the state of

VIDEO
MARKETING
2018

Benchmark Study Report

November 2018
 the state of
VIDEO MARKETING
2018

Table of Contents
Introduction 3

Executive Summary 5

The Importance of Video 8

The Performance of Video 17

Video Viewing Data Integration 22

Producing & Hosting Video Content 26

Video Content Budget 34

Satisfaction with Video Marketing Results 37

Analyst Bottom Line 42

Acknowledgements 46

Appendix: Survey Background 47

 THE STATE OF VIDEO MARKETING 2018 3

2018

Introduction
 INTRODUCTION THE STATE OF VIDEO MARKETING 2018 4

For far too long, the emphasis on video content marketing has been on
production quality; the higher the quality, the more marketing value a
video is presumed to have.

While quality is certainly an important aspect of video content, producing

quality video does not guarantee video content marketing success.

Success is very much a function of how well video content and viewing
data integrate with the marketing technology stack, and how the sales
team leverages the intelligence.

In this fifth annual video content marketing report, Demand Metric and
Vidyard partnered on research to better understand the use of video
for sales and marketing, how performance is being measured, and what
impact video is having.

This study’s focus is on the use of video in marketing, the maturity indi-
cators such as measuring video content performance, and how video
viewing data is integrated with marketing automation platforms (MAP)
and customer relationship management (CRM) systems.

This report shows what progress, if any, has been made in the fifth year
of this study.

These study results provide insights and data useful for helping
marketers get the highest possible return on their video content
investment.
 THE STATE OF VIDEO MARKETING 2018 5

2018

Executive Summary
 EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2018 6

Nearly 80% of this study’s participants were in marketing roles in B2B or All of the organizations that participated in this study are using video
mixed B2B/B2C organizations, with 73% reporting revenue growth in the to some degree in their marketing efforts. Agencies and studios were
most recently completed fiscal year. disqualified from contributing to the study.

Key Findings

For the fifth consecutive year, over 80% More study participants are using metrics to
of study participants report that video is track video content effectiveness, with only 15
becoming more important as a form of percent reporting that no metrics are in use.
marketing content.

The usage of video in places like social The percentage of organizations that are
media, recorded webinars, and emails planning to integrate video viewing data with
has increased year over year. their existing martech stack sometime in the
future jumped from 21% in 2017 to 32%in 2018.

Webinars, demos, and social media

videos are the most common types of
videos being produced in 2018.
EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2018 7

Over two-thirds of study participants Marketers who produce more videos in a year
report the use of video viewing data by also report a much higher level of overall
members of the sales team to qualify, satisfaction with their video marketing efforts.
engage, or influence deals. As the number of videos produced increases,
so to does the level of satisfaction.

The use of video in Account-Based Marketing teams that make use of advanced
Marketing (ABM) strategies continues video features and functionality have higher
to increase year over year. levels of satisfaction with video marketing.

94% of video marketing budgets have

remained constant or grown.

For more detail on the survey participants, please refer

GO TO APPENDIX
to the Appendix.
 THE STATE OF VIDEO MARKETING 2018 8

2018

The Importance of Video

 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 9

For the fifth consecutive year, the importance of video remains high, with
83% of study participants reporting that video, as a form of marketing or How is the importance of video, as a form of marketing or
sales content, is becoming more important, as shown in Figure 1. sales content, changing in your organization?

The data in Figure 1 corroborates what most marketers are quick to

acknowledge: the importance of video content remains strong and
resilient, with 95% of study participants reporting that video, as a form FIGURE 1: THE CHANGING IMPORTANCE OF VIDEO AS
of marketing or sales content, is either becoming more important or MARKETING CONTENT
that its importance is not changing.
83% of study participants report that video content is becoming
more important.

5%
Less important

12% 83%
Not changing
More important
 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 10

Video production numbers can also provide insight into the value of How many videos of any type (including webinars,
video content. This study tracks annual video production quantity, and on demand, product feature videos, etc.) does your
Figure 2 shows this year-to-year comparison. organization produce for marketing purposes on an
annual basis?
The number of videos produced continues to increase year over year;
60% of participants reported they are producing more than 11 videos per
year in 2018, while only 49% reported this in 2014.
FIGURE 2: MARKETING VIDEOS PRODUCED ANNUALLY

More study participants are producing 51+ videos annually than

ever before.

