Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of communications for marketing purposes and is an increasingly important piece of the online marketing mix. Few marketers have doubted the efficacy of video; the problem in deploying it has been on the production side, both cost and technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever. But what will be the most challenging obstacles to video marketing success in the year ahead and how will marketers overcome them? To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compares the strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. To obtain this document, visit us at http://www.demandmetric.com/register

1. © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.
Benchmark Report
Video Marketing:
Sponsored By:

2. TABLE OF CONTENTS
3
4
5
6
7
8
Executive Summary
Achieving Revenue Goals
Video Marketing Objectives
Current Video Marketing Success
Obstacles to Video Marketing Success
Video Marketing Budget
12
14
15
Video Optimization Tactic Effectiveness
About Brightcove
About Demand Metric & Ascend2
10
11
Channel Effectiveness for Videos
Usage of Video Optimization Tactics
16Usage of Channels for Video Distribution Appendix – Survey Background9
13 Usage of Video Campaign Resources

3. EXECUTIVE SUMMARY
Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a
document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of
communications for marketing purposes and is an increasingly important piece of the online marketing mix.
Few marketers have doubted the efficacy of video; the problem in deploying it has been on the production side, both cost and
technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever.
But what will be the most challenging obstacles to video marketing success in the year ahead and how will marketers overcome
them?
To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398
marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing
their valuable insights with you.
The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compares the strategies
and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not.
This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation
materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as
published.
- Jerry Rackley, Chief Analyst – Demand Metric

4. 11%
42%
47%
Revenue Goal Achievement
Exceeding revenue
goals
Achieving revenue
goals
Not achieving revenue
goals
ACHIEVING REVENUE GOALS
This report compares the video marketing strategies
and practices of companies that are achieving or
exceeding their revenue attainment goals with those
that are not.
The survey response data charted in this report represent
these segments.
Figure 1: Revenue Goal Achievement
Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398

5. 17%
29%
26%
33%
39%
40%
40%
51%
18%
25%
26%
32%
39%
39%
40%
44%
0% 20% 40% 60%
Increase direct sales
Increase conversion rate
Improve lead nurturing
Increase website traffic
Improve customer education
Increase lead generation
Increase online engagement
Increase brand awareness
Most Important Video Marketing Objectives
Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals
VIDEO MARKETING OBJECTIVES
Figure 2: Most Important Video Marketing Objectives for the Upcoming Year
Video Marketing Benchmark Survey, Demand Metric and Ascend2, March 2014, n=398
Increasing brand awareness is the most common objective
for video marketing, and it is one that matches the
capabilities of the medium well: video is engaging and
compared to other mediums or channels, is usually
more memorable.
Following close behind “increase brand awareness” are
objectives to increase online engagement and lead
generation, then improve customer education.
There is little difference in their rankings and virtually no
difference based on revenue attainment. In fact, the
objectives don’t significantly change for either revenue
goal attainment status.
For these top objectives, awareness and engagement are
difficult to attribute to revenue but it’s much easier for lead
generation. Ironically, increasing direct sales ranks
lowest, but it’s an indirect result of every other
objective listed in this chart.

6. ABOUT BRIGHTCOVE
Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products that
revolutionize the way organizations deliver video experiences.
The company's products include Video Cloud, the market-leading online video platform, Zencoder, a leading cloud-based media
processing service and HTML5 video player technology provider and Once, a cloud-based ad insertion and video stitching
service.
Brightcove has more than 6,100 customers in over 70 countries that rely on Brightcove cloud content services to build and operate
video experiences across PCs, smartphones, tablets and connected TVs.
For more information, visit www.brightcove.com.

7. ABOUT DEMAND METRIC & ASCEND2
About Demand Metric
Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing
professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies,
consulting methodologies, training, and a library of 500+ practical tools and templates. Using Demand Metric resources, members
complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify
needed resources. Our 1,000+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn
more about Demand Metric, please visit: www.demandmetric.com.
About Ascend2
Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing
professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and
analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop
additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com.
To read the rest of this Benchmark Report, become a Demand Metric member today!