Video Marketing Benchmark Report

Resource Overview

In a April 2014 study sponsored by Brightcove, Demand Metric partnered with Ascend2 to identify how marketers will be pursuing video marketing success in the upcoming year.


Executive Summary

Marketers have been told for decades that the dominant learning style is visual. Give most people a choice between reading a document and viewing a video, they’ll choose the latter. For this reason, video is currently the most engaging form of communications for marketing purposes and is an increasingly important piece of the online marketing mix.

Few marketers have doubted the efficiency of video; the problem in deploying it has been on the production side, both cost and technical skill. The good news for marketers: the barriers to effective video marketing are lower now than ever.

To find out, Ascend2 and our Research Partners fielded the Video Marketing Survey and completed interviews with 398 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you.

The charts in this edition of the study, titled the Video Marketing Benchmarks by Revenue Attainment, compare the strategies and practices of companies that are achieving or exceeding their revenue attainment goals with those that are not.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Achieving Revenue Goals
  4. Video Marketing Objectives
  5. Current Video Marketing Success
  6. Obstacles to Video Marketing Success
  7. Video Marketing Budget
  8. Usage of Channels for Video Distribution
  9. Channel Effectiveness for Videos
  10. Usage of Video Optimization Tactics
  11. Video Optimization Tactic Effectiveness
  12. Usage of Video Campaign Resources
  13. About Brightcove
  14. About Demand Metric & Ascend2
  15. Appendix - Survey Background


Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Video Marketing Benchmark Report was administered online in March 2014. During this period, 398 responses were collected that were qualified and complete enough for inclusion in the analysis.