Video Content Metrics Benchmark Report

VIDEO CONTENT
METRICS
IDENTIFYING METRICS & MEASURING IMPACT
TABLE OF CONTENTS
3 Introduction 24 Video Content Budget
4 Executive Summary 26 Analyst Bottom Line
6 The Importance of Video 28 Acknowledgements
12 The Performance of Video 29 About Vidyard
17 Hosting & Producing Video Content 30 About Demand Metric
19 Video Viewing Data Integration 31 Appendix – Survey Background

INTRODUCTION
In 2014, Demand Metric and Vidyard together completed an inaugural video marketing benchmark study to understand how
video performs, where it is hosted, how it is measured and how viewing data works its way into the sales funnel. The 2015 study
investigates these same themes, and adds some new ones as well: probing where video is used and what types of video
content organizations are producing.
No survey is required to know that video remains a highly favored type of content. Instead, this study investigates aspects of
video marketing to determine if marketers are gaining maturity in measuring how video content performs in key areas,
such as conversion, and how well integrated video viewing data is with the systems that marketers and sales teams
rely on: Marketing Automation and CRM. As mainstream as video has become in the content lineup that most companies
offer, the tracking, use and integration of video consumption data does not parallel the adoption of video as a content type.
What this study determined is that success with video content marketing is not merely a product of producing quality video that
engages. Success is also driven by how well video content – and metrics – is integrated with the marketing technology
stack. It is no longer safe for marketers to assume that just because they are deploying video content, that it is effective. They
must track that effectiveness and not simply rely on the novelty of video to create success.
3
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:
 The importance of video as a content type remains high, with over 90% of respondents reporting that video is becoming
more important.
 Over three-fourths of respondents are using video on their websites and in their social media channels.
 The most common types of videos respondents are producing are “explainer” and product feature videos.
 Video content produces conversions better than other forms of content for 74% of respondents.
 Half of the respondents report that the ROI of video is getting better. The percent reporting improving ROI jumps to 70%
for sales teams that use video viewing data to qualify leads, engage prospects or influence specific deals.
 72% of respondents are using no or only basic measures of video content effectiveness, giving them no way to
accurately determine ROI.
4
EXECUTIVE SUMMARY
 Just 15% of respondents have integrated video viewing data with key sales and marketing systems, and are
exploiting the data from that integration. While this figure is low, it has almost doubled from 2014 when it was just 9%.
 Respondents who have integrated video viewing data – and are using it – are almost twice as likely to report that the
ROI of video is getting better compared to those who have not integrated this data.
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
THE IMPORTANCE OF VIDEO
Figure 1: For almost everyone surveyed, video as a content type continues to grow in importance.
The Importance of Video as Marketing Content

2014 2015 As a content type, video is far more prevalent than it
100%
was even in the recent past.
95% Often, the popularity of a content type can render it less

91%
80% effective, but this 2015 study shows that video has staying
power and its importance continues to grow: it has not lost
60% its ability to differentiate.
Even as a mainstream form of content, video’s importance

40% continues to grow as Figure 1 summarizes.
20% If there is any doubt about the popularity and importance of

5% 8% video content, the data in Figure 1 quickly removes that
0% 1% doubt. The current perception matches the reality: virtually
0%
Less important Not changing More important the entire marketing community acknowledges that
video is still growing in importance as a type of
marketing and sales content.
2015 Video Content Metrics Benchmark Study, Demand Metric, October 2015, n=174
6
Figure 2: The annual pace at which study respondents are producing video has changed little year-
to-year, with the 11-50 category still in the lead.
Marketing Videos Produced Annually

2015 2014
5% The study also tracked the quantity of videos that are being
More than 100
8% produced annually.
11%
51 to 100 Figure 2 shows a year-to-year comparison of this video
9%
volume production data.
31%
11 to 50
32% Over half of organizations that participated in this
26% study produce between 5 to 50 videos annually for
5 to 10
26% marketing purposes.
27% Interestingly enough, the number of organizations

