Over a third (34%) of marketers are making use of Facebook’s live streaming options, creating in-the-moment videos that allow viewers to react in real-time. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Online videos are particularly of interest to younger demographics with 66% of teens (13-19-year-olds) and 56% of tweens (8-12-year-olds) in the US reporting that they watch videos online every day. This represents huge increases in video viewing for these age gaps compared to 2015. Measuring the Effectiveness of Video Ad Campaigns The body of research on video ad metrics is still limited. The Video Advertising Bureau is the leading authority on the quality and value of ad-supported TV and professionally produced video as it is distributed and viewed on every screen and device. The survey findings showed 41 percent of respondents believe online video ads are more effective than TV, while 31 percent claimed they are as effective. © 2020 Third Door Media, Inc. All rights reserved. With videos being a great way to share product information, utilizing them throughout the buyer journey can help to further qualify B2B sales leads. In this post I review some ….. What are the essential parts of a digital transformation plan? In terms of those marketers who aren’t currently using videos, 59% expect to start doing so this year. In 2011, 25.6 percent said a majority; in 2014, that number grew to 48.3 percent. << /Length 5 0 R /Filter /FlateDecode >> For advertising to be "effective," it must be: - Memorable - Resonate with consumers by ringing true and delivering a personally meaningful message, even if … As a result, 57% of marketers now use live video within their strategies. %��������� A good set of digital marketing goals covers a range of different measures to help set, review and control ….. We asked agencies what portion of your RFPs include a video ad component. ��>�h���lV���r}�� �v�,6���0�C��Ջ� Share it with us on Facebook, Twitter or our LinkedIn Group. November 2, 2017 | Advertising. In order to stand out from competitors, you should make sure you understand consumer expectations around video, as well as the big video marketing trends for 2020. Need a plan to create a winning marketing strategy, fast? Examples of applying the Pareto principle to marketing The 80:20 rule, equally well known as the Pareto principle, is widely used and abused in business, but how does it apply to marketing and digital marketing? Well, according to 88% of marketers, video marketing provides them with positive ROI. Although the common feeling is that consumers’ attention spans are getting shorter, it seems that this isn’t the case when it comes to video advertising. When asked which metric was most important for measuring a digital video campaign’s success, 20 percent of BrightRoll’s respondents said completed views, while only four percent named sales impact. Despite the fact that so many of us consume online videos on a daily basis, many marketers still aren’t using video as part of their digital marketing strategy or aren’t seeing the best results. Sixty percent said they expect the largest increase in digital media spend will be on mobile, with 79 percent of the survey participants saying they will likely spend video ad budgets on tablets. In terms of the ideal qualities that consumers look for in order for videos to be valuable to their decision-making process, 48% want videos to reflect the specific products and services they own or are interested in. Set the right goals for digital marketing using the 5Ss Do your set of goals for online marketing cover all the bases? ���/������ ~�b��o��?|��w�`�8%�j�������zq1@������u������kO�x��a��\R�S��������� �w�5��)�U��c���a�[.�c���ݟ���>|z������___�t�������� '5}Q���^��c����by!4���:K����~���߬��ǔ/6�ݱ�����*���=2��7�#q��Y/v���f�Y�x��CI��嫫_�c���jDn�9o�s�3�m���������/�����s� /q�+��/�H|�/�����a`~�ءN�~h The second most popular ad length during this quarter was 15 seconds, accounting for 32% of ads. Instagram is the second most popular option, with 13% creating live videos on the platform. In order to inform your marketing strategy and help you get the best possible ROI from campaigns, we’ve compiled some video marketing statistics that could help you get to grips with video. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. Staff authors are listed here. It’s also worth noting that 22% of B2B organizations are interested in exploring the opportunities provided by podcasting and live streaming, suggesting that there may be opportunities in these areas too. However, they may not be effective for every type of business, so it is worth assessing what your competitors are doing and researching what your audience wants. A further 43% want interactivity, with the ability to decide what information they want to view and when they want to view it. On top of this, 95% of these marketers expect to increase or maintain their current spend on video marketing. A digital transformation plan is a strategic, long-term plan focusing on integrated digital media channels, implementation of new technologies, and smart, digital ways of working. �@�����{��'V)��ƨ��^�����! This has grown from 78% in 2015, showing that the importance of video is only growing. As well as being entertaining, videos can form an important part of a consumer’s decision-making process. While this shows that video needs to form part of your digital marketing strategy, it also means there will be a lot more competition to deal with. }�G޾����}ws�!�_�|��/��_����WOq�Z^,���|��;��z?���w/��׷ןn�����W�o Download our Individual Member Resource – Video and YouTube marketing guide. Just 1% of video ads in the same period were six seconds long, with another 1% being 60-second ads. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. '��I��`����~����{.��T�~dV��9(Y�#�j���[����:����� �q��0�O��� �l����a�i 5Ԁ�+�H�Z) ��Z�Xڠ�b��\�y =a�t&S���"B�����g���`?I`e��13�osz&r�zvF�_�d��0���)�T�=���s5]�e�Pb8n�h�'A� ��I��"���ʕ^0��b�9���MA��]i��>T_|q)�Dk���� cU. However, in order to get a customer to convert after watching a video, you need to ensure you are meeting their expectations. This fast-expanding supply of audiences is fuelling rapid growth in demand from advertisers, making online video the fastest-growing digital channel by advertising expenditure.”. So what is it that makes video so important? Your privacy means the world to us. Access the Video and YouTube marketing guide. 4 0 obj When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now. Learn more by viewing our, agency survey conducted by Strata Marketing, The Cookie Crumbles: What’s Next for B2B Personalization, The 2020 Small Business Buyer’s Guide to Local Marketing Software, Local Business Guide to Digital Transformation, Essential Data Connectivity: IT Hacks for Your Martech Stack, 3 Data-Driven Ways to Capture More Demand in Today’s Environment, Unlock Business Growth With Compelling Product Experiences, Local Marketing Solutions for Multi-Location Businesses, Enterprise Digital Asset Management Platforms. Over 70% of marketers claim that video produces more conversions than any other content. Video marketing isn’t easy, but when done well there’s no better way to convert viewers into customers. As well as more brands looking to utilize videos, consumers are now watching more videos than ever before. Our guide to video marketing will help you grow your business online using video content and video platforms. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. In 2020, 92% of marketers say that video is an important part of their marketing strategy. Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Fifty-six percent of the agencies surveyed said their clients view digital video’s targeting capabilities as the most valuable aspect of video advertising, far out-weighing other aspects like reach (20%) and ad unit format (7%). What is the most important success metric for your digital video campaigns? Ads convey a message to the viewer and the key metric for ad e↵ectiveness that is widely used in the media industry is ad completion rates. Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing using 5Ss! Being entertaining, videos can form an important part of a consumer ’ s process. 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