2014 2015 2016 2017 2018

18
14%
% In 2017, 18% of study participants
26% 40%
13% 7%

produced more than 51 videos/year

15% 10% 8%
26% 41%

10% 8%
29% 18% 35%

11% 5%

20 %
In 2018, 20% of study participants
27% 26% 31%
produced more than 51 videos/year

9% 8%
25% 26% 32%

Less than 5 5 to 10 11 to 50 51 to 100 More than 100

 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 11

The data suggests that the cost of producing a video has become more
affordable for even the smallest of companies. Highly accessible tools,
TABLE 1: COMPANIES PRODUCING LESS THAN
like the Vidyard GoVideo plugin, continue to make video very simple to
5 VIDEOS ANNUALLY
create and distribute.
The video production gap has narrowed considerably.
However, there are differences in video production volume based on
company size.

In the past, this study found that small companies produced fewer videos
than larger ones. Companies Producing Less than 5 Videos Annually

While that holds true in 2018, small companies have begun producing SMALL MEDIUM LARGE
more and more videos annually as shown in Table 1. COMPANY SIZE
($25 million ($26 - $499 ($500+
(Annual Revenue)
or less) million) million)

2018 20% 11% 8%

2017 20% 10% 12%

2016 38% 25% 17%

2015 35% 11% 5%

2014 27% 28% 6%

 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 12

Video content can be used in many different ways and places. Figure 3
summarizes where study participants are using video content. Where are you currently using video in your marketing
activities?

FIGURE 3: WHERE VIDEO CONTENT IS USED

Social Media, Recorded Webinars, and Emails record the biggest

change in usage.

Website 85% 2015 2016 2017 2018

Social Media 84% 84%

55% 55% 55%

YouTube 67%

77% 40% 46%

Landing Pages 57%

Recorded Webinars 55% 72% 39% 36%

Emails 55%

76% 43% 40%

Sales
24%
Conversation

Other 6% Social Media Recorded Emails

Webinars
 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 13

Websites and social media (including blogs) continue to lead as places

where marketers are using video content, as shown in Figure 3.
TABLE 2: WHERE VIDEO IS USED
As marketers continue to search for ways to improve email deliverability
and engagement, many are finding that the inclusion of video is helping
The biggest differences in usage are landing pages and YouTube.
their emails resonate better with recipients. Email, the workhouse
marcom channel for many B2B firms, is benefiting from the integration
of video, and tools like Vidyard GoVideo, which operates as a Chrome
plugin—simplify that integration.
Where Video is Used
In this year’s study, the reported usage of video in social media, webi-
nars, and emails have all increased dramatically. Usage patterns show COMPANY SMALL MEDIUM LARGE
SIZE (Annual ($25 million ($26 - $499 ($500+
some differences when this data is segmented by company size, as
Revenue) or less) million) million)
shown in Table 2.

The use of video in email marketing efforts at large companies has more Website 85% 88% 84%
than doubled since last year’s study. In this year’s study, the biggest differ-
ences in usage, based on company size, are found in the usage reported
Social media 89% 81% 78%
with Landing Pages, YouTube, Social Media, and Recorded Webinars.

Ultimately, marketers need approaches and content that convert well, YouTube 69% 69% 51%
and the growth of video in each of the places where it sees use offers
another endorsement of its effectiveness. Landing
47% 65% 84%
Pages

Recorded
50% 60% 65%
webinars

Emails 54% 62% 54%

Sales
24% 20% 24%
Conversations
 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 14

The study also inventoried the types of videos that marketers create and
deploy, which Figure 4 summarizes for the current study year compared
Which types of videos have you invested in?
to past studies.

FIGURE 4: TYPES OF VIDEOS

Webinar videos are the most common type, with social media
videos as a close runner up.

2015 2016 2017 2018

31% 25% 32%

15% 11%
47% 52% 49% 51% 56% 34% 41%

24% 23% 13% 12%

63% 59% 54% 38% 45% 42% 37%

28% 23% 20%

51% 59% 45% 44%

20%
59% 59% 43%

Product Demos Explainer Social Media Webinars How-to / Customer Live Streams Cultural Vlogs One-to-One Thought
Videos Videos Videos Educational Videos Videos Leadership*
Videos
* Added for 2018 study
 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 15

In 2018, Demo and Explainer videos eclipsed Product videos, representing

a major shift in the types of videos that companies are investing in. This
year, we also saw a big jump in the use of Social Media videos, Webinars,
and Live Streams.

Where videos are used (Figure 3) and which types of videos are used
(Figure 4) are correlated, and Table 3 shows this relationship.

TABLE 3: WHERE DIFFERENT VIDEO TYPES ARE USED

The top three types of videos in use by place of use.