Less than 5
25% producing more than 50 videos annually remained virtually
0% 10% 20% 30% 40% the same, 16% in 2015 compared to 17% in 2014.
7
Figure 3: 71% of study participants say that video converts somewhat better or much better
than other content types.
As was the case in 2014, there are differences in video
Videos Produced Annually by Company Revenue production volume based on company size.
Large Medium Small
Company size is determined by annual revenue, where
5%
More than 100 3%
small companies are those reporting $25 million or less,
6% medium companies between $26 and $500 million, and
15% large companies over $500 million.
51 to 100 8%
10%
Figure 3 displays a breakdown of the data from Figure 2 by
30%
11 to 50 57% company size, using annual revenue to categorize
22% responding companies by size.
45%
5 to 10 21% Small companies are seven times more likely than
27%
large companies, and three times more likely than mid-
5%
Less than 5 11% sized companies, to indicate that they produce less
35% than 5 videos annually. Surprisingly, small companies are
0% 20% 40% 60% also the most likely to be producing more than 100 videos
annually as shown in Figure 3.
75%, or more, of mid-sized and large companies are
maintaining video production at 5-50 videos
annually for marketing purposes.
8
Figure 4: Websites and social media pages are the preferred places to use video.
Where Video Content is Used
Website 81%
Social media 76% The 2015 study explored some new dimensions about the
use of video, the first of which was where video is
Landing pages 53% deployed, which Figure 4 summarizes.
Recorded webinars 43%
While video content is most often used on websites
Emails 40% and in social media, the write-in comments for the
“Other” response option provided by survey
Sales conversation 22%
participants reveal how pervasive video has become.
Dedicated video network 15% According to these write-in comments, video is being used
in press releases, in Google virtual tours and for distribution
Other 5% on USB drives.
0% 20% 40% 60% 80% 100%
9
Figure 5: Explainer and product feature videos are in use by a majority of survey respondents.
Type of Videos
Explainer videos 59%

Product feature videos 59%
Customer testimonials 43% As varied as where video is used is the type of videos that
marketers are creating and deploying.
Thought leader interviews 38%
Talking head style videos 38% Figure 5 shows this variety and distribution.
Live-action videos 34% More than half of organizations participating in the

study are utilizing explainer and product feature videos
Cultural content 20% as part of their video content efforts.
Other video types 7%
0% 20% 40% 60%
10
Where videos are used (Figure 4) and which types of videos are in use (Figure 5) are correlated. Figure 6 shows the top
three types of videos used for each distribution option.
Figure 6: The top three types of videos in use by place of use.
Dedicated Video Recorded Sales

Landing Pages Emails Website Social Media
Network Webinars Conversation
1 Explainer Product Feature Product Feature Product Feature Product Feature Explainer Product Feature
2 Product Feature Explainer Explainer Explainer Explainer Product Feature Explainer
3 Customer Testimonial Customer Testimonial Customer Testimonial Customer Testimonial Talking Head Style Thought Leader Content Customer Testimonial
Cultural content videos rank next-to-last in Figure 5 for usage, but the analysis of this study’s data revealed an interesting
relationship. The percentage of respondents producing more than 100 videos annually (Figure 2) is low, at 5% in 2015.
However, this group has the highest incidence of producing cultural content videos. In fact, this type of video ties with
product feature videos as the most heavily produced. Whatever the reason, the group that is prolific in terms of video production
puts a strong emphasis on projecting who they are and what they believe in by way of cultural content videos.
11
THE PERFORMANCE OF VIDEO
Figure 7: 74% of study participants report that video converts better than other content types, a
slight increase over 2014.
Conversion Performance of Video

2015 2014
23% Video has proven an exceptional content type to support all

Much better
19% stages of the buyer’s journey. When a conversion occurs,
51% it marks a pivotal point in the buyer’s journey, either
Somewhat better from prospect to qualified prospect, or from qualified
52%
prospect to customer.
20%
About the same
27% For this reason, this study examined how well video
6% produces conversions compared to other types of content,
Somewhat worse
2% and Figure 7 shows this conversion performance.
0% When producing conversions is a goal of content
Much worse
0% marketing efforts, video is a proven performer; and its
0% 20% 40% 60% performance is improving.
12
Figure 8: Half of the study’s participants report that the ROI of video is getting better.
How is the ROI of Video Changing?

