Survey: Generational Differences Play a Role in Video Marketing Measurement

Most marketers agree that video is an important component of content marketing, but a new survey suggests that their opinions on advertising slightly differ by age group.

In the “Different Generations, Different Standards” report from Amobee and Turn, researchers surveyed agency executives and split them into two groups – under 30 years-old and over 30 years-old.

Just 33 percent of respondents under 30 believe that video ad spend will increase marginally in the future, while 90 percent of their counterparts said it will increase significantly. However, 84 percent of total respondents believe that video is the most effective medium to get a client’s brand message across.

In the near future, the majority (51 percent) believe that the ability to use new formats, such as 360-degree video, will get brands to increase their investment in online video. Approximately 50 percent said that better cross-channel attribution will lead to a rise in online video spend.

Optimizing Marketing Video Content

As marketers look for ways to provide more video ROI to their clients, brands may benefit from personalized content. 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 video efforts.

Timing the publication and promotion of videos appropriately may also increase their success. For example, the research discovered that the most popular viewing time is Wednesday between 7 a.m. and 11 a.m. PT.

In terms of platforms, 86 percent of business videos are still being viewed on desktop, while 14 percent are being watched on mobile devices.

“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.