Recorded Sales
Rank Landing Pages Emails Website Social Media YouTube
Webinar conversations

#1 Demos (66%) Webinars (64%) Webinars (59%) Social (60%) Webinars (66%) Webinars (85%)
Explainer/
Demos
(tie 73%)
#2 Webinar (64%) Demos (61%) Demos (55%) Webinars (56%) Explainer (57%) Explainer (60%)

Explainer/Product
#3 Explainer (57%) Explainer (53%) Demos (53%) Social (55%) Social (52%) Webinars (64%)
(tie 57%)
 THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 16

For most use cases, Webinar videos see the greatest use, representing
a major change in usage since last year’s study where Product videos
reigned supreme.
Changes in the types of video being produced and where video is being
used indicates that the use of video is expanding across the business.
Some subtle shifts in the types of videos produced occurs as the produc-
tion volume increases. These shifts are shown in Table 4.
In 2018, Webinars have surpassed Product and Explainer videos in
terms of video production in cases where companies produce more
than 11 videos annually..

Increasing video production volume does not seem to introduce more

variety into the mix; rather, it simply increases the selection of the same
type of video.

TABLE 4: VIDEOS PRODUCED ANNUALLY (2018)

Top three video types produced by annual production volume.

Rank Less than 5 5 to 10 11 to 50 More than 50

#1 Product Social Webinars Webinars

#2 Explainer Explainer Demos Demos

#3 Webinars Webinars Product Social

 THE STATE OF VIDEO MARKETING 2018 17

2018

The Performance of Video

 THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 18

While capturing a wide audience for a video is certainly desirable, most

marketers require content that drives conversions. This study continues
to measure how video content produces the results or conversions that
marketers covet.
Compared to other types of content you use or have used,
how does video perform in terms of producing the results
or conversions you desire?

Figure 5 shows the current conversion performance of video compared

to other types of content.
The conversion performance of video compared to other content types
remains strong, with 59% of study participants reporting that video
performs much or somewhat better than other types of content.
FIGURE 5: CONVERSION PERFORMANCE OF VIDEO
59% of study participants report that video converts
better than other forms of content.

Over the past two years of this study, the percentage of participants that
report video converts somewhat or much worse than other content types
has held steady at 7%.
6% 1%
Somewhat worse Much worse
As the use of video increases, so does the number of video users strug-
gling to capture accurate return-on-investment (ROI).

7%
Much better

34%
About the same

52%
Somewhat better
 THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 19

This study has collected data about the relative ROI movement of video:
is it getting better, staying the same, or declining?
How is the ROI you get from video changing?
Figure 6 displays this ROI data.

The most troubling insight that Figure 6 reveals is that 49% of study
participants do not know the ROI of their video marketing efforts.

It is possible to determine the ROI of video by measuring how it is FIGURE 6: HOW IS THE ROI OF VIDEO CHANGING?
consumed by leads in the sales pipeline, and this measurement is
Nearly half of this study’s participants (49%) do not understand
enabled by integrating video consumption data with CRMs or marketing
how the ROI of their video marketing efforts is changing.
automation platforms.

This integration status and its implications for ROI are explored fully in an
upcoming section of this report.

28%
Getting Better

49%
Unknown

22%
Staying the Same

1%
Declining
 THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 20

Determining the conversion performance and ROI of video is a function

of tracking appropriate metrics. This study measured the usage of three How is the effectiveness of your video content currently
broad categories of video content effectiveness metrics: measured?

1 Basic: measures of consumption such as views or shares. These

are relatively easy to capture. However, they don’t allow for deter-
FIGURE 7: VIDEO CONTENT EFFECTIVENESS
mination of ROI, nor do they provide indicators of engagement. MEASURES IN USE
For these reasons, their usefulness is limited.
The usage rate of advanced metrics is flat for all study years.
2 Intermediate: basic measures of engagement, such as average
viewing duration. With intermediate metrics, insights into video
viewing behavior begin to emerge.
2014 2015 2016 2017 2018
3 Advanced: include views by embedded location, viewer drop-off
rates, and viewing heat maps or attribution to the sales pipeline. 15% 11%
With these metrics, precise determinations are possible regarding 42% 32%
revenue impact and ROI.
13% 13%
51% 23%
These categories of metrics serve as maturity indicators for video
marketing, with maturity increasing as users adopt metrics in the 14%

advanced category. 23% 42% 21%

The most mature video marketers will use advanced metrics to link the 14% 14%

content source to the revenue it influenced. 23% 49%

Figure 7 summarizes video metrics usage for all study years. 14% 14%

The use of intermediate metrics grew immensely in 2018, with 32% of 48% 24%

study participants reporting their use compared to only 23% in 2017.

