State of Video Marketing Benchmark Report - 2016

3
4
Introduction
Executive Summary
6
13
33
37
The Importance of Video
The Performance of Video
Personalization and Account-Based Marketing (ABM)
Analyst Bottom Line
Table of Contents
Hosting & Producing Video Content19
© 2016 Demand Metric Research Corporation. All Rights Reserved.
License our research to fuel your content marketing programs.
Contact us at info@demandmetric.com or +1 (866) 947-7744
2
26 Video Viewing Data Integration
Video Content Budget30
State of Video Marketing – November 2016
41 Appendix: Survey Background
Acknowledgements40

INTRODUCTION
Since the inaugural version of this study was completed in 2014, Demand Metric and
Vidyard have researched video content marketing on an annual basis. The study’s
primary goal remains consistent: to understand how video performs as a content
type. In addition, this study explores other aspects of video content marketing, such
as where video is hosted, how it is measured and how video viewing integrates with
the sales funnel. The 2016 study investigates some themes that are relevant to
video: video content personalization and the use of video with an Account-Based
Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other
content types. There are many, current studies that show that video continues to
enjoy a position of favor among the many content types in use. Instead, this study’s
focus is on the use of video, the usage maturity indicators such as measuring video
content performance, and how video viewing data integrates with Marketing
Automation and CRM. This report will show what progress, if any, has been made in
the third year of this study.
The emphasis on video content marketing has understandably been on production
quality: the higher the quality, the more marketing value a video is presumed to have.
Quality is certainly an important aspect of video content, and fortunately, the tools for
producing video are enabling higher quality video at lower costs and requiring less
skill. However, just producing quality video is not the only success factor for video
content marketing. Success is very much a function of how well video content and
viewing data integrate with the marketing technology stack, and of course, how the
sales team exploits that data. This study will share research insights to help
marketers get the highest possible return on their video content investment.
3State of Video Marketing – November 2016

EXECUTIVE SUMMARY
A majority 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. Study data was collected only from participants that acknowledged using video
as a form of marketing content.
The analysis of this study’s data provides these key findings:
!  Over 90 percent of the study’s participants share that video marketing
content is becoming more important, a consistent three-year trend.
!  More than half of the study’s participants produce 11 or more videos
annually, with large companies representing the most prolific creators of
video content.
!  Video content is most commonly used on websites and with social media,
and “Explainer” videos are the most common type in use.
!  The average number of study participants saying that conversion
performance for marketing video has stayed the same or gotten much better
is 96 percent – consistent across all three years of this study.
!  The ROI of video marketing has remained constant through three years of
this study, with almost half of the participants saying it is getting better,
while over one-fourth claim to not know the ROI.
!  The use of advanced video measurements is at 14 percent, unchanged in all
years of the study. Study participants that use advanced measurements also
report that the ROI of their video is changing for the better at double the
rate of those who report their ROI is unknown.
4State of Video Marketing – November 2016

!  Almost half of the survey participants agree that having video viewing data
about leads in the sales funnel is of great value, but less than one-third have
integrated this data with sales and marketing systems.
!  More than two-thirds of this study’s participants are increasing their budget
for video content creation.
!  When metrics are in use to show how video content performs, it’s twice as
likely for video budgets to increase from year-to-year.
!  Of the organizations in the study that are personalizing content, more than
half are personalizing their video content.
!  Video as a content type to support Account-Based Marketing is emerging,
with less than 10 percent of participants currently using it.
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.
5
EXECUTIVE SUMMARY
State of Video Marketing – November 2016

ACKNOWLEDGEMENTS
Demand Metric is grateful to Vidyard for sponsoring this benchmarking study and for
those participants that took the time to provide their input to it.
About Vidyard
If video is part of your marketing strategy, you need a way to measure its impact on
revenue. As the world’s leading video platform for business, Vidyard can show you
exactly how viewers interact with your videos. This means you can continuously
improve your marketing strategy based on measurable results. Along with hosting
your video content, Vidyard reveals who’s watching your videos, and for how long with
detailed viewer analytics and engagement data you can push directly into your MAP
and CRM.
For more information, visit www.vidyard.com.
About Demand Metric
Demand Metric is a marketing research and advisory firm serving a membership
community of over 90,000 marketing professionals and consultants in 75 countries.
Offering consulting methodologies, 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, 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.
402016 State of Online Community for Customer Support – October 2016

APPENDIX: SURVEY BACKGROUND
This 2016 Video Content Marketing Metrics Benchmark Study survey was
administered online during the period of October 5 through October 28, 2016. During
this period, 319 responses were collected, 289 of which were complete enough for
inclusion in the analysis. 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 54 percent
"  Mostly or entirely B2C 11 percent
"  Blend of B2B/B2C 27 percent
"  Agency or studio 8 percent
!  Primary role of respondent
"  President, CEO or owner 13 percent
"  Marketing 71 percent
"  Sales 4 percent
"  Other 12 percent
!  Annual sales:
"  $10 million or less 45 percent
"  $11 to $25 million 17 percent
"  $501 to $1 billion 8 percent
"  Over $1 billion 6 percent

APPENDIX: SURVEY BACKGROUND
!  Revenue growth environment in most recent fiscal year:
"  Significant increase 19 percent
"  Modest increase 56 percent
"  Flat 19 percent
"  Modest decline 5 percent
"  Significant decline 1 percent

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