The State of Video Marketing Benchmark Report 2019

Resource Overview

Vidyard and Demand Metric have researched the state of video marketing on an annual basis since 2014. This report summarizes the results of the 2019 research survey, which examines what marketers are doing with video and how it is performing.

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Introduction

Not so long ago—although decades in internet years—marketing with video was an exception. It was expensive to produce, required special skills, and consumed a lot of bandwidth.

Today, video isn’t just a common form of content and a popular digital marketing channel, it’s preferred. As a content form, video continues to differentiate even though it’s now commonplace. It remains a fan favorite.

Amidst all the digital “noise” that clutters cyberspace, video attracts, engages, and converts better than the alternatives. As a content form and digital marketing channel, video has made significant advances in a short time.

Vidyard and Demand Metric have researched the state of video marketing on an annual basis since 2014. This report summarizes the results of the 2019 research survey, which examines what marketers are doing with video and how it is performing.

Because the video marketing landscape has changed since this study was first fielded, the current study has also evolved. New questions provide new data and views of the video marketing landscape. What hasn’t changed is the purpose of the report: To help marketers better understand how to leverage video and get the best possible return from their investment in it.

Table of Contents

  1. Introduction

  2. Key Takeaways

  3. The Video Marketing Landscape

  4. The Performance of Video

  5. Video Viewing Data Integration

  6. Producing and Hosting Video Content

  7. Video Content Budget

  8. Video Marketing Challenges and Satisfaction

  9. Analyst Bottom Line and Recommendations

Video will remain a tour-de-force in marketing’s content lineup. However, this study shows that most organizations aren’t doing all they can to leverage the full power of this content form.

Fortunately, the recommendations coming out of this study aren’t difficult, costly, or time-consuming to implement.

The marketers that take these recommendations will experience a measurable increase in video effectiveness and ROI.

Research Methodology

This 2019 State of Video Marketing Benchmark Study survey was administered online during the period of September 3 through September 28, 2019. During this period, 294 responses were collected, of which 170 were qualified and complete enough for use in the data 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.