34% of Marketers Only Have ‘Basic’ Video Effectiveness Measures in Place

Video continues to grow as an asset for marketers, but new research suggests that not everyone has metrics in place to gauge the effectiveness of this form of content.

Vidyard recently published its “2021 Video Benchmark Report,” and statistics showed that overall, the majority of marketers (34%) only have “basic” video content effectiveness measures in use. About 32% said they have “intermediate” video content effectiveness measures in place, while 27% admitted they have nothing at all.

About 65% of marketers highlighted the importance of accessing video-viewing data to qualify leads, engage prospects and influence deals, according to the authors of the report. Last year, 73% of companies said they’re using some form of video analytics.

The Continued Growth in Video Marketing

Despite the challenges associated with attribution and video content, previous research indicates that this form of content will likely be a mainstay for some time to come.

Wyzowl conducted “The State of Video Marketing 2021,” and data suggested that more than 99% of marketers who use video for as part of their content marketing programs will continue to do so throughout the remainder of the year. About 96% will either increase (67%) or maintain (29%) their spend in this area.

Back in 2016, approximately 61% of marketers said they use video as a marketing tool. This has risen to 86% as of 2021, and the researchers behind the report maintain that there still remains potential for growth.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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