 53% Emails 52% 52% 24% Sales conversations 38% 31% 44% Website 24% is the most common place for video usage across all company sizes of large companies in study use video marketing in emails
  • 12. The study also inventoried the types of videos that marketers create and deploy, which Figure 4 summarizes for the current study year compared to past studies. 12THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 Product videos Webinars*Demos How-to / Educational Videos Cultural Videos Explainer Videos Customer Videos Vlogs*Social Media Videos* Live Streams One-to-One* Chalk Talks* Product videos are the most common type. Types of Videos figure 4 63% 59% 54% 38% 45% 42% 37% 7%12%13%23%24% 51% 28% 23% 20% 7% 59% 45% 44% 2015 2016 2017 * Added for 2017 study 20% 7% 59% 59% 43%
  • 13. The top three types of videos in use by place of use. table 3 Since the 2016 study, Product videos have eclipsed Demo and Explainer videos as the most common type produced. Where videos are used (Figure 3) and which types of videos are in use (Figure 4) are correlated. This relationship is illustrated in Table 3. 13THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 Landing Pages Emails Website Social Media YouTube Recorded webinar Sales conversations Product (74%) Demos (64%) Product (63%) Product (67%) Product (74%) Webinars (80%) Demos (75%) Demos (65%) Product (58%) Demos (60%) Demos (60%) Demos (59%) Demos (66%) Product (64%) Explainer (59%) Explainer (55%) Explainer (56%) Explainer (57%) Explainer (57%) Explainer (65%) Explainer (61%)
  • 14. For most use cases, “Product” videos see the greatest use. The gap between the trifecta of Product, Demo and Explainer videos, however, is narrow. Some subtle shifts in the types of videos produced occurs as the production volume increases. These shifts are shown in Table 4. Increased volume of video production doesn’t create more variety in the mix of videos produced until the number of videos produced annually crosses the more-than-fifty threshold, at which point customer videos begin to make an appearance in this ranking. 14THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 Top three video types produced by annual production volume. table 4 Rank Number of Videos Produced Annually Less than 5 5 to 10 11 to 50 More than 50 1 Product Product Explainer Demos (tie) Product 2 Explainer Demos Product Explainer Demos (tie) 3 Explainer Demos (tie) Explainer How-to CustomerProduct videos are the most used across all cases How-to videos rank 3rd at companies producing 11 to 50 videos annually
  • 15. 15THE STATE OF ASSOCIATION MARKETING | [OVERALL SECTION][CURRENT SECTION] The Performance of Video
  • 16. 16THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 Marketers love to see their content go viral, but viral videos are a rela- tively rare occurrence and not necessary to produce excellent results. Getting a wide audience for a video is certainly desirable, but the goal of any marketing content is to gain conversions: getting those exposed to the content to take the desired action, whatever action that may be. Figure 5 shows the current conversion performance of video compared to other types of content. The conversion performance of video compared to other content types remains strong. Over the four years of this study, the percentage of participants that report video converts somewhat or much better than other content types has averaged 71 percent. Video remains a favored content type for marketers looking to engage their audience. 70 percent of study participants report that video converts better than other forms of content. * Added for 2017 study Conversion Performance of Video figure 5 20152014 2016 2017 Much better 6% 6% 4% 2% Somewhat better Somewhat worse 23% 23% 22% 26% 20% 19% 16% 27% Much worse 0% 0% 0% 1% About the same 52% 48% 54% 51%
  • 17. 17THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 From a marketing perspective, having content that produces conver- sions is the path to generating revenue, and ultimately, a measurable return-on-investment (ROI). Each year of this study has collected data about the relative ROI movement of video: is it getting better, staying the same or declining? Figure 6 displays this data. The most troubling insight that Figure 6 reveals is that 28 percent of study participants do not know the ROI of their video marketing efforts. It is possible to determine the ROI of video by measuring how it is consumed by leads in the sales pipeline, and this measurement is enabled by inte- gratingvideoconsumptiondatawithCRMorMarketingAutomationsystems. This integration status and its implications for ROI are explored fully in an upcoming section of this report. The relationship between conversion performance and ROI, however, is simple and intuitive: study participants that report video converts better are seeing a correspondingly higher ROI. 20152014 2016 2017 ROI of video marketing shifted slightly in the current study year. How is the ROI of Video Changing? figure 6 Getting Better Staying the Same UnknownDeclining 44% 27% 27% 26% 26%25% 22% 23% 28% 1% 1% 1% 2% 49% 50% 48% 27% 44% of companies in study maintained their ROI in 2017 of companies in study are improving their ROI in 2017
