Like many major marketers, Reebok wondered where its digital video ad dollars might be better spent—Facebook or YouTube video —and it partnered with Pixability to find out. The company tested its campaign by Venables Bell & Partners, featuring NFL player J.J. Watt endorsing the ZPump Fusion sneaker.
The results showed combining YouTube and Facebook buys is the most effective method for marketers.
YouTube had a higher video view rate (23.6% of people who scrolled past the video viewed it versus Facebook’s 5.4%) and video completion rate (20.4 percent versus Facebook’s 4.5 percent) as well as a lower cost per view. But Facebook had higher engagement.
“You want to meet the needs of the consumer. It depends on the time, where they’re going to be able to watch it, when they watch it,” said Jessica Ruscito, Reebok’s director of U.S. media and digital branding. “You want to make sure any time that a consumer wants to engage with your brand, you’ve got the content to deliver upon that need.” Pixability and Reebok noted it’s hard to make a direct comparison between the two platforms since Facebook’s “interactive elements” (Likes and Shares) are “simpler, easier to understand and take up more screen real estate.”
While marketers increasingly appreciate the importance of video in their content mix and agree it produces the best conversions, a new report finds most marketers are still not effectively measuring the effectiveness of their online video efforts.
According a new report by Demand Metric, video remains extremely prevalent as a content type. Of the B2B and B2C marketing professionals surveyed, 91 per cent said video marketing content had become more important to them this year, while just eight per cent said there had been no change in importance.
“Often, the popularity of a content type can render it less effective, but this 2015 study shows that video has staying power and its importance continues to grow: it has not lost its ability to differentiate, “ said the report. “Virtually the entire marketing community acknowledges that video is still growing in importance as a type of marketing and sales content.”
Reflecting that growing importance, marketers are producing lots of videos. More than half of respondents produced between five and 50 videos annually for marketing purposes with 31 per cent producing between 11 and 50. The numbers produced were relatively unchanged from 2014, suggesting marketers have found their video sweet spot. More than half of large companies (defined by revenue) produced between 11 and 50 videos annually, while 45 per cent of medium-sized companies produced between five and 10. Smaller companies, at 35 per cent, were most likely to produce less than five.
Most marketers use their video content on their web site or on social media, with landing pages and recorded webinars well back. Explainer videos and product features were the most often produced types of videos, but customer testimonials were also popular.
Compared to other content types, 51% of respondents said video offered better conversion rates, while 23 per said it was much better and 20 per cent about the same.
“Video has proven an exceptional content type to support all stages of the buyer’s journey,” noted the report. “When a conversion occurs, it marks a pivotal point in the buyer’s journey, either from prospect to qualified prospect, or from qualified prospect to customer.”
The return on investment from online video content is growing, according to 50 per cent of respondents.
“It’s quite possible to determine the ROI for video content,” said the report. “If organizations don’t know what the ROI is, it is because they choose not to measure it, not because the data is unavailable.
Knowing ROI – and other performance metrics of video – is a function of tracking the proper metrics.”
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ComScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 181.9 million Americans watched 38.8 billion online content videos in April, while the number of video ad views reached an all-time high at 13.2 billion.
Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in April with 154.6 million unique viewers, followed by Facebook with 627 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo! Sites with 45.1 million. Nearly 39 billion video content views occurred during the month, with Google Sites generating the highest number at 13.0 billion and Facebook reaching an all-time high once again with 740.8 million. Google Sites had the highest average engagement among the top ten properties.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed a record 13.3 billion video ads in April, with Google Sites ranking first with 2.4 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by LiveRail.com with 1.7 billion, Adap.tv with 1.5 billion and Hulu with 1.4 billion. Time spent watching video ads totaled 5.1 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.1 billion minutes. Video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 63.
Other notable findings from April 2013 include:
- 84.7 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.