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.

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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.

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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.

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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

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THE IMPORTANCE OF VIDEO
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.

2015 Video Content Metrics Benchmark Study, Demand Metric, October 2015, n=174

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