Report: Personalized Video Content is Proving Valuable for Businesses

Recent research indicates that delivering personalized video content can yield positive results for marketers.

The “2017 Video in Business Benchmark Report” from Vidyard found that the average retention rate of personalized videos is 35 percent higher than non-personalized videos.  Additionally, data shows that the most popular video viewing time is Wednesdays between 7 a.m. and 11 a.m. PT.

About 78 percent of businesses using video do so on their websites, and 72 percent are utilizing it on social media. Forty-nine percent publish them on landing pages, and 36 percent exhibit them via email.

The researchers also discovered that 86 percent of business-related video views are still occurring on desktop vs. 14 percent on mobile.

“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.

Trends in Marketing Video Content Viewership

Previous research published in the fall of 2016 showed that customers were most open to video marketing early in the day.

In the “Publisher’s Guide to the Universe” from YuMe, customers appear to be most receptive to marketing videos between 3 a.m. and 9 a.m. However, video viewing reached its peak between 5 p.m. and 11 p.m., according to the research.

In terms of the devices used to watch marketing videos, Millennials were the most likely to utilize a smartphone to watch the content, and they often do so in the evening.