State of Video Marketing Benchmark Report - 2016

1. State of Video Marketing Benchmark Report - 2016 3 4 Introduction Executive Summary 6 13 33 37 The Importance of Video The Performance of Video Personalization and Account-Based Marketing (ABM) Analyst Bottom Line Table of Contents Hosting & Producing Video Content19 © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 2 26 Video Viewing Data Integration Video Content Budget30 State of Video Marketing – November 2016 41 Appendix: Survey Background Acknowledgements40

2. INTRODUCTION Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy. What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study. The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3State of Video Marketing – November 2016 INTRODUCTION Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy. What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study. The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3State of Video Marketing – November 2016

3. EXECUTIVE SUMMARY A majority of this study’s participants were in marketing roles in B2B or mixed B2B/ B2C organizations that reported revenue growth in the most recently completed fiscal year. Study data was collected only from participants that acknowledged using video as a form of marketing content. The analysis of this study’s data provides these key findings: !  Over 90 percent of the study’s participants share that video marketing content is becoming more important, a consistent three-year trend. !  More than half of the study’s participants produce 11 or more videos annually, with large companies representing the most prolific creators of video content. !  Video content is most commonly used on websites and with social media, and “Explainer” videos are the most common type in use. !  The average number of study participants saying that conversion performance for marketing video has stayed the same or gotten much better is 96 percent – consistent across all three years of this study. !  The ROI of video marketing has remained constant through three years of this study, with almost half of the participants saying it is getting better, while over one-fourth claim to not know the ROI. !  The use of advanced video measurements is at 14 percent, unchanged in all years of the study. Study participants that use advanced measurements also report that the ROI of their video is changing for the better at double the rate of those who report their ROI is unknown. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4State of Video Marketing – November 2016 EXECUTIVE SUMMARY A majority of this study’s participants were in marketing roles in B2B or mixed B2B/ B2C organizations that reported revenue growth in the most recently completed fiscal year. Study data was collected only from participants that acknowledged using video as a form of marketing content. The analysis of this study’s data provides these key findings: !  Over 90 percent of the study’s participants share that video marketing content is becoming more important, a consistent three-year trend. !  More than half of the study’s participants produce 11 or more videos annually, with large companies representing the most prolific creators of video content. !  Video content is most commonly used on websites and with social media, and “Explainer” videos are the most common type in use. !  The average number of study participants saying that conversion performance for marketing video has stayed the same or gotten much better is 96 percent – consistent across all three years of this study. !  The ROI of video marketing has remained constant through three years of this study, with almost half of the participants saying it is getting better, while over one-fourth claim to not know the ROI. !  The use of advanced video measurements is at 14 percent, unchanged in all years of the study. Study participants that use advanced measurements also report that the ROI of their video is changing for the better at double the rate of those who report their ROI is unknown. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4State of Video Marketing – November 2016

4. !  Almost half of the survey participants agree that having video viewing data about leads in the sales funnel is of great value, but less than one-third have integrated this data with sales and marketing systems. !  More than two-thirds of this study’s participants are increasing their budget for video content creation. !  When metrics are in use to show how video content performs, it’s twice as likely for video budgets to increase from year-to-year. !  Of the organizations in the study that are personalizing content, more than half are personalizing their video content. !  Video as a content type to support Account-Based Marketing is emerging, with less than 10 percent of participants currently using it. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY State of Video Marketing – November 2016 !  Almost half of the survey participants agree that having video viewing data about leads in the sales funnel is of great value, but less than one-third have integrated this data with sales and marketing systems. !  More than two-thirds of this study’s participants are increasing their budget for video content creation. !  When metrics are in use to show how video content performs, it’s twice as likely for video budgets to increase from year-to-year. !  Of the organizations in the study that are personalizing content, more than half are personalizing their video content. !  Video as a content type to support Account-Based Marketing is emerging, with less than 10 percent of participants currently using it. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY State of Video Marketing – November 2016

5. ACKNOWLEDGEMENTS Demand Metric is grateful to Vidyard for sponsoring this benchmarking study and for those participants that took the time to provide their input to it. About Vidyard If video is part of your marketing strategy, you need a way to measure its impact on revenue. As the world’s leading video platform for business, Vidyard can show you exactly how viewers interact with your videos. This means you can continuously improve your marketing strategy based on measurable results. Along with hosting your video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and engagement data you can push directly into your MAP and CRM. For more information, visit www.vidyard.com. About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 90,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 402016 State of Online Community for Customer Support – October 2016 ACKNOWLEDGEMENTS Demand Metric is grateful to Vidyard for sponsoring this benchmarking study and for those participants that took the time to provide their input to it. About Vidyard If video is part of your marketing strategy, you need a way to measure its impact on revenue. As the world’s leading video platform for business, Vidyard can show you exactly how viewers interact with your videos. This means you can continuously improve your marketing strategy based on measurable results. Along with hosting your video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and engagement data you can push directly into your MAP and CRM. For more information, visit www.vidyard.com. About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 90,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 402016 State of Online Community for Customer Support – October 2016

6. APPENDIX: SURVEY BACKGROUND This 2016 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through October 28, 2016. During this period, 319 responses were collected, 289 of which were complete enough for inclusion in the analysis. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Mostly or entirely B2B 54 percent "  Mostly or entirely B2C 11 percent "  Blend of B2B/B2C 27 percent "  Agency or studio 8 percent !  Primary role of respondent "  President, CEO or owner 13 percent "  Marketing 71 percent "  Sales 4 percent "  Other 12 percent !  Annual sales: "  $10 million or less 45 percent "  $11 to $25 million 17 percent "  $26 to $100 million 12 percent "  $101 to $500 million 12 percent "  $501 to $1 billion 8 percent "  Over $1 billion 6 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 412016 State of Online Community for Customer Support – October 2016 APPENDIX: SURVEY BACKGROUND This 2016 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through October 28, 2016. During this period, 319 responses were collected, 289 of which were complete enough for inclusion in the analysis. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Mostly or entirely B2B 54 percent "  Mostly or entirely B2C 11 percent "  Blend of B2B/B2C 27 percent "  Agency or studio 8 percent !  Primary role of respondent "  President, CEO or owner 13 percent "  Marketing 71 percent "  Sales 4 percent "  Other 12 percent !  Annual sales: "  $10 million or less 45 percent "  $11 to $25 million 17 percent "  $26 to $100 million 12 percent "  $101 to $500 million 12 percent "  $501 to $1 billion 8 percent "  Over $1 billion 6 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 412016 State of Online Community for Customer Support – October 2016

7. APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 19 percent "  Modest increase 56 percent "  Flat 19 percent "  Modest decline 5 percent "  Significant decline 1 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 422016 State of Online Community for Customer Support – October 2016 APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 19 percent "  Modest increase 56 percent "  Flat 19 percent "  Modest decline 5 percent "  Significant decline 1 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 422016 State of Online Community for Customer Support – October 2016