Marketers See Improvements in Video Content ROI in 2017

As marketers increasingly use video marketing to reach their target audience, they are seeing more success and a greater return on investment.

The “State of Video Marketing 2017” report from Vidyard and Demand Metric discovered that 44 percent of marketers have improved their video marketing ROI this year. Marketers also appear to be benefiting from utilizing advanced metrics when measuring ROI. Approximately 71 percent of respondents reporting video ROI use advanced metrics, an additional 22 percent use intermediate metrics.

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“The use of advanced metrics is a prerequisite to achieving the greatest impact and highest ROI from video marketing efforts,” wrote the authors of the report.

The most common type of video created by marketers is for products (63 percent). This is followed by demos (59 percent) and explainer videos (54 percent).

About 24 percent of large companies use video marketing in their emails. The majority (85 percent) place them on their website. Social media (71 percent), YouTube (68 percent) and landing pages (62 percent) are also popular places for marketing video content.

Video Marketers Grow More Confident in Social Content

Earlier this year, research hinted that marketers were becoming more optimistic about the performance of their video content, particularly on social media.

According to a survey conducted by Wochit, 75 percent of marketers who published social video content were optimistic about generating revenue this year. About 76 percent claimed that they would be increasing the number of videos they produced as the year went on.

In addition, approximately 61 percent of respondents stated that they were considering expanding their distribution networks.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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