KITCHENER, Ontario–(BUSINESS WIRE)–Video remains the hottest and most effective form of marketing content,
but many marketers are missing out on returns because they aren’t
adequately measuring video performance, according to a new survey from
Demand Metric.

For the third consecutive year, Demand Metric partnered with Vidyard,
the video platform for business, to produce “The
State of Video Marketing Benchmark Study Report” with the goal of
understanding how video performs as a content type. It also investigates
new trends around video personalization and use of video with
account-based marketing strategy, as well as examining video’s spread
beyond marketing departments.

The return on investment of video marketing has remained consistent over
the last three years that Demand Metric has asked about it. Nearly half
of participants report ROI is improving but a quarter say they don’t
know what the returns are. Determining the ROI of video is a direct
result of tracking metrics on video performance. Respondents who use
advanced analytics are twice as likely to say their ROI is better and
more likely to increase their video budgets year over year. Just 14% use
advanced analytics, and that percentage has been constant for each year
of the study.

“The use of advanced metrics has become imperative for organizations
that produce higher volumes of videos annually, as these metrics enable
optimizing performance and understanding the true ROI of their
investment,” the report said.

Viewing data is important for ROI because it also gives marketers
insights about their audience and where they are in the buying journey.
Integrating viewing data with marketing automation and CRM systems leads
to deeper understanding of a viewer’s interest in making a purchase, but
those integrations continue to lag. Just 13% of respondents reported
they have integrated their data and are taking advantage of it.

Other key findings:

• More than 90% of the study’s participants said video marketing content
  is becoming more important, a consistent three-year trend.
• More than half of participants produce 11 or more videos per year.
  Large companies produce the most videos.
• The average number of participants saying that conversion performance
  for video has stayed the same or gotten better is 96%, which is
  consistent with previous years.
• The use of advanced analytics remains at 14 percent, unchanged from
  previous years.
• Using video to support account-based marketing is just emerging with
  fewer than 10% using it.
• Nearly half of respondents said they use internal staff and resources
  to produce videos, up from 38% a year ago.
• 50% said they plan to use a third-party video hosting or video
  marketing platform vs. YouTube or Vimeo, up from 38% last year.

“While many brands continue to chase the viral video hype, this report
makes it clear that videos don’t need to go viral to be successful,”
said Michael Litt, CEO and co-founder of Vidyard, which sponsored the
survey. “In fact, it’s becoming clear that personalized, targeted videos
used throughout the sales funnel are more engaging and more effective at
turning viewers into customers.”

Video, Personalization and ABM

This year’s survey explored the relationship between video,
personalization and ABM for the first time. Amplifying the effectiveness
of video through personalization and ABM is a natural progression,
Demand Metric found. More than half of the study’s participants
indicated they use personalized video content, which is believed to have
an impact on content effectiveness and ROI. In fact, 58% of those using
personalized video reported improvement in ROI compared to 43% of those
who don’t use personalized video.

Demand Metric found that video has a growing role in ABM, a strategy for
targeting prospective customers at the account level rather than the
individual lead level. Just 8% of respondents this year reported using
video with their ABM strategy, but another 6% say they plan to add video
to ABM. Similar to the tie between analytics and ROI, the survey also
found that inclusion of video with ABM is facilitated by integration of
video viewing data with marketing automation and CRM systems.

Video Going Beyond Marketing

The power of video as an influential medium has helped it move beyond
the marketing department to nearly every other function in an
organization. However, marketing remains the primary user at 86%,
followed by internal communications (19%), sales teams (15%), executive
teams (11%), support teams (11%), human resources (8%) and others (11%).

This year’s survey was administered online during the period of October
5 through October 28, 2016 and includes responses from 289 people,
primarily in marketing and sales departments at B2B companies, but B2C
companies were also included.

To view the full survey report, click here: https://www.vidyard.com/resources/state-of-video-marketing-2016/

About Vidyard

Vidyard
(Twitter: @Vidyard) is the video intelligence platform that helps
businesses drive more revenue through the use of online video. Going
beyond video hosting and management, Vidyard helps businesses 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, Cision, TD
Ameritrade, Citibank, MongoDB and Sharp rely on Vidyard to power their
video content strategies and turn viewer into customers.

About Demand Metric

Demand Metric is a marketing research and advisory firm serving a
membership community of over 40,000 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.