The 2016 State of Video Marketing

Resource Overview

In its third year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.



Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.

What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.

The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.


Table of Contents

  1. Introduction
  2. Executive Summary
  3. The Importance of Video
  4. The Performance of Video
  5. Hosting & Producing Video Content
  6. Video Viewing Data Integration
  7. Video Content Budget
  8. Personalization and Account-Based Marketing (ABM)
  9. Analyst Bottom Line
  10. Acknowledgements

  11. Appendix - Survey Background


Research Methodology

This 2016 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through October 28, 2016. During this period, 319 responses were collected, 289 of which were complete enough for inclusion in the analysis. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.