Marketers Challenged to Deliver Better Video Experiences to Customers

As agency and brand marketers continue to develop video content, research suggests that they are still struggling to provide a better customer experience.

The “Advancing the Ad Experience” report from the FreeWheel Council for Premium Video (FWC) discovered that for the majority of agency and brand marketers (52 percent), creating a better ad experience is the biggest challenge when it comes to video. This was followed by inadequate measurement/cross-screen metrics (49 percent), ad blocking (46 percent) and managing/integrating big data (41 percent).

Approximately 71 percent of respondents said that their company’s creative departments should be responsible for making improvements to these numbers. Nearly 61 percent stated that it should be the media department’s responsibility, while 59 percent claimed that marketers should take on the role.

“It starts with the brand marketer, pushing for accountability and collaboration with their agency partners,” the researchers concluded in their report. “Aligning creative and media planning upfront to ensure synchronized execution, while investing in the appropriate level of creatives per screen will provide diversity to combat excessive frequency.”

Marketers Benefit from More Personalized Video Content

When it comes to making improvements to video content and ROI, previous research indicates that there’s value in personalization.

The “2017 Video in Business Benchmark Report” from Vidyard suggests that the average retention rate of personalized videos is 35 percent higher than non-personalized videos.

The report also discovered that 78 percent of businesses are utilizing video on their company websites, and 72 percent are publishing them on social media. Approximately 49 percent are delivering them on landing pages, and 36 percent are sending them in emails.

“While businesses still need to cater to all device types and screen sizes, there is more flexibility to take advantage of desktop features like larger screens and more advanced browsers to build more compelling experiences like interactive video or in-video forms,” wrote the authors of the report.