As more marketers continue to increase their ad spend on video market as a means to reach their target audience, they are experiencing more success and big returns on investment with this format. The “State of Video Marketing 2017” report from Vidyard and Demand Metric revealed that 44 percent of marketers have improved their video marketing ROI this year. Advertisers also seem to be reaping benefits from employing advanced metrics while measuring ROI. About 71 percent of respondents from the study reported video ROI using advanced metrics, an additional 22 percent used intermediate metrics.
“The use of advanced metrics is a prerequisite to achieving the greatest impact and highest ROI from video marketing efforts,” wrote the authors of the report.
According to the report, the most common type of video that advertisers create is to showcase their products which coves about 63 percent. This is closely followed by campaigns that show demos which cover 59 percent while explainer video come in third with 54 percent.
About 24 percent of big companies use video marketing in their emails. A big share of these, about 85 percent, run them on their websites. Social media which takes up 71 percent, video sharing platform YouTube with 68 percent and landing pages covering 62 percent are also popular places for marketing video content to audiences.
Earlier this year, a study conducted revealed that advertisers were becoming more optimistic when it came to video ads performance and in particular over social media platforms. According to a survey conducted by Wochit, 75 percent of marketers who published social video content were optimistic about generating revenue this year. About 76 percent claimed that they would be increasing the number of videos they produced as the year progressed on. Moreover, 61 percent of the respondents said that they were thinking about expanding their distribution networks.