2015 2014 A conversion is a precursor to revenue, and video’s strong
conversion performance implies that it should have a
50% correspondingly strong return-on-investment (ROI).
Getting better
48%
As Figure 8 shows, the ROI of video, like its conversion
23% performance, is also improving.
Staying the same
25%
The ROI of video is related to how well it produces
1% conversions (Figure 7), but also to the extent to which the
Declining
sales team uses video viewing data.
1%
26% Figure 8 shows that 50% of study participants report
Unknown
that the ROI of video is getting better, a slight
26%
improvement over 2014. This ROI effect increases to 70%
0% 20% 40% 60% for organizations when their sales teams, to some or a
great extent, use video viewing data to qualify leads,
engage prospects or influence specific deals.
13
If there is a concern about the data in Figure 8, it is that over one-fourth of organizations do not know the ROI they’re
getting from their video content. It’s quite possible to determine the ROI for video content. 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. This study measured the usage of the three, broad
categories of effectiveness metrics:
1. Basic: these are measures of consumption, such as views or shares, and they are relatively easy to capture. However,
these metrics don’t allow determination of ROI, nor do they provide indicators of engagement. For these reasons, their
usefulness is limited.
2. Intermediate: these are basic measures of engagement, such as average viewing duration. With intermediate metrics,
insights into video viewing behavior begin to emerge.
3. Advanced: these metrics include views by embed location, viewer drop-off rates, viewing heat maps or attribution to sales
pipeline. With these metrics, precise determinations are possible regarding revenue impact and ROI.
These categories of metrics are related to levels of maturity in video marketing. As the more advanced metrics see use, the
video marketing maturity also increases.
14
Figure 9: There is no increase year-to-year in the use of advanced metrics.
Figure 9 summarizes the usage of the metrics that were

Video Content Effectiveness Measures in Use
identified and defined on the previous page of this report to
2015 2014
measure video marketing effectiveness.
14% Figure 9 presents an opportunity regarding metrics to view
Advanced
14% the glass as half full or half empty. Because metrics are so
crucial to any form of marketing success, this report will
14% view the results of Figure 9 pessimistically.
Intermediate
24%
Almost one-fourth of organizations surveyed have no
49% video effectiveness measures in place, and almost half
Basic
48% are using only basic ones. This means that about three-
quarters of the participants have no means of precisely
23% determining the ROI of their video marketing efforts.
None
14%
Worse, the percentage of companies not using any
0% 20% 40% 60% measures of video performance has increased from
2014. This is not an encouraging trend. Intermediate or
advanced metrics are necessary to understand how video
content is engaging the target audience.
15
As an organization produces an increasing number of videos, it discovers the need to use more advanced measures to
understand how those videos engage. Figure 10 depicts the correlation between the type of measure in use and the annual
volume of videos produced.
Figure 10: As annual video production volumes rise, so does the use of more advanced metrics.
Less than 5 Videos 5 to 10 Videos 11 to 50 Videos 51 to 100 Videos More than 100 Videos
Produced Annually Produced Annually Produced Annually Produced Annually Produced Annually
No Metrics 50% 7% 23% 12% 0%
Basic Metrics 40% 68% 47% 31% 37%
Intermediate Metrics 10% 15% 10% 19% 50%
Advanced Metrics 0% 10% 20% 38% 13%
Organizations that were part of this study and also use advanced metrics are producing more marketing videos: 81%
produce 11 or more annually. This compares to just 36% for those using no measurements. The conclusion about this
relationship between measurements and production volume is that advanced measurements become imperative at high
production volumes to tune performance and truly understand ROI on the larger investment made in producing them.
HOSTING & PRODUCING VIDEO CONTENT
Figure 11: Little has changed regarding video production resources.
This study finds that at present, brands will continue to

