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Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of communications for marketing purposes and is an increasingly important piece of the online marketing mix. Few marketers have doubted the efficacy of video; the problem in deploying it has been on the production side, both cost and technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever. But what will be the most challenging obstacles to video marketing success in the year ahead and how will marketers overcome them? To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compares the strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. To obtain this document, visit us at http://www.demandmetric.com/register
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Video Marketing Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report Video Marketing: Sponsored By:
TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Video Marketing Objectives Current Video Marketing Success Obstacles to Video Marketing Success Video Marketing Budget 12 14 15 Video Optimization Tactic Effectiveness About Brightcove About Demand Metric & Ascend2 10 11 Channel Effectiveness for Videos Usage of Video Optimization Tactics 16Usage of Channels for Video Distribution Appendix – Survey Background9 13 Usage of Video Campaign Resources TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Video Marketing Objectives Current Video Marketing Success Obstacles to Video Marketing Success Video Marketing Budget 12 14 15 Video Optimization Tactic Effectiveness About Brightcove About Demand Metric & Ascend2 10 11 Channel Effectiveness for Videos Usage of Video Optimization Tactics 16Usage of Channels for Video Distribution Appendix – Survey Background9 13 Usage of Video Campaign Resources
EXECUTIVE SUMMARY Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of communications for marketing purposes and is an increasingly important piece of the online marketing mix. Few marketers have doubted the efficacy of video; the problem in deploying it has been on the production side, both cost and technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever. But what will be the most challenging obstacles to video marketing success in the year ahead and how will marketers overcome them? To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compares the strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric EXECUTIVE SUMMARY Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of communications for marketing purposes and is an increasingly important piece of the online marketing mix. Few marketers have doubted the efficacy of video; the problem in deploying it has been on the production side, both cost and technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever. But what will be the most challenging obstacles to video marketing success in the year ahead and how will marketers overcome them? To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compares the strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric
11% 42% 47% Revenue Goal Achievement Exceeding revenue goals Achieving revenue goals Not achieving revenue goals ACHIEVING REVENUE GOALS This report compares the video marketing strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. The survey response data charted in this report represent these segments. Figure 1: Revenue Goal Achievement Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398 11% 42% 47% Revenue Goal Achievement Exceeding revenue goals Achieving revenue goals Not achieving revenue goals ACHIEVING REVENUE GOALS This report compares the video marketing strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. The survey response data charted in this report represent these segments. Figure 1: Revenue Goal Achievement Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398
17% 29% 26% 33% 39% 40% 40% 51% 18% 25% 26% 32% 39% 39% 40% 44% 0% 20% 40% 60% Increase direct sales Increase conversion rate Improve lead nurturing Increase website traffic Improve customer education Increase lead generation Increase online engagement Increase brand awareness Most Important Video Marketing Objectives Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals VIDEO MARKETING OBJECTIVES Figure 2: Most Important Video Marketing Objectives for the Upcoming Year Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398 Increasing brand awareness is the most common objective for video marketing, and it is one that matches the capabilities of the medium well: video is engaging and compared to other mediums or channels, is usually more memorable. Following close behind “increase brand awareness” are objectives to increase online engagement and lead generation, then improve customer education. There is little difference in their rankings and virtually no difference based on revenue attainment. In fact, the objectives don’t significantly change for either revenue goal attainment status. For these top objectives, awareness and engagement are difficult to attribute to revenue but it’s much easier for lead generation. Ironically, increasing direct sales ranks lowest, but it’s an indirect result of every other objective listed in this chart. 17% 29% 26% 33% 39% 40% 40% 51% 18% 25% 26% 32% 39% 39% 40% 44% 0% 20% 40% 60% Increase direct sales Increase conversion rate Improve lead nurturing Increase website traffic Improve customer education Increase lead generation Increase online engagement Increase brand awareness Most Important Video Marketing Objectives Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals VIDEO MARKETING OBJECTIVES Figure 2: Most Important Video Marketing Objectives for the Upcoming Year Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398 Increasing brand awareness is the most common objective for video marketing, and it is one that matches the capabilities of the medium well: video is engaging and compared to other mediums or channels, is usually more memorable. Following close behind “increase brand awareness” are objectives to increase online engagement and lead generation, then improve customer education. There is little difference in their rankings and virtually no difference based on revenue attainment. In fact, the objectives don’t significantly change for either revenue goal attainment status. For these top objectives, awareness and engagement are difficult to attribute to revenue but it’s much easier for lead generation. Ironically, increasing direct sales ranks lowest, but it’s an indirect result of every other objective listed in this chart.
ABOUT BRIGHTCOVE Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products that revolutionize the way organizations deliver video experiences. The company's products include Video Cloud, the market-leading online video platform, Zencoder, a leading cloud-based media processing service and HTML5 video player technology provider and Once, a cloud-based ad insertion and video stitching service. Brightcove has more than 6,100 customers in over 70 countries that rely on Brightcove cloud content services to build and operate video experiences across PCs, smartphones, tablets and connected TVs. For more information, visit www.brightcove.com. ABOUT BRIGHTCOVE Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products that revolutionize the way organizations deliver video experiences. The company's products include Video Cloud, the market-leading online video platform, Zencoder, a leading cloud-based media processing service and HTML5 video player technology provider and Once, a cloud-based ad insertion and video stitching service. Brightcove has more than 6,100 customers in over 70 countries that rely on Brightcove cloud content services to build and operate video experiences across PCs, smartphones, tablets and connected TVs. For more information, visit www.brightcove.com.
ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today!
