Table of Contents23
28
32
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1583Introduction
Executive Summary
The Importance of Video
The Performance of Video
Video Viewing Data Integration
Video Content Production & Budgets
Satisfaction with Video Marketing Results
Analyst Bottom Line
Acknowledgements
Appendix: Survey Background
the state of
VIDEO MARKETING
2018
THE STATE OF VIDEO MARKETING 2018 3
Introduction
2018
THE STATE OF VIDEO MARKETING 2018 4
For far too long, the emphasis on video content marketing has been on
production quality; the higher the quality, the more marketing value a
video is presumed to have.
While quality is certainly an important aspect of video content, producing
quality video does not guarantee success.
Success is very much a function of how well video content and viewing
data integrate with the marketing technology stack, and how the sales
team leverages the intelligence gathered.
For this ffth annual video content marketing report, Demand Metric and
Vidyard partnered on research to better understand the use of video
in sales and marketing, how performance is being measured, and what
impact video is having.
This study’s focus is on the use of video in marketing, the maturity indi-
cators such as measuring video content performance, and how video
viewing data is integrated with marketing automation platforms (MAP)
and customer relationship management (CRM) systems.
These study results provide insights and data useful for helping
marketers get the highest possible return on their video content
investment.
INTRODUCTION。