Video Production Resources
rely heavily on external channels for hosting and
2015 2014
distribution of video, rather than on internally owned
web properties. At the same time, brands recognize the
42% need to bring visitors to their own sites to watch video
Combination of internal &
external resources content rather than sending them away to 3rd party
44% channels. They want to offer a simple, yet elegant, viewing
experience in an environment that they control, and one
38% that is secure.
Internal staff & resources
36% Even recently, video was considered one of the most
difficult and expensive forms of content to produce,
External: agencies, studios, 20% requiring specialized skills and expensive technology to get
freelancers or contract quality results. Quite often, organizations did not have
employees
20% the resources in-house to produce quality video.
0% 20% 40% 60% Today, video is much easier to produce and the
resource picture is very different. Figure 11 shows the
year-to-year change from where most video production
2015 Video Content Metrics Benchmark Study, Demand Metric, October 2015, n=174 resources come.
17
HOSTING & PRODUCING VIDEO CONTENT
Conventional wisdom might suggest that large companies, because they have the most resources, are most likely to solely use
internal resources for video production. In fact, large companies have the greatest incidence of external resource usage for
this purpose.
Small companies are most likely to do video production with their own, internal resources quite probably because it is
easier than ever to keep costs low by creating introductory-quality video in-house. Mid-sized companies are the least likely to
solely rely on external resources.
The future direction for video production resources is away from internal resources toward external resources, or a
blend of internal and external.
18
VIDEO VIEWING DATA INTEGRATION
Figure 12: The number of organizations that have integrated viewing data with marketing
automation and/or CRM systems – and are exploiting it – has increased year-to-year.
Video content exists less on an island, with no integration
Integration Status of Video Viewing Data into key marketing and sales systems, and more as a fully
2015 2014 integrated part of a content marketing strategy.
Integrated & exploiting 15% The integration of video viewing data with marketing
the data automation and CRM systems is imperative. This
9%
integration enables marketers to track the more advanced
Integrated but not 15%
exploiting the data measurements (Figure 9) and provides sales teams with
16%
practical insights about sales funnel leads from video
Planning to integrate 25% consumption data.
within 12 months
26%
23% Virtually all who responded to this study – 92% –
Planning to integrate
sometime agreed that having video viewing data about individual
29%
leads in the sales funnel was of value. Figure 12
22% displays the current state of video viewing data integration
No plans to integrate
20% with marketing automation and/or CRM systems.
0% 10% 20% 30% 40%
The total number of organizations in this study that have
integrated video viewing data into their marketing
automation and CRM systems is relatively low, but it is
growing at a high rate.
19
Figure 13: Those who have integrated video viewing data with marketing automation and/or CRM
systems are almost twice as likely to report that the ROI of video is getting better.
There is a strong correlation between the integration of
Integration of Video Viewing Data & ROI this viewing data and ROI. To fully understand video ROI,
No integration Integration & data exploitation it is necessary to integrate this viewing data into key
100%
systems. This necessity appears in Figure 13, which shows
the dramatic difference in how ROI is changing (Figure 8)
for companies that have completed integration – and are
80%
83% using the data (Figure 12) – and those that have not.
60% The contrasts in Figure 13 are dramatic. 54% of those that

have not integrated video viewing data into marketing
automation and/or CRM systems report that the ROI of
40% 46% their video marketing is unknown, declining or staying
the same. For those that have completed the integration
31% and are exploiting it, over 80% report that their ROI is
20%
21% getting better. Furthermore, only 4% of the integrated group
4% 2% 0% 13% does not know how the ROI is changing, while almost a
0%
Unknown Declining Staying the same Getting better third of the non-integrated group don’t know this.
The message is clear: if you want to understand what

kind of ROI is coming from video, you must integrate
viewing data with key marketing and sales systems.
And when this integration is complete and providing data,
20 the news about video ROI is very good.
Figure 14: Over three-fourths of study participants feel this integration is important.
One reason this connection between integrated
Importance of Viewing Data for Lead Scoring viewing data and ROI is so strong is because this
2014 2015 integration enables this data to help score and qualify
50% leads in the sales funnel. It is a powerful thing for
members of the sales team to know the viewing profile of
47% 46% individual leads: which videos leads have seen, viewing
40%
duration, repeat views, sharing and other metrics
associated with video consumption.
30% 33%
30% Figure 14 shares how important survey participants feel
20% that it is to integrate video viewing data with their lead
19% scoring or marketing automation workflows.
15%
10% Figure 14 confirms that for over 75% of organizations,
2% 2% 3% 3%
the value of integrating video viewing data with lead
0% scoring or marketing automation workflows is high.
Very Somewhat Neutral Somewhat Very important
unimportant unimportant important However, Figure 12 provides the current state of this
integration: just 30% of surveyed organizations have
completed it, and only half of them are exploiting the data.
Marketers have an opportunity to prove and grow
the ROI of their video marketing efforts by
completing this integration.
21
Figure 15: Integration of video viewing data enables higher usage of intermediate and advanced
measurements for survey participants.
Another major benefit of integrating video viewing data
Integration of Video Viewing Data & Metrics with key marketing and sales systems is the metrics
No integration Integration & data exploitation the integration enables.
60%
Figure 9 shares the current status quo for video
measurements: the use of advanced metrics that provide
true indicators of engagement is low. Figure 15 shows how
49%
video measurement usage changes when video viewing
40%
data is integrated.
38%
33% The implied message of Figure 15 is that organizations
that have completed this integration and are using the
20% 23% 21% data it provides have a much better view of
engagement with their video content. With integration,
14% 14% usage of intermediate and advanced measures is over
8% twice the rate for organizations with no integration of this
0%
None Basic Intermediate Advanced viewing data. Usage of advanced measures is occurring at
almost three times the rate!
This precise understanding of engagement, enabled by
more advanced measurement data, is just one of
the many fruits of video viewing data integration.
22
Figure 16: The extent to which sales teams use video viewing data has increased year-to-year.
Sales Use of Viewing Data to Influence Deals

