video marketing survey

Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending

Know what happened in 2016. Plan to win in 2017.

THE STATE OF VIDEO MARKETING 2016


WHAT TO EXPECT FROM THE FINDINGSThis year marks the first edition of The State of Video Marketing survey. We’ve surveyed 78 marketing thought leaders from start-ups to Fortune 500 enterprises about their video marketing efforts and asked them to share their plans for the coming year. This report is a reflection of marketers from organizations with varying levels of experience, budgets, and strategies. The responses will help you discover what’s working for your peers, how to avoid common mistakes, and help you take your video marketing to the next level. The survey results sheds light on:

‣ Differences between highly effective vs. less effective video marketers

‣ Preferred marketing platforms used for video distribution

‣ Marketers’ top challenges with video marketing

‣ Expected spending trends for 2017

‣ And much more

At Brite Content, we’re dedicated to supporting smart marketers like you to harness the power of video marketing to connecting with customers. Our mission is to streamline video marketing to enable marketers to tell their story more effectively. We believe the best way to excel starts with knowledge and data - which can be found in this report. Better video marketing starts here. So let’s read on.


VIDEO IS TAKING OVER.

An overwhelming 96% of participants invested in video marketing in 2016! It’s no surprise that 30% of participants reported spending $500,000+ on video marketing production and promotion in 2016. This means

marketers are finding video to be a valuable storytelling medium to connect with customers.

9.6 out of 10 marketer’s invested in video in 2016!

Almost 30% are spending over $500,000/ year on video marketing


NOW IS THE TIME TO INVEST IN VIDEO MARKETING43% marketers believe their organization is effective in video marketing and 63% of marketers surveyed plan to increase their investment in video marketing in the coming year. The average budget increase sits around

11%. Many respondents who manually perform the steps of video marketing (plan, execute, optimize, and report) intend to invest in software to automate the tedious and complex tasks associated.

OF MARKETERS

Report their organization is effective

at video marketing

43%OF MARKETERS

Plan to increase video investment

in 2017

63%


9 OUT OF 10 EXECUTIVES HAVE ALREADY BOUGHT INTO VIDEO MARKETING

When asked about challenges surrounding video marketing, few marketers get push back from the top. This indicates wide acceptance and understanding that video presents a large opportunity to

captivate and influence customers.


MARKETERS USING VIDEO MARKETING AUTOMATION SOFTWARE ARE 5X MORE

EFFECTIVE THAN THOSE WHO DON’T80% of respondents who reported to be effective at video marketing are using video marketing automation

software. The average ROI of effective marketers using software is 5X greater than those who don’t use software.

EFFECTIVENESS

MARKETERS WHO USE A MANUAL APPROACH

MARKETERS THAT USE SOFTWARE

5X


SUCCESSFUL VIDEO MARKETERS PREFER YOUTUBE FOR THEIR VIDEO CAMPAIGNS

OVER ANY OTHER PLATFORMWhen polled about which platforms they are actively using, more than 90% of effective marketers reported

using both YouTube and Facebook platforms for video marketing. Smart marketers reach over 85% of the total market through these two social video platforms.

YOUTUBE 96%

FACEBOOK 93%

ON-SITE 68%

TWITTER 53%

DSPs 42%

SNAPCHAT 21%On- Site DSP


MARKETERS THAT USE PLACEMENT TARGETING ON YOUTUBE ARE 2X MORE LIKELY TO REPORT

THEIR VIDEO MARKETING AS SUCCESSFULPlacement targeting, using specific videos or channels on YouTube is the most effective way to target. 59% of successful video marketers rely on video placement targeting. Placement targeting is the most precise way to

target the right customer, with the right message, at the right time on YouTube.

EFFE

CTI

VEN

ESS

VIDEO & CHANNEL

INTERESTSDEMOGRAPHICS KEYWORDS

TARGETING TACTICS


FAR AND AWAY, THE TOP CRITERIA FOR VIDEO MARKETING SOFTWARE IS INCREASING ROI &

CAMPAIGN PERFORMANCEIncreasing ROI and business performance tops the list of criteria for successful marketers.

Smart marketers are looking to software to increase conversion rates, increase efficiency, and scale video marketing.

ROITARGETING

ORCHESTRATION

ROI is the #1 criteria


WHERE DO WE GO FROM HERE?

Win at video marketing by choosing the best next step for you. You can: get a demo, begin a pilot, or see a competitive analysis.


FINDINGS DEEP DIVE

Now that you have a better idea of how successful marketers are using video to help them market their products and the characteristics of a successful video marketer, we want to

delve a little more deeply into our respondent’s maturity level with video, their strategy, their teams, and budget plans for video marketing.

The remaining slides cover the raw survey results and expose some really interesting data about video marketers.


USAGE & EFFECTIVENESS


WOULD YOU CONSIDER YOUR ORGANIZATION TO BE EFFECTIVE AT VIDEO MARKETING?

*Effectiveness is self-reported by survey participants

10%

19%

27%

32%

12%

Very Effective

Effective

Not Sure

Somewhat

Not Effective at all


HOW WOULD YOU DESCRIBE YOUR ORGANIZATION’S VIDEO MARKETING MATURITY LEVEL?

SOPHISTICATED

MATURE

ADOLESCENT

YOUNG

FIRST STEPS

NOT DEVELOPED 1%

25%

53%

20%

1%

1%

2%

13%

47%

35%

Effective Non-Effective

*Effectiveness is defined as accomplishing your overall marketing objectives, or the goals you’ve set for video specifically)


DOES YOUR ORGANIZATION HAVE A VIDEO MARKETING STRATEGY/SOLUTION?