None Basic Intermediate Advanced
 THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2018 21

While the segment of those who are using advanced metrics is compar-
atively small, the ROI impact related to advanced video metrics usage is
substantial. Figure 8 compares the percentage of study participants who FIGURE 8: % REPORTING VIDEO ROI IS MUCH WORSE
report their video ROI is getting much worse to each of the video content
effectiveness measures. Using basic or no metrics has a big effect on ROI.

The use of advanced or intermediate metrics has a significant impact

on ROI: None of this study’s participants who use advanced or inter-
mediate metrics report that the ROI of their video marketing efforts is
getting much worse.
0%
Advanced metrics
0%
In contrast, those who use basic or no metrics to measure the effective- Intermediate metrics
ness of their video content report that the ROI of their video marketing
efforts is getting much worse.

There are some important points to make from the data presented in
Figure 8:

A true and accurate measurement of the ROI of video (or any type
1
of content) requires the adoption and use of advanced or interme-
diate metrics. When intermediate or advanced metrics are not in
33%
No metrics
use, ROI determination is an estimate, at best. in use

2 When advanced metrics are in use, marketers have the informa- 67%
Basic metrics
tion they need about video content performance to improve on its
use, helping achieve even better performance.

3 The best way to capture and exploit advanced metrics is to inte-

grate video viewing data into marketing automation and/or CRM
platforms.

The use of advanced metrics is a prerequisite to achieving the greatest

impact and highest ROI from video marketing efforts.
 THE STATE OF VIDEO MARKETING 2018 22

2018

Video Viewing Data Integration

 VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2018 23

Integrating video viewing data into marketing automation and/or CRM

platforms enables the tracking and usage of advanced metrics. This inte- Which statement best represents the status of integrating
video viewing data into your marketing automation and/or
gration provides other benefits as well.
CRM systems?
Figure 9 shows the status of this integration from this year’s study
participants.

The data in Figure 9 reveals some encouraging findings: FIGURE 9: INTEGRATION STATUS OF VIDEO VIEWING DATA

1 Nearly half of study participants (46%) are either planning to inte- The majority of study participants either plan to integrate video
grate within the next 12 months or have integrated their systems viewing data with marketing and sales technology or have
but are not exploiting the data. already done so.

2 Only 16% of study participants have no plans to integrate their

video viewing data into their marketing automation and/or CRM
platforms.

16% 6%
Integrated and
No plans to integrate
exploiting the data

26%
32%
Planning to integrate
Integrated but not
exploiting the data

sometime
20%
Planning to integrate
within 12 months
 VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2018 24

The ROI that study participants report for their video marketing efforts
correlates to their integration status, and Figure 10 compares the ROI when
there is no integration to when integration of video viewing data exists. FIGURE 10: INTEGRATION OF VIDEO VIEWING DATA & ROI

None of this study’s participants who have integrated their systems Integrating video viewing data into sales and marketing systems
report ROI is declining, and 41% report their ROI is getting better. has a major effect on ROI.

This comparison makes a compelling business case for integrating video

viewing data with marketing automation and CRM platforms: those who
have done so are much more likely to also report that their video ROI ROI Getting Better ROI Declining
is getting better.

27% 14%

0% 0%

Integrated but Integrated

not exploiting and exploiting
the data the data
 VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2018 25

The higher integration levels seen in this year’s study are reflected in the
way members of the sales team are using this data, which is summarized To what extent do members of the sales team currently
use video viewing data to qualify leads, engage
in Figure 11.
prospects, or influence specific deals?
Over two-thirds of study participants indicated that it is important for the
sales team to have access to customer and prospect video viewing data.

At the high end of the usage spectrum, the percentage of study partic- FIGURE 11: SALES USE OF VIEWING DATA TO QUALIFY,
ipants who report their sales team is currently using video viewing ENGAGE, OR INFLUENCE DEALS
data to qualify leads, engage prospects, or influence specific deals to Overall usage of video viewing data by the sale team is up
a great extent has doubled in the past year. year-to-year.