  • 18. 18THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 In order to understand how video converts and how to calculate its ROI, this study measures three categories of video content effectiveness metrics: The most mature video marketers use advanced metrics to link the content source to the revenue it influenced. Figure 7 summarizes video metrics usage for all study years. 20152014 2016 2017 The usage rate of advanced metrics is flat for all study years. Video Content Effectiveness Measures in Use figure 7 Advanced Intermediate NoneBasic 13% 13% 51%23% 14% 14% 48%24% 14% 14% 49% 23% 14% 42% 23%21% 1. Basic Measures of consumption such as views or shares. These are relatively easy to capture. However, they don’t allow for determination of ROI, nor do they provide indicators of engagement. For these reasons, their usefulness is limited. 2. Intermediate Basic measures of engagement, such as average viewing duration. With intermediate metrics, insights into video viewing behavior begin to emerge. 3. Advanced Include views by embed location, viewer drop-off rates, viewing heat maps or attribution to sales pipeline. With these metrics, precise determinations are possible regarding revenue impact and ROI.
  • 19. 19THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017 While the segment of those who are using advanced metrics is compar- atively small, the ROI impact related to advanced video metrics usage is immense. Figure 8 compares the reported ROI for each metrics usage category. There are some important points to make from the data presented in Figure 8: A true and accurate measurement of the ROI of video (or any type of content) requires the adoption and use of advanced metrics. When advanced metrics are not in use, ROI determina- tion is an estimate at best. When advanced metrics are in use, marketers have the infor- mation they need about video content performance to achieve even better results. The best way to capture and exploit advanced metrics is to integrate video viewing data into Marketing Automation and/or CRM systems. 1 3 2 The use of advanced metrics is a prerequisite to achieving the greatest impact and highest ROI from video marketing efforts. The use of advanced metrics has a big effect on ROI. % Reporting Video ROI is Much Better figure 8 No metrics in use 5% Basic metrics 16% Intermediate metrics 22% Advanced metrics 71%
  • 20. Video Viewing Data Integration
  • 21. Integrating video viewing data into Marketing Automation and/or CRM platforms enables the tracking and usage of advanced metrics. This inte- gration provides other benefits as well. Figure 9 shows the status of this integration from each year of this study. It appears that the study participants from 2016’s study that indicated plans to integrate this data had more than just good intentions—they acted. 21VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017 The data in Figure 9 reveals some encouraging trends: A significant increase in the population of marketers who have integrated video viewing data—and are using it! One in five marketers in this study fall into this category. The overall level of integration of video viewing data, regardless of whether it is in use, has climbed 15 percentage points, from 30 percent in 2016 to 45 percent today. 1 2 20152014 2016 2017 This year’s study participants report a healthy increase in the integration and use of video viewing data with key sales and marketing systems. Integration Status of Video Viewing Data figure 9 Integrated and exploiting the data Integrated but not exploiting the data Planning to integrate within 12 months Planning to integrate sometime No plans to integrate 20% 20% 20% 21%25% 25% 23% 22% 26% 26%30% 29% 13% 9% 15% 15% 15% 14% 16% 17%
  • 22. d n The ROI that study participants report for their video marketing efforts correlates to their integration status. Figure 10 compares the ROI when there is no integration to when integration and exploitation of video viewing data exists. This comparison makes a compelling business case for integrating video viewing data with Marketing Automation and CRM systems: those who have done so are almost twice as likely to also report that their video ROI is getting better. 22VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017 The higher integration levels seen in this year’s study are reflected in the way members of the sales team are using this data, which is summarized in Figure 11. Over two-thirds of study participants indicated that it is important for the sales team to have access to customer and prospect video viewing data. Figure 11 shows that sales team are getting value from using this data, with an increase in all levels of use from 50 percent in 2016 to 61 percent this year. This usage is no doubt enabled by the higher levels of integration shown in Figure 9. Integrating video viewing data into sales and marketing systems has a major effect on ROI. Integration of Video Viewing Data & ROI figure 10 20152014 2016 2017 Overall usage of video viewing data by the sale team is up year-to-year. Sales Use of Viewing Data to Qualify, Engage or Influence Deals figure 11 To a great extent 7% 6% 6% 6% 8% 11% 11% 10% I don’t know To a slight extent 18% 18% 23% 22% To some extent 21% 24% 36% 32% To no extent 34% 39% 37% 31% Integration and data exploitation 67% No integration 31% ROI of Video is Getting Better
  • 24. 24PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017 This year, the study continues to look at who is creating, or commis- sioning the creation of video content, and where it is hosted. Figure 12 shows the personas within the organizations that participated in this study that are creating video. With content marketing strategy and execution traditionally belonging to marketing, these results are not surprising. The sales organization shows the biggest year-to-year increase, and all functions represented show an increase, with the exception of the internal communications team. 2016 2017 Marketing creates the lion’s share of video content. Who is Creating Video figure 12 Executive team HR teamInternal communications team Marketing team 90% 23% 17% 19% 15% 11% 11% 11%15% 15% 14% 9% 8% 86% Support team OthersSales team
  • 25. Figure 13 shows where organizations in the study are hosting and managing their video content. It’s easy to understand the allure of free platforms. But marketers need to make decisions about where to host video based on more than cost. They must also consider how various hosting platforms allow them to best manage their brands and control the viewing experience. Marketers need to fully understand the implications of their hosting choices. 25PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017 The ease of producing quality video content has improved dramatically over the life of this study. Not so long ago, the requisite skills and exper- tise were often not found within many marketing departments. Today, most organizations create video using a blend of internal and external resources, such as agencies, studios, freelancers or contract employees. Figure 14 shows this spectrum of resource usage for video creation. Twice as many organizations create video entirely in-house as compared to those that completely outsource it. Most organizations blend external resources with internal ones to create their videos, and on average, the division of responsibility is almost even, slightly favoring the use of internal resources. Free platform External resources for MOST External resources ALL video creation Even blend internal and external Business platform Internal resources of MOST Internal resources for ALL video creation Both 55% 22% 7% 25% 24% 30% 16% 21% More than half of study participants only host on free platforms. Few organizations completely outsource video creation. Video Hosting & Management Platforms Usage Resources for Video Creation figure 13 figure 14
  • 26. Companies use and blend resources to create videos differently depending on the size of the company. Table 5 shows these differences. Small companies rely most heavily on internal resources, while large companies rely most heavily on a blend of external and internal resources. 26PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017 The features and functions available for use in creating marketing video have expanded tremendously. For the first time, this study catalogs their usage in Figure 15. Video production resources by company size table 5 Small companies (less than $25 million in annual revenue) Medium companies ($25 to $499 million in annual revenue) Large companies ($500 million or more in annual revenue) External resources for most or all video creation 24% 35% 29% Even blend of internal & external resources 22% 15% 47% Internal resources for most or all video creation 54% 50% 24% The majority do not use most of these functions with video. % Reporting Video ROI is Much Better figure 15 Video performance analytics 59% Access control for private/secure content Channel performance analytics Individual viewer engagement Centralized video content management Group or role-based administration of content Custom CTAs at end of video Synchronization of viewer engagement data to Mktg Automation or CRM Interactive video content with embedded forms or annotations Video content personalization 43% 42% 42% 40% 33% 31% 28% 26% 21%
