73% Marketers Say Video Positively Impacts ROI
Over the past few years, online video has become an increasingly vital part of the content marketing mix for a huge number of brands. A new study, based on survey results from 350 B2B marketing, agency and management professionals confirms that 73% of respondents believe that video positively impacts marketing results and ROI.
The Web Video Marketing Council, in conjunction with Reelseo, and Flimp Media, has released the ‘2015 B2B Video Content Marketing Survey Results’ which reflects how many B2B brands and companies are using video as a medium for lead generation, and communication. The survey also takes a look at satisfaction levels with the ROI of video marketing, and the barriers to entry that are still considered to be a factor for many B2B video marketing teams.
Respondents to the survey were either actively using video as part of their content marketing strategy, or had an opinion about using video to generate leads, and visibility.
One very interesting statistic from the study was the fact that 63% of brands and companies had been using video as part of their content marketing campaigns for the past 5 years, with 32% of respondents stating that they began using video only in the past 2 years.
What stands out to us, but is by no means a surprise, is that 96% of B2B companies are using video content in some way. The fact that 32% began using video in the last two years goes to show how powerful video is becoming, especially recently.
Furthermore, the top reasons companies are using video come as no shock either… brand awareness and engagement.
via 73% Marketers Say Video Positively Impacts ROI
- Published in Automotive Marketing, Video Marketing
71% Marketers: Video Converts Best
A new study based on feedback from marketers, confirms that video has been found to convert better than other forms of digital content, with 71% saying online video performs better for them than text and images.
86% of those surveyed in the report from Vidyard and Ascend2, “Video Content Marketing: Identifying Metrics and Measuring Impact” also confirmed that they were seeing very positive engagement rates from using video, while 69% of respondents indicated that video had been a good vehicle for lead generation.
95% of respondents to the survey confirmed that video was an important and valuable form of marketing content. The overwelming majority indicated that video was far more important now than it had ever been, with another 32% acknowledging it was somewhat more important. None of those polled (from a pool that were using video as part of their marketing campaigns) said that video wasn’t important to them.
How well does video perform compared to other types of content at generating conversions (sales, downloads etc) for organizations? 71% confirmed that video was better at driving conversions than other type of content, with a further 27% indicating that it held its own. Only 2% of those polled said that video wasn’t performing as well as it should for them.
Brands and companies that are using a combination of self-hosting, and exposure on other websites, like YouTube, are seeing the greatest Return on Investment (ROI) for their video marketing efforts. Only 11% were choosing to host videos exclusively on their own properties, while 43% were exclusively posting content to external platforms like YouTube and Vimeo.
In terms of ROI, publication to a brand-owned property, plus an external portal such as YouTube, provided the best investment return, particularly if there were 51+ videos being created per year.
- Published in Automotive Marketing, Video Marketing
Experts: No stopping flood of Web Video
More accessible technology and maturing business models are opening the floodgates for Web video from both professionals and nonprofessionals, experts said at a conference Wednesday.
Jeremy Allaire, the CEO of Web video provider Brightcove, was the keynote speaker at the Massachusetts Institute of Technology’s Enterprise Forum’s Brave New Web conference. He said the Internet is rapidly moving from a “text Web” to a “video Web,” spurred by the dropping costs of producing and hosting video.
Allaire said high-quality professional video content is going online as media companies develop strategies to use the Web as distribution medium.
“We’re right on the verge of an inflection point where the quality (of Web video) will reach TV quality and the user interface will become a TV-like immersive experience,” Allaire said. “We’re likely to see a flood of quality video on the Web that the rights holders have allowed to go online. Within two years, it will be a bigger category.”
Unlike traditional entertainment media, however, end-user participation should be a big part of any online media strategy, Allaire said.
Brightcove is developing several “social media” additions to work with its video hosting and distribution system. The new features will allow viewers to a submit content and integrate with chat software to allow people to discuss videos online, Allaire said.
But despite the explosion of so-called user generated content made famous on video-sharing sites like YouTube, many of the business models for online media are immature, according to a panel on the media industry at the conference.
Alex Laats, CEO of audio and video search company Podzinger said that online content needs to be searchable and categorized into channels. Once that happens, online media will be more appealing to both consumers and advertisers.
“User-generated content is only important if it’s an aggregated community because in the aggregate, I can build business models around it,” Laats said. “If you can sort content into channels of media, you’d have more growth of online media.”
In addition, the advertising industry, which spends billions of dollars per year on television advertising, is very conservative and resistant to try things that are not measured and quantifiable, said Laurie Baird, director of technology partnerships for Turner Broadcasting System.
Niche audiences are developing around the Web where people can share videos and podcasts. That has led to a fragmentation of the media industry, more accustomed to dealing with the mass market.
“Everyone is an expert on something–I really truly believe that. This is given us a whole new level distribution,” said Jose Castillo, president of ThinkJose, a consultant on online media and communities.
Right now, traditional media companies are experimenting with media that combines both professional and nonprofessional material.
For example, Baird said that two weeks ago Turner Broadcasting launched a site called Super Deluxe, which is dedicated to comedy. The idea is to appeal to a niche audience of comedians and comedy fans, allowing people to submit videos and to rate videos.
“It’s a cross between Comedy Central and YouTube,” she said. “For Turner it’s a product that ultimately will be launched on video-on-demand, mobile devices, and a bunch of platforms.”
- Published in Video Advertising, Video Marketing, Video Production