2014 2015 2016 2017 2018

In 2017, 7% of study participants report 3%

7 % their sales team is currently using video

viewing data to a great extent
33% 19% 31% 14%

8% 7%
31% 18% 36%

11% 6%
39% 23% 21%
In 2018, 14% of study participants report

14 %
their sales team is currently using video 10% 6%
viewing data to a great extent 34% 18% 32%

11% 6%
37% 22% 24%

I don’t know To no extent To a slight To some extent To a great

extent extent
 THE STATE OF VIDEO MARKETING 2018 26

2018

Producing & Hosting

Video Content
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 27

This study continues to look at who is creating video content and where it
is hosted. Figure 12 shows who within the organizations that participated in Within your organization, who is producing any of your
video content (e.g. demos, webinars, how-to’s, etc.) on a
this study is creating video.
regular basis?
For the fifth consecutive year, the Marketing team remains the top
producer of video content, while the Internal Communications and HR
teams show the biggest year-to-year increase.
FIGURE 12: WHO IS CREATING VIDEO

Marketing creates the lion’s share of video content.

2016 2017 2018

82% 21% 23% 11% 13% 12% 12%

9%

90% 23% 17% 15% 15% 14%

8%

86% 15% 19% 11% 11% 11%

Marketing Sales team Internal Executive Support team HR team Others

team communications team
team
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 28

This year’s study survey included a new question designed to find out
who is driving the creation of video content, and the results are shown Within your organization, who is driving the creation of
in Figure 13. your video content (e.g. demos, webinars, how-to’s, etc.)?

With marketing strategy and execution traditionally belonging to Marketing,

these results are not surprising. What is surprising, however, is the involve-
ment of the Executive team in driving video content.
FIGURE 13: WHO IS DRIVING VIDEO CONTENT
Nearly one-quarter (23%) of study participants report the Executive team
is driving the creation of video content, but only 11% of study participants The Executive team is more likely to drive the creation of video
report the Executive team is responsible for producing the content itself. content than to produce it.

Marketing team 85%

Sales team 23%

Internal
23%
communications team

Executive team 21%

HR team 16%

Support team 14%

Other 8%
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 29

Marketers need to make decisions about where to host video based on

more than cost. Which platform(s) do you currently use to host and
manage your video content?
They must also consider how various hosting platforms allow them to
best manage their brands and control the viewing experience.

Figure 14 shows where organizations in the study are hosting and

managing their video content. FIGURE 14: VIDEO HOSTING & MANAGEMENT
PLATFORMS USAGE
Compared to last year’s study, an increasing percentage of marketers
report they are using a combination of both free and business platforms. More than half of study participants only host on free platforms.

18% 25%
Business
Platforms Both

57%
Free Platforms
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 30

The ease of producing quality video content has improved dramatically

over the life of this study.
What resources do you use to create your video content?
Not so long ago, the requisite skills and expertise were often not found
within many marketing departments.

Today, most organizations create video using a blend of internal and external
resources, such as agencies, studios, freelancers, or contract employees. FIGURE 15: RESOURCES FOR VIDEO CREATION
Figure 15 shows this spectrum of resource usage for video creation.
Few organizations completely outsource video creation.
Compared to last year’s study, study participants reporting the use of
only external and only internal resources has increased at both ends of
the spectrum.
2017 2018
However, most organizations continue to blend external resources with
internal ones to create their videos and, on average, the division of respon-
sibility is almost even, slightly favoring the use of internal resources.
10% 17% 29% 25% 19%

7% 22% 25% 30% 16%

External External Even blend of Internal Internal

resources for resources for internal and resources for resources for
ALL video MOST external MOST ALL video
creation creation
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 31

Companies use and blend resources to create videos differently depending

on the size of the company. Table 5 shows these differences.
TABLE 5: VIDEOS BY COMPANY SIZE
Small and medium sized companies rely most heavily on internal
resources,. However, a significant shift has occurred in this year’s
Video production resources by company size.
study, with 38% of study participants at large companies reporting
the use of internal resources for most or all of their video creation,
compared to only 24% last year.