  • 27. Many of these features help shift the video viewing experience from a passive to an active one, and as a later section of this report will discuss, they help drive satisfaction with the use of video content. For clarity, some of these features are defined in more detail below: Video performance analytics: views, drop-off rate, etc. Channel performance: views by channel Individual viewer engagement: tracking views and engagement of each individual As ABM becomes a mainstream B2B marketing strategy, the use of video to facilitate the strategy has doubled since last year’s study, growing from 8 percent to 16 percent of organizations that are using video to any degree with ABM. Those who plan to use video with ABM have also nearly doubled in the past year. 27PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017 2016 2017 Video usage and plans for usage with ABM have increased year-to-year. Video Functionality Usage figure 16 ABM with plans to use video Don’t use ABMABM with video in minor role ABM with video in major role 11% 13% 16% 25%15% 44% 46% 3% 3% 4%1% 7% 6% 6% ABM, but no video I don’t knowABM with video in moderate role In the 2016 study, participants were asked to share their usage status of the Account-Based Marketing (ABM) strategy and, if they were using ABM, the degree to which video content played a role. Figure 16 updates this usage data for 2017.
  • 29. 29VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017 Marketing budgets reflect the organization’s priorities, and the way initiatives are funded is perhaps the truest indicator of their perceived value. Figure 17 summarizes video content budget growth for all years of the study. Video content budgets are increasing for over half of the study partic- ipants, although not at the rate of previous years. However, the annual volume of videos produced shown in Figure 2 is increasing, implying that marketers are able to increase production without increasing costs. 20152014 2016 2017 Video content budgets are staying the same or growing for well over 90 percent of the organizations in this study. Video Content Budget figure 17 Significantly decreasing 0% 0% 1% 1% 2% 2% 4% 5% 6% Significantly increasingStaying the same 28% 29% 37% 38% 16% 13% 20% Slightly decreasing Slightly increasing 53% 49% 50% 46% 6% 56% of companies in study are decreasing video content budget in 2017 of companies in study are increasing video content budget in 2017
  • 30. Budgets, ROI, and conversion performance are all correlated. Figure 18 shows what this correlation looks like. Though it is a bit of a chicken-and-egg dilemma to determine whether higher funding for video content performance produces better ROI and conversion performance, or if the ROI and conversion performance make the business case for higher funding, it is most likely the latter case. Whichever one is true, however, the link between budgets, ROI and conversion performance is firmly established in the study data. Higher video content marketing budgets are related to better ROI and conversion. Video Budgets and ROI, Conversion Performance figure 18 % ROI is getting better % Conversions performance is better Budget flat or decreasing Budget increasing 75%57% 63%27% 30VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017
  • 32. Dissatisfied Very dissatisfied Neutral Satisfied Very satisfied 8% 2% 31% 55% 4% This study has not looked at overall satisfaction with the results of video marketing efforts until this year. Figure 19 shows how this year’s study participants rated their satisfaction. 32SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017 Just 10 percent of study participants are dissatisfied with the results of their video marketing efforts. Satisfaction with Video Marketing Results figure 19 10% 59% of companies in study are dissatisfied with video marketing results of companies in study are satisfied or very satisfied with video marketing results
  • 33. 33SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017 The use of certain kinds of metrics from Figure 8 to measure the effec- tiveness of video content, also correlates to satisfaction. Figure 21 shows this relationship. The use of advanced metrics drives satisfaction significantly higher. Satisfaction & Metrics Usage figure 21 No metrics in use 29% Basic metrics 57% Intermediate metrics 67% Advanced metrics 86% % Satisfied or Very Satisfied It is important to keep in mind that satisfaction is an outcome, and with this data now part of the study, it became possible to identify some of the drivers of satisfaction. One of the correlations to satisfaction is the annual volume of videos produced by study participants. Figure 20 shows how satisfaction increases with the volume of videos produced. Satisfaction increases as video production volumes increase. Satisfaction & Annual Video Production Volume figure 20 Less than 5 33% 5 to 10 51% 11 to 50 68% More than 50 72% % Satisfied or Very Satisfied
