For the past four years I’ve been dedicated to the video marketing scene and it’s been one heck of a journey so far. I love getting to talk to marketers in the B2B space who want to connect their videos to ROI, and it gets me really fired up to see the category take off the way it has.
In just a short time the conversation around online video has shifted from simply finding ways to host video content, to a discussion about how to get the most out of your overall investment in video.
Today’s marketer wants the data behind the initiatives they’re running to make better, informed decisions. Ultimately, you want to know your videos are working based on quantifiable metrics, not just watch a view count increase because, historically, a view count alone hasn’t really been able to tell you much.
As we’ve discovered, you can’t market to unknown video viewers – but you can use the tools available to discover who your viewers are and start catering to their specific content needs to remove any friction in the sales funnel.
The Demand for Video Assets
Even though marketers experimenting with the medium are still discovering how to make the most out of video assets, there’s a definite understanding that you need video content to satisfy customer expectations. No matter how many times I see them, the recent stats on the demand for video are exciting:
- According to a semi-annual report from Adap.tv and Digiday, 86% of brands will increase their video ad spend in the next year alone.
- 61% of young executives say they will rely more heavily on business-class video in the next 5-10 years, and
- By 2017, online video will make up nearly 70% of consumer Internet traffic
Where’s it All Going?
Based on this growth, video marketing is a very healthy industry and there’s been a lot of progress when it comes to how companies consider content marketing and the related assets.
I’m often asked to share my thoughts on the current state of the industry, so this week I put together a short SlideShare about both the current trends and a few of my predictions for the future:
What’s very clear is that technology is changing the possibilities in our industry. Modern browsers provide tons of flexibility with respect to how video is displayed and, with interactive components emerging, there’s now more ways to customize video on your website. This means that, in terms of optimization, marketers have a lot to consider when it comes to the experience they choose to offer on their site. Choosing the most engaging video experience – an experience similar to what a media company would provide – allows you to stand out in your industry as a leader and I’m seeing a lot of best-in-class B2B marketers start to move in that direction.
Looking to the future, I’m certain video marketing platforms are going to play a major role in how marketers manage and assess the performance of their content. High quality video can deliver a return on investment and I’m thrilled to play a part in the industry; uncovering the data behind what once seemed very mysterious.
What are Your Predictions?
What do you think about how we approach video now versus two or three years ago? Do you consider your video marketing assets differently? Are you hiring individuals with media experience to manage and deliver your video content in a dedicated experience on your site? Let me know and start the discussion below. I’ll check back and join in!
Michael is the CEO and Co-Founder of Vidyard. In addition to growing Vidyard’s success, he is actively involved in the technology sector, acting as a mentor to various early stage companies.
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