COMPANY SMALL MEDIUM LARGE

SIZE (Annual ($25 million ($26 - $499 ($500+
Revenue) or less) million) million)

External for
28% 28% 24%
most or all

Even blend 24% 28% 38%

Internal for
48% 44% 38%
most or all
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 32

Figure 16 shows the relationship between video functionality usage and
study participants who report their ROI is getting much better. In 2018,
video functionality usage among study participants who report their ROI
is much better has increased for nearly all of the response choices.
Some of the biggest deltas include individual viewer engagement (28% in
2017, 57% in 2018), centralized video content management (42% in 2017,
51% in 2018), channel performance analytics (42% in 2017, 65% in 2018),
and custom CTAs at the end of videos (42% in 2017, 57% in 2018). The
increased use of video functionality shows that marketers are continuing
to experiment with techniques to improve their video results.
The features and functions available for use in creating marketing video
have expanded tremendously.
The understanding of some of these features and functions are helped
through further explanation:
Video performance analytics: views, drop-off rate, etc.
Centralized video content management: software that enables an
organization to centralize, manage, and deliver video online
Channel performance: views by channel
Individual viewer engagement: tracking views and engagement of
each individual

FIGURE 16: % REPORTING VIDEO ROI IS MUCH BETTER

2017 2018
The majority do not use most of these functions with video.

37% 32% 27%

57% 51% 65% 57% 46% 43% 57%

33% 31% 28% 26% 21%

59% 43% 42% 42% 40%

Video Centralized Channel Custom CTAs Access Video content Group or Individual Synchronization Video
performance video content performance at end of control for with embedded role-based viewer of viewer content
analytics management analytics video private/ forms/gates administration engagement engagement personalization
secure of content data to Mktg
content Automation or CRM
 PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2018 33

In the 2016 study, participants were asked to share their usage status of
the Account-Based Marketing (ABM) strategy and if they were using ABM, If your marketing or sales team currently practices
Account-Based Marketing (ABM), what role does video
the degree to which video content played a role.
content play?
Figure 17 shows historical usage data for the last three years.

As the adoption of ABM continues to proliferate, the role of video is

becoming more important. In 2018, the number of study participants
FIGURE 17: VIDEO FUNCTIONALITY USAGE
who report they have plans to use video or already use video as part of
their ABM strategy has grown by 9%. Video usage and plans for usage with ABM have increased
year-to-year.

2016 2017 2018

3%
10% 39% 15% 13% 10% 10%

6% 7% 3%
16% 44% 13% 11%

6% 4% 3% 1%
25% 46%

I don’t know Don’t use ABM, but ABM with ABM with video in ABM with ABM with
ABM no video plans to minor role video in video in
use video moderate major role
role
 THE STATE OF VIDEO MARKETING 2018 34

2018

Video Content Budget

 VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2018 35

Marketing budgets reflect the organization’s priorities, and the way initia-
tives are funded is perhaps the truest indicator of their perceived value. How is your organization’s budget for creating video
content changing?
Figure 18 summarizes video content budget growth for all years of the
study.

The fact that video content budgets are increasing for the majority of
participants as costs continue to go down says a lot about the value of
FIGURE 18: VIDEO CONTENT BUDGET
video content.
Video content budgets are staying the same or growing for well
over 90% of the organizations in this study.

2014 2015 2016 2017 2018

2% 4% 7%
39% 48%

55 % Organizations in this study report their video

content budget is increasing this year.
1% 5%
38% 50%
6%

13%
0% 4%
37% 46%

0% 2%
29% 49% 20%

6%
Organizations in this study report their video
content budget is decreasing this year.
1% 2%
28% 53% 16%

Significantly Slightly Staying the Slightly Significantly

decreasing decreasing same increasing increasing
 VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2018 36

Budgets, ROI, and conversion performance are all correlated. Figure 19

shows what this correlation looks like.
FIGURE 19: VIDEO BUDGETS, ROI,
The link between budgets, ROI, and conversion performance is firmly AND CONVERSION PERFORMANCE
established in the study data, with 41% of study participants who report Higher video content marketing budgets are related to better ROI
their budget has increased also reporting their ROI is getting better. and conversion.

The same is true about conversion performance, with 68% of study

participants who report their budget has increased and conversion
performance is somewhat or much better, compared to only 49% of
Budget increasing Budget Flat or decreasing
study participants who report their budget is flat or decreasing.

The greater the investment in video content, the better the ROI and
conversion performance study participants report.
41% 68%

11% 49%

% ROI is % Conversion
getting performance
better is better
 THE STATE OF VIDEO MARKETING 2018 37

2018

Satisfaction with
Video Marketing Results
 SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 38

Last year, this study began to look at overall satisfaction with the results
of video marketing efforts. Figure 20 shows how this year’s study partici- Overall, how satisfied are you with the results you’re
pants rated their satisfaction. getting from your video marketing efforts?

FIGURE 20: SATISFACTION WITH VIDEO

MARKETING RESULTS
Just 6% of study participants are dissatisfied with the
results of their video marketing efforts.

