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The State of Video Marketing 2017

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This 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
- 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 read on!

Publié dans : Marketing
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The State of Video Marketing 2017

  1. 1. 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 2017
  2. 2. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending WHAT TO EXPECT FROM THE FINDINGS This 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.
  3. 3. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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
  4. 4. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending NOW IS THE TIME TO INVEST IN VIDEO MARKETING 43% 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%
  5. 5. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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.
  6. 6. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending MARKETERS USING VIDEO MARKETING AUTOMATION SOFTWARE ARE 5X MORE EFFECTIVE THAN THOSE WHO DON’T 80% 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
  7. 7. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending SUCCESSFUL VIDEO MARKETERS PREFER YOUTUBE FOR THEIR VIDEO CAMPAIGNS OVER ANY OTHER PLATFORM When 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
  8. 8. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending MARKETERS THAT USE PLACEMENT TARGETING ON YOUTUBE ARE 2X MORE LIKELY TO REPORT THEIR VIDEO MARKETING AS SUCCESSFUL Placement 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. EFFECTIVENESS VIDEO & CHANNEL INTERESTSDEMOGRAPHICS KEYWORDS TARGETING TACTICS
  9. 9. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending FAR AND AWAY, THE TOP CRITERIA FOR VIDEO MARKETING SOFTWARE IS INCREASING ROI & CAMPAIGN PERFORMANCE Increasing 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. ROI TARGETING ORCHESTRATION ROI is the #1 criteria
  10. 10. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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.
  11. 11. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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.
  12. 12. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending USAGE & EFFECTIVENESS
  13. 13. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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
  14. 14. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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)
  15. 15. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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 softwareI don’t know No - we do not have a strategy or solution 4% 27% 56% 13%
  16. 16. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending STRATEGY & ORGANIZATION
  17. 17. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending WHAT PLATFORMS ARE YOU USING FOR DIGITAL VIDEO MARKETING? YOUTUBE FACEBOOK OUR WEBSITE TWITTER DSP SNAPCHAT 62% 32% 35% 15% 74% 91%
  18. 18. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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
  19. 19. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  20. 20. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  21. 21. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  22. 22. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending TECHNOLOGIES & TEAMS
  23. 23. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  24. 24. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending WHAT GROUP IS RESPONSIBLE FOR DIGITAL VIDEO MARKETING? SEARCH & PERFORMANCE MARKETING CONTENT MARKETING SOCIAL MEDIA MARKETING DEMAND GENERATION 21% 14% 13% 24%
  25. 25. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending HOW MANY PEOPLE ARE ON YOUR MARKETING TEAM? 1-5 5-10 10+ 9% 10% 81%
  26. 26. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending BUDGETS & SPENDING
  27. 27. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  28. 28. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending WHAT PERCENT OF YOUR MARKETING BUDGET ARE YOU SPENDING ON DIGITAL VIDEO TODAY? 1-10% 11-30% 31-50% 51%+ 3% 6% 21% 70%
  29. 29. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  30. 30. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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.
  31. 31. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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%
  32. 32. Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending 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 GOOD TRAVEL FINANCIAL SERVICES GAMING SOFTWARE 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

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