2015 2014 A practical benefit of the integration discussed in this
section of the report is the ability it provides the sales team
6%
To a great extent to easily access and use video viewing data to qualify
6% leads, engage prospects or influence specific deals.
32%
To some extent
24% Figure 16 shares the extent to which sales teams in this
study are using video viewing data for this purpose.
18%
To a slight extent
22% The number of sales organizations in this study whose
34% team members use video viewing data to work with
To no extent
37% prospects is growing. This increased usage is certainly
related to the higher rate of video viewing data integration
10%
I don't know that occurred this year (Figure 12).
11%
0% 10% 20% 30% 40% Making viewing data available via integration through
the systems that sales and marketing teams use removes
the biggest barrier to practical use of this data.
23
VIDEO CONTENT BUDGET
Figure 17: Even one year later, just as many study participants predict that their video content
budgets will continue growing.
Where marketers spend their limited funds says much
Video Content Budget about their priorities. The investment pattern that this study
2014 2015 discovered confirms that video content is a high priority for
60%
most marketing departments. Figure 17 shares the relative
growth of video content budgets over the past two years.
53%
49% Budgets for creating video content continue to grow,
40% and there has even been a slight acceleration in the
rate of increase between 2014 and 2015. Viewing this
budget data from Figure 17, just for the 69% of participants
28% 29% that indicated their video content budgets are increasing,
20% these characteristics emerge:
20%
16%  Conversion performance (Figure 7): 83% of companies
1% 0%
2% 2% that are increasing their video content budgets report
0% slightly or significantly better conversion performance of
Significantly Slightly Staying the Slightly Significantly
decreasing decreasing same increasing increasing video content, compared to other types. The comparable
conversion performance rate for the full sample is 74%.
 Volume (Figure 2): Almost two-thirds of this budget
increase will come in organizations that make
between 5 and 50 videos annually.
24
VIDEO CONTENT BUDGET
Figure 18: Increased video budgets correlate to having viewing data for leads in the sales funnel.
Budget Comparison
All Respondents Respondents placing great value on having video viewing data for leads in the funnel
In this study, 41% of participants indicated that it was

100%
of great value to have video viewing data about
individual leads in their sales funnels.
80%
81% This perception of value carries over into their willingness to
69% budget for creating video content. Figure 18 shows the
60%
budget data from Figure 17, filtered for just this 41% in the
full survey sample.
40%
Video continues to have strong momentum and
20% 29% organizations are allocating more of their marketing
19% budgets to video.
2% 0%
0% Video’s ability to convert (Figure 7) is improving, as is its
Decrease Staying the same Increase
ROI performance (Figure 8), and those results are leading
marketers to invest more in producing video content.
25
ANALYST BOTTOM LINE
The benefits and performance of video as a content type were strong in the 2014 study, and in 2015 the story for video
has become even better. Organizations that are not yet exploiting video as part of their content strategy, or those that are just
dabbling with it, should give serious consideration to making video the centerpiece of their content mix.
As marketers expand their use of video, they need to recognize the factors that are critical to achieving the best results. Success
with video involves much more than just producing quality video and making it available through the right hosting or marketing
platforms. Those organizations that are achieving stellar results from their video marketing efforts are doing three things
beyond focusing on production quality:
 Integrating video viewing data. This study has shown that the best conversion and ROI results are the result of integrating
video viewing data with marketing automation and CRM systems that marketing and sales teams use regularly. Integrating
viewing data opens up a new collection of insights about viewers that allow Marketing to better nurture leads and cultivate
advocates. Sales can use viewing data to discern the disposition of individual leads in the sales funnel, using this data to help
qualify leads, engage prospects and influence specific deals. In order for these things to occur, viewing data integration
must exist, so choosing a video hosting or marketing platform that makes this integration possible is a prerequisite.
 Measuring the right things. Marketing is becoming more data driven, and video is an aspect of marketing that benefits
from tracking the right metrics, and then doing something with that data. Figure 9 presents a rather bleak picture with
respect to the current state of video content metrics, with 72% of participants using no measurements or only basic ones. Those
who are using intermediate (e.g. average viewing duration) or advanced (e.g. views by embed location, viewer drop-off rates,
attribution to sales pipeline) metrics are getting better results because they’re using the performance data to drive better
engagement. Engagement leads to more of the desired behaviors: sharing and conversion, which boosts ROI. Marketers
cannot allow themselves to remain in the dark about how well their video content is driving engagement.
ANALYST BOTTOM LINE
 Controlling the brand. There are free, ubiquitous, video-hosting platforms that are easy to use, with YouTube heading up this
list. It is fine to exploit these platforms; and they provide some benefits in the area of search marketing. What they don’t do,
however, is allow the marketer that uses them to have full control over their brand or the viewer’s experience. They also don’t
automatically drive traffic to the brand’s website. When marketers have optimizing the presentation of the brand or driving
traffic to the brand’s web properties as objectives, then marketers must consider a video hosting or marketing
platform that allows them to do this.
Many types of content have their “day in the sun” and then lose their luster. Video has not yet reached its apex; its appeal and
allure are fully intact and continue to grow. Marketers that wisely exploit video by using a platform that simplifies integrating
viewing data and enables the tracking of advanced measures can expect exceptional results.
27
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.
28
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
marketing platform, 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.
Transform viewers into customers today. For more information, visit www.vidyard.com.
29
ABOUT DEMAND METRIC
Demand Metric is a marketing research and advisory firm serving a membership community of over 70,000 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.
30
APPENDIX – SURVEY BACKGROUND
This 2015 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of July 6
through September 6, 2015. During this period, 207 responses were collected, 174 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:
Annual Sales: Primary Role of Respondent:
 $10 million or less (50%)  President, CEO or Owner (31%)