1%
Very Dissatisfied

5% 5%
Very Satisfied
Dissatisfied

46%
Satisfied

43% Neutral
 SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 39

Over half of this study’s participants report they are satisfied or very satis-
fied with the results they are getting from their video marketing efforts.
FIGURE 21: SATISFACTION & ANNUAL VIDEO
One of the correlations to satisfaction is the annual volume of videos
PRODUCTION VOLUME
produced by study participants.
Satisfaction increases as video production volumes increase.
Figure 21 shows how satisfaction increases with the volume of videos
produced.

The relationship between satisfaction and the volume of videos produced

annually continues to grow. In last year’s study, 72% of participants who
51 or more 82%
reported they were satisfied or very satisfied with their video marketing
results produced more than 50 videos annually.

This year, the number of study participants who report video marketing 11 to 50 62%
satisfaction with more than 50 videos produced annually jumped by 10%,
to 82% in 2018.
5 to 10 39%

Less than 5 18%

 SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 40

The use of certain kinds of metrics from Figure 8, to measure the effective-
ness of video content, also correlates to satisfaction.
FIGURE 22: SATISFACTION & METRICS USAGE
Figure 22 shows the use of metrics by type for participants that are satis-
fied with the results they’re getting from video. The use of advanced metrics drives satisfaction significantly
higher.
The relationship between satisfaction and the use of advanced metrics
cannot be overlooked.

Study participants who report they are satisfied with the results they are
getting from their video marketing efforts are much more likely to use 0%
No Metrics in Use
advanced metrics to measure the effectiveness of their video content.

18%
Basic Metrics
in Use
73%
Advanced
Metrics in Use

9%
Study participants who are satisfied with the

73% results they are getting from their video

marketing efforts and use advanced metrics. Intermediate
Metrics in Use

Study participants who are satisfied with the

0%
results they are getting from their video
marketing efforts and have no metrics in place.
 SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2018 41

The adoption of some of the features and functions shown in Figure 16

also correlate to higher satisfaction with video marketing results.

Figure 23 shows the difference in satisfaction for these features/functions

when they are and are not in use.

The use of any of these video features has the ability to increase satis-
faction with video marketing. FIGURE 23: SATISFACTION & VIDEO FEATURE/
FUNCTION USAGE
The satisfaction gap between those who use them and those who do
These video features/functions are major drivers of higher
not is substantial, averaging 21 percentage points.
satisfaction with video.

Satisfaction When Using Satisfaction When Not Using

37% 30% 36%

66% 47% 54% 38% 44% 51%

26% 35% 35% 24% 34%

7% 17% 18%
39%

Video Centralized Channel Access Video content Group or Individual Synchronization Video
performance video content performance control for with embedded role-based viewer of viewer content
analytics management analytics private/ forms/gates administration engagement engagement personalization
secure of content data to marketing
content automation or CRM
 THE STATE OF VIDEO MARKETING 2018 42

2018

Analyst Bottom Line

ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2018 43

Video remains one of the best performing types of content that is avail-
able to marketers. This year’s study reinforces many of the best practices
identified in past years, while introducing some new ones.

Marketers who want to leverage video in the most effective way

and produce the highest possible return should implement these
recommendations:

Produce more video.

1
For the fifth consecutive year, over 80% of study partici-
pants report that video is becoming more important as a
form of marketing content.
As the volume of videos produced increases, so too does
overall satisfaction and ROI with video as a form of content.
The more video content that marketers can produce, the
better. Cost-effective tools for production are helping to put
video within easy reach of even the smallest companies.
Highly accessible tools, like Vidyard GoVideo, are making
video very simple to create and distribute.
ANALYST BOTTOM LINE
Evaluate video types and placement.
2 3
In this year’s study, Demo and Explainer videos eclipsed
Product videos, representing a major shift in the types
of videos that companies are investing in. As the use of
video continues to expand across the business, consider
creating different forms of video content.
It is equally important to consider where video is being used.
In this year’s study, the reported usage of video in social
media, webinars, and emails have all increased dramatically.
In fact, the use of video in email marketing efforts at large
companies has more than doubled since last year almost
certainly because of the way it impacts engagement.
Marketers in companies of all sizes are encouraged to
4
experiment with a variety of video types and evaluate new
distribution channels for video.
THE STATE OF VIDEO MARKETING 2018 44
Leverage advanced features and functions.
The use of advanced features and functions results in higher
levels of overall satisfaction with video marketing. Marketers
need to make these features and functions a standard part
of the production process.
Leveraging a video platform for business makes advanced
features—such as video and channel performance analytics,
in-video calls-to-action, and synchronization of viewer
engagement data to marketing automation or CRM plat-
forms—easily accessible.
Experiment with new features and functions.
The relationship between satisfaction with video marketing
efforts and functionality usage grew dramatically in 2018.
The number of study participants who use advanced
features and report that their ROI is getting much better also
continued to grow.
When examining the relationship between video features
and study participants who report their video ROI is getting
much better, some of the biggest deltas are found in the use
of centralized video content management, channel perfor-
mance analytics, and custom CTAs at the end of videos.
Marketers who are relying on free video platforms should
consider using a video platform for business if they want to
experiment with new features and functions and, ultimately,
extract more value out of their video marketing efforts.
ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2018 45

