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Growth of Video Content Marketing Eases, Survey Finds

About a quarter still can’t measure effectiveness

December 19, 2016 | Advertising & Marketing | Media Buying | Video

North American marketers are increasing their spending on video content marketing, but they appear to be a bit less bullish than last year.

Change in Digital Video Marketing Budget According to Marketers in North America*, 2015 & 2016 (% of respondents)

In October, Demand Metric and Vidyard surveyed 289 marketers about their video marketing objectives.

According to the survey, a majority of the respondents said they are upping spending at least somewhat for their video marketing this year. But the levels were down from 2015.

Most of the survey respondents worked for organizations in the B2B sector, where content marketing is a common tactic. According to a November 2016 survey by Bizible, Heinz Marketing, Radius, ReachForce and Uberflip, more than 80% of B2B marketers use content marketing to acquire customers.

Although the use of video content marketing is widespread and growing, marketers still struggle to measure its effectiveness. Nearly half of the respondents of the Demand Metric/Vidyard survey said that ROI is improving but a quarter said they don’t know what the returns are.

One subtle shift uncovered in the Demand Metric/Vidyard survey was that slightly fewer marketers said they were featuring video on their websites this year. The percentage slipped to 78% in 2016 from 81% in 2015. The same pattern could be seen for most other channels.

—Danielle Drolet

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