ptv digital marketing survey results

PermissionTVOnline Video Survey Results – December 2008

PermissionTV, Inc.1601 Trapelo Rd, Suite 168Waltham, MA 02451

www.permissiontv.com(781) 419-9700

Survey Objectives

• Conducted large-scale industry survey to:• Gain insight into current online video initiatives

• Assess demand for online video solutions heading into 2009

• Identify rate of online video adoption by marketers

• Assess impact of potential budget cuts on online video projects

• Identify needs that could be fulfilled by industry service providers

The Participants

Participants• Over 400 senior-level decision makers in a variety of industries

Summary Results

• More than two-thirds of respondents (67%) identified online video as a primary focus of their 2009 digital marketing campaigns

• In Q2 of 2009, more than half (52%) of respondents expect to be implementing or extending an online video project, whereas currently less than one-third (32%) are doing so

• A majority of respondents (63%) are most likely to invest in a branded content/video destination next year

• Nearly 60% of respondents consider interactive video experiences to be the next evolution for online video

• When asked how online video will enhance customer engagement, a vast majority (71%) stated it would help build brand awareness

Online Video TodayThe experience with online video to date

*Note: Majority of “Other” responses noted that the entire marketing team or a very specific title was responsible for driving initiatives

Key Personnel

Who is responsible for driving online video and/or other digital initiatives at your company?

Benefits of Online Video

In what ways do you see online video enhancing your customer engagement? (select all that apply)

Online Video Trends

In what stage are you currently and where do you need to be by Q2 2009?

Looking Ahead to 2009How participants viewed the importance of Online Video

2009 Online Video Imperative

In 2009, online video will be an important strategic initiative for my company

Impact of Budget Cuts

If you were to face budget cuts in 2009, which would be least likely affected?

2009 Digital Marketing Budget

Where will you focus your digital marketing budget in 2009?(select all that apply)

Online Video Initiatives

Which types of online video initiatives are you most likely to invest in for 2009? (select all that apply)

What’s Next for Online Video

What do you think is next for online video? (select all that apply)

Interactive Capabilities Needed

Which interactive video capabilities would you most likely use?

Online Video Marketing Effectiveness

Through non-linear, interactive storytelling, online video will become the most effective medium for marketers.

Help NeededWhat service providers can do to help facilitate online video solutions

Budget Breakdown

Response Average

How much you would expect to budget for each element if you were to implement an online video initiative?

Technology Provider Needs

What do you need from your online video technology partner?(Please rank)

Agency PerspectivesResults provided by Traditional Advertising and Digital/Interactive Agencies

*Note: Majority of “Other” responses noted the agency team was responsible for driving initiatives

Agency View on Key Personnel

Who is responsible for driving online video initiatives for your clients?

Agency Confidence

How confident are you in your ability to recommend online video initiatives?

Agency Comparison: Confidence

How confident are you in your ability to recommend online video initiatives?

Agency: Impact of Budget Cuts

If you were to face budget cuts in 2009, which would be least likely affected?

Additional InformationPermissionTV, Inc.1601 Trapelo Rd, Suite 168Waltham, MA 02451

www.permissiontv.com(781) 419-9700