 $11 to $25 million (10%)  Marketing (55%)
 $26 to $100 million (16%)  Sales (4%)
 $101 to $500 million (9%)  Other (10%)
 $501 million to $1 billion (7%)
 Over $1 billion (8%) Revenue Growth (in most recent fiscal year):
Type of Organization:  Significant increase (17%)

 Modest increase (56%)
 Mostly or entirely B2B (49%)  Flat (21%)
 Mostly or entirely B2C (11%)  Modest decline (5%)
 Blend of B2B/B2C (31%)  Significant decline (1%)
 Agency or Studio (9%)
Benchmark Report
For more information, visit us at:

www.demandmetric.com
Demand Metric Research Corporation

584 Forest Creek Place
London, ON, Canada N5Y 5T7
© 2015 Demand Metric Research Corporation.

© 2013 DemandAll Rights
MetricReserved.
Research Corporation. All Rights Reserved.

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VIDEO CONTENT

4 Executive Summary 26 Analyst Bottom Line

6 The Importance of Video 28 Acknowledgements

12 The Performance of Video 29 About Vidyard

17 Hosting & Producing Video Content 30 About Demand Metric

19 Video Viewing Data Integration 31 Appendix – Survey Background

The analysis of this study’s data provides these key findings:

The Importance of Video as Marketing Content

95% Often, the popularity of a content type can render it less

Even as a mainstream form of content, video’s importance

20% If there is any doubt about the popularity and importance of

Marketing Videos Produced Annually

27% Interestingly enough, the number of organizations

Where Video Content is Used

Explainer videos 59%

Live-action videos 34% More than half of organizations participating in the

Figure 6: The top three types of videos in use by place of use.

Dedicated Video Recorded Sales

2 Product Feature Explainer Explainer Explainer Explainer Product Feature Explainer

Conversion Performance of Video

23% Video has proven an exceptional content type to support all

How is the ROI of Video Changing?

Figure 9 summarizes the usage of the metrics that were

No Metrics 50% 7% 23% 12% 0%

Basic Metrics 40% 68% 47% 31% 37%

Intermediate Metrics 10% 15% 10% 19% 50%

Advanced Metrics 0% 10% 20% 38% 13%

This study finds that at present, brands will continue to

60% The contrasts in Figure 13 are dramatic. 54% of those that

The message is clear: if you want to understand what

Sales Use of Viewing Data to Influence Deals

In this study, 41% of participants indicated that it was

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Annual Sales: Primary Role of Respondent:

 $10 million or less (50%)  President, CEO or Owner (31%)

Type of Organization:  Significant increase (17%)

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