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Survey Gives Nod to Video Conversion Rates

3 Sep, 2014 By: Doug McPherson

KITCHENER, Ontario, Canada – A new report contends 71 percent of marketers say their video content’s conversion performance is either somewhat or much better than other types of marketing content.

The study, from video marketing and analytics platform Vidyard, asked marketers if they believed their video marketing ROI was getting better, staying the same or declining. Nearly half of the survey respondents claim video content ROI is improving.

Other findings include:

  • 86 percent say they are measuring video content engagement rates, but the majority are only analyzing basic metrics like views and shares
  • 34 percent are tracking more intermediate metrics such as average viewing duration
  • 14 percent use advanced engagement metrics, including views by embed location, viewer drop-off rates, viewing heat maps and attribution to sales pipeline
  • 95 percent rate the importance of video as becoming somewhat more, or far more, important in terms of marketing and sales content
  • 69 percent of the survey participants say they plan to increase video content budgets

The survey also examined how much video content is being produced, as well as preferred hosting locations, with 46 percent of respondents currently hosting video content on their websites in addition to external video platforms like YouTube. A quarter say they are creating fewer than five videos per year; 17 percent claim their organizations produce more than 50 videos per year; and 32 percent produce between 11 and 50 videos a year.

Marketing research firm Demand Metric conducted the poll and Vidyard sponsored it. It includes survey data from 235 respondents representing business-to-business, business-to-consumer and agency organizations.

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