  • 34. The adoption of some of the features and functions shown in Figure 15 also correlate to higher satisfaction with video marketing results. Figure 22 shows the difference in satisfaction for these features/functions when they are versus when they are not in use. The use of any one of these video features/functions has the ability to drive satisfaction with video marketing results higher. The satisfaction gap between those who use them and those who do not is substantial, averaging 29 percentage points. 34SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017 These video features/functions are major drivers of higher satisfaction with video. Satisfaction & Video Feature/Function Usage figure 22 Interactive video content w/ embedded forms or annotations 50% 51%45%39% 39% 35% 71% 71% 71% 71%73%75% Group or role-based administration of content Centralized video content management Video performance analytics Video content personalization Access control for private/secure content Satisfaction when using Satisfaction when not using
  • 36. As a content form, video remains as important as ever, and this importance is reflected in increased usage, both in terms of volume produced and places where video is used. This year’s study rein- forces many of the best practices identified in past years, while introducing some new ones. Marketers that want to leverage video in the most effective way and produce the highest possible return should implement the following recommendations: Most marketers long ago recognized the potential and value of video content. By implementing these recommendations, marketers can take their video marketing efforts to the next level of effectiveness. 36ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2017 Track advanced metrics. There’s no getting away from the fact that advanced metrics are the only ones that can accurately tell marketers the revenue impact any of their content is having, and video is no exception. Views by embed location, viewer drop-off rates, and attribution to sales pipeline are all examples of advanced metrics that marketers should track for video content. How can marketers do this? See the next recommendation… Integrate video viewing data. This integration facili- tates the tracking of advanced metrics, and marketers reported gains in the integration of viewing data with Marketing Automation and/or CRM systems in this year’s study. This is important because when this data is stored in sales and marketing systems, the viewing data becomes easy to access and use in order to gain insights about leads in the pipeline. Pump up the volume. Heavier users of video are getting better ROI from their use and are more satis- fied with the results they are getting. Greater video volume seems to be better where marketing with this content form is concerned. Marketers that have so far just dipped their toes in the video marketing pool should consider plunging in. Use advanced features and functions. All of the video marketing features and functions identified in Figure 15 have benefits, and many of them also drive higher satisfaction. Marketers need to make the inclu- sion of these features and functions a standard part of their production process. Many of these feature and functions are only available through the use of a video platform for business. Analyst Bottom Line
  • 37. Acknowledgements 37ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017 Vidyard is the video platform for business that helps organiza- tions drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps busi- nesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Citibank, MongoDB and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing profes- sionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com
  • 38. Appendix: Survey Background 38ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017 This 2017 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through October 28, 2017. During this period, 159 complete responses were collected and used in the analysis of the data for this report. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: Type of organization: Mostly or entirely B2B 57 percent Mostly or entirely B2C 15 percent Blend of B2B/B2C 28 percent Primary role of respondent: President, CEO or owner 7 percent Marketing 75 percent Sales 5 percent IT 6 percent Other 7 percent Annual sales: Less than $10 million 32 percent $10 to $24 million 16 percent $25 to $99 million 16 percent $100 to $499 million 14 percent $500 to $999 million 5 percent $1 billion or more 16 percent Revenue growth environment in most recent fiscal year: Significant increase 21 percent Modest increase 51 percent Flat 17 percent Modest decline 10 percent Significant decline 1 percent
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