Track advanced metrics. Integrate video viewing data.

5 6
The percentage of marketers reporting the use of interme- The integration of viewing data with marketing automation
diate metrics has increased dramatically over the past year. and/or CRM platforms facilitates the tracking of advanced
metrics. None of this year’s study participants who have inte-
Although this increase in adoption represents progress, the
grated their marketing automation platform or CRM report
use of advanced metrics is the only way that marketers can
their ROI is declining, while 41% report increasing ROI. The
accurately measure the revenue impact their video content
integration and use of video viewing data is beneficial to
is producing.
both sales and marketing teams.
It pays to track advanced metrics; nearly three-quarters of
Over two-thirds of study participants indicate that it is
study participants who report the use of advanced metrics
important for the sales team to have access to customer and
are very satisfied with the results they are getting from their
prospect video viewing data. When data is stored in sales
video marketing efforts.
and marketing systems, it becomes easy to access and use
Views by embedded location, viewer drop-off rates, and to gain insights about leads in the pipeline.
attribution to the sales pipeline are all examples of advanced
Integrating video viewing data with sales and marketing
metrics that marketers should track for video content.
systems makes valuable lead qualification insights available
to sales and marketing teams.

Marketers can realize the full power of video as a content form with the right hosting platform, integration to marketing and sales systems, and
exploitation of advanced metrics. By implementing these recommendations, marketers can take their video marketing efforts to the next level
of effectiveness.
ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2018 46

Acknowledgements
Demand Metric is grateful to Vidyard for sponsoring this benchmark study and for those participants that took the time to provide their input.

Demand Metric helps marketers get stuff done. Since 2006, we’ve
worked with over 100,000 marketers around the world to identify how top
performing marketing departments operate.
Unlike ‘ivory tower’ analyst firms, Demand Metric gives you practical
tools, training, and advice that will have you operationalizing best prac-
tices in minutes. Through our partnerships with American Marketing
Association (AMA), Association of National Advertisers (ANA), and Asso-
ciation of International Product Managers and Marketers (AIPMM), our
tools and resources have become the industry standard.
Vidyard is the video platform for business that helps organizations 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 activ-
ities of each individual viewer, and turn those views into action.
Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Citi-
bank, MongoDB, and Sharp rely on Vidyard to power their video content
strategies and turn viewers into customers.

Don’t reinvent the wheel. With Demand Metric you’ll know what to do,
how to do it, have consultant-grade tools to get work done fast, and agile
marketing software that’s so easy-to-use your team will love it.

To learn more about Demand Metric, sign up for a free membership at:
www.demandmetric.com
APPENDIX: SURVEY BACKGROUND THE STATE OF VIDEO MARKETING 2018 47

This 2018 Video Content Marketing Metrics Benchmark Study survey
was administered online during the period of September 4 through
September 24, 2018. During this period, 414 responses were collected
and 271 were used in the analysis of the data for this report.
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:

15%
Other
4%
21% IT
7%
TYPE OF A Mix of B2B/B2C
50% President, CEO
ORGANIZATION PRIMARY ROLE OF or owner
Mostly or
entirely B2B RESPONDENT 5%
29% Sales
Mostly or entirely B2C
69%
Marketing

3% 16% 12% 34%

$1 billion or more Less than $10 million
Significant decline Significant increase
5%
REVENUE-GROWTH 4% $500 to $999 million

Modest decline
ENVIRONMENT ANNUAL SALES
IN MOST RECENT 20% 57% 12%
FISCAL YEAR Flat Modest increase $100 to $499 million
16%
$10 to $24 million

21%
$25 to $99 million
 THE STATE OF VIDEO MARKETING 2018 48

© Demand Metric Research Corporation.

All Rights Reserved.

www.demandmetric.com

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