Yes - but it’s manual planning, set-up, execution, optimization and reporting

Yes - we use video marketing automation software I don’t know

No - we do not have a strategy or solution

4%

27%

56%

13%


STRATEGY & ORGANIZATION


WHAT PLATFORMS ARE YOU USING FOR DIGITAL VIDEO MARKETING?

YOUTUBE

FACEBOOK

OUR WEBSITE

TWITTER

DSP

SNAPCHAT

62%

32%

35%

15%

74%

91%


DO YOU HAVE EXPERIENCE RUNNING TRUEVIEW ADS ON YOUTUBE?

I know what they are, but we haven’t used them

No - I’ve never heard of it

Yes - We did a test campaign, but no campaigns are active today

Yes - we run TrueView ads regularly

36%

17%

20%

27%

*TrueView format is skippable pre-roll ads


WHAT TARGETING TACTICS DO YOU USE ON YOUTUBE? (MULTIPLE SELECT)

KEYWORDS

INTERESTS

GEOGRAPHIC / DEMOGRAPHIC

TOPICS

PLACEMENTS

1ST PARTY DATA

CUSTOMER EMAIL LIST

PERSON

30%

31%

40%

52%

64%

67%

73%

21%


WHAT DO YOU USE VIDEO MARKETING FOR?

AWARENESS - FILL TOP OF THE FUNNEL

ENGAGEMENT - GET CUSTOMERS TO TAKE ACTION

CONVERSION/ACQUISITION - CONVERT CUSTOMER TO REVENUE

LEAD NURTURING - MOVE POTENTIAL CUSTOMERS DOWN THE FUNNEL 29%

46%

62%

91%


WHAT CHALLENGES ARE HOLDING YOU BACK IN DIGITAL VIDEO MARKETING?

HARD TO MEASURE ROI

LIMITED IN-HOUSE EXPERTISE

DON'T HAVE TEAM - TOO MUCH MANUAL WORK

DON'T HAVE BUDGET

DON'T HAVE GOOD VIDEO CONTENT

DON'T HAVE EXECUTIVE BUY-IN ON VIDEO MARKETING

44%

29%

10%

34%

43%

37%


TECHNOLOGIES & TEAMS


RANK THE MOST IMPORTANT CRITERIA FOR EVALUATING A VIDEO MARKETING PLATFORM

ADVANCED TARGETING

PERFORMANCE MARKETING / ROI

CAMPAIGN MANAGEMENT & ORCHESTRATION

REPORTING & ANALYTICS

VIDEO CONTENT SEQUENCING

PROFESSIONAL SERVICES (MANAGED CAMPAIGNS) 2.26%

4.1%

3.9%

2.41%

4.33%

4%


WHAT GROUP IS RESPONSIBLE FOR DIGITAL VIDEO MARKETING?

SEARCH & PERFORMANCE MARKETING

CONTENT MARKETING

SOCIAL MEDIA MARKETING

DEMAND GENERATION

21%

14%

13%

24%


HOW MANY PEOPLE ARE ON YOUR MARKETING TEAM?

1-5

5-10

10+ 9%

10%

81%


BUDGETS & SPENDING


HOW MUCH DID YOUR ORGANIZATION SPEND ON VIDEO MARKETING IN 2016?

* Spend reported includes total investment in video production and promotion only. It does not include employee or staff costs.

$1-10K

$11-50K

$51-100K

$101-500K

$501K+

WE DID NOT SPEND

I DON'T KNOW 22%

3%

23%

15%

9%

13%

15%


WHAT PERCENT OF YOUR MARKETING BUDGET ARE YOU SPENDING ON DIGITAL VIDEO TODAY?

1-10%

11-30%

31-50%

51%+ 3%

6%

21%

70%


HOW MUCH DID YOUR ORGANIZATION SPEND ON MARKETING TECHNOLOGY SOFTWARE IN 2016?

$1,000-$10,000

$11,000-$50,000

$51,000-$100,000$101,000-$500,000

$501,000+

We didn’t spend on Marketing Technology

9%

17%

29% 14%

17%

14%


DO YOU ANTICIPATE A CHANGE IN SPEND ON VIDEO MARKETING TECHNOLOGY IN 2017?

7%

34%

4%7%

21%

26%

Increase by 1-10%

Increase by 31-50% Increase by 51%+

Keep the same spend

Spend Less

Increase by 11-30%

*Spend reported includes investment in video marketing technologies only. It does not include other marketing tech.


PROFILE OF A BEST-IN-CLASS VIDEO MARKETER

Most Effective Average Least Effective

Plans to increase video marketing budget in 2017 70% 44% 67%

Uses placement targeting on YouTube 59% 29% 25%

Actively runs YouTube video campaigns today 50% 50% 0%

Spends over $100K a year on video marketing 45% 27% 0%

Believes ROI / Performance is the most important criteria when evaluating a video marketing platform 26% 57% 42%

Uses software to drive results for their video marketing 24% 7% 0%

Percentage of total marketing budget allocated to video marketing 15% 16% 5%


WHO TOOK THE SURVEY?

MARKETING & ADVERTISING

3%6%

3%

20%

15%3%

27%

3%4%

5%4%

3%3%

INSURANCE

CONSUMER TECH

CPG

EDUCATION

ENTERTAINMENT

NON-PROFIT

SPORTING GOODTRAVEL

FINANCIAL SERVICES

GAMINGSOFTWARE

RETAIL

31%

27%

42%

SMALL LARGE

MEDIUM

COMPANY SIZE* VERTICAL

*Company size based on employee count. 1-200 = Small; 201-2,000 = Medium; 2,001+ = Large