Video Content Metrics Benchmark Report

© 2014 Demand Metric Research Corporation. All Rights Reserved.
Benchmark Report
Video Content Marketing:
Sponsored By:

TABLE OF CONTENTS
3
5
7
10
15
21
Introduction
Executive Summary
The Importance of Video
The Performance of Video
Hosting & Producing Video Content
Video Content Budget
30
32
33
Acknowledgements
About Demand Metric
Appendix – Survey Background
23
28
Video & The Sales Process
Analyst Bottom Line
31 About Vidyard

INTRODUCTION
In the pantheon of marketing content types, video enjoys a favored position and for very good reason: people prefer video
content to other, static types of content.
There’s no shortage of evidence that video is more engaging, enjoys greater retention and is more widely shared. The
cost of producing quality video continues to drop, helping establish it as a mainstream form of content.
As a content type, video currently enjoys a certain cachet. People will choose to consume it simply because it is video. This
drawing power has caused many marketers to worry less about effectiveness metrics and just operate under the
assumption that because content is delivered in video form, it is good and it works.
But as the content marketing herd continues to stampede toward video, it will lose some of its novelty simply because
everyone is doing it. The day is coming soon, and perhaps has already arrived, when it’s no longer enough to present video
content to an audience. Some metrics are needed to understand viewing behavior and to link those metrics to leads in the sales
and marketing funnel.
In a study sponsored by Vidyard, Demand Metric conducted a survey to explore several aspects of video marketing
and the emerging role of video marketing platform technology. Even with the tremendous momentum behind video, it is
still important to understand how it performs and to give careful consideration to leveraging it as a highly measurable and
trackable content medium.
3

INTRODUCTION
The research summary report explores these aspects of video usage and presents findings on:
 The strategic importance of video and how its ROI compares to other content types.
 The value and importance of tracking video viewing data.
 The importance of and the degree to which video viewing data integrates into Marketing Automation and CRM platforms.
 The extent to which video is now a serious tool for sales enablement and closing deals.
These study results provide insights and data useful for comparison, planning and improving the quality of video
marketing initiatives.
4

EXECUTIVE SUMMARY
A majority of this study’s participants were in marketing roles in B2B 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:
 95% of this study’s participants report that video, as a form of marketing and sales content, is becoming somewhat
or far more important.
 Large companies are leveraging video more heavily. Over one-third of large companies produce more than 100 marketing
videos annually, compared to just 4% of small companies and 5% of medium companies that produce videos at this pace.
 Over 70% of respondents claim that video performs better than other content for producing conversions, and almost
half state the ROI of video is getting better. However, over one-fourth do not know the ROI for their video marketing efforts.
 86% of study participants are using some form of measurement of video marketing effectiveness. Those using
intermediate to advanced measures of engagement are producing more videos, reporting substantially better conversion
performance and getting better ROI.
5

EXECUTIVE SUMMARY
 Organizations that host video on a combination of their own website and external websites, such as YouTube, are
getting the greatest ROI on their video marketing efforts. The trend is toward this combined hosting approach.
 Almost 70% of the study’s participants report that video engagement data is somewhat or very effective as a lead
quality or business opportunity indicator, and over half claim there is great value to having video viewing data about
individual leads in the sales funnel. However, only 9% of companies in this study have actually integrated video viewing data
with CRM or Marketing Automation systems and are exploiting the data.
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.
6

0% 0%
5%
32%
63%
0%
20%
40%
60%
80%
Far less
important
Somewhat less
important
Not changing Somewhat
more important
Far more
important
The Changing Importance of Video as Content
THE IMPORTANCE OF VIDEO
Video Content Metrics Benchmark Study, Demand Metric, August 2014, n=235
7
The general assumption in the marketing community
today is that video is an important and valuable form of
marketing content.
To validate this assumption, study participants were asked
to rate how the importance of video, as a type of marketing
or sales content, is changing in their organizations.
Figure 1 summarizes this importance data.
If there is any doubt about the popularity and
importance of video content, the data in Figure 1
should quickly remove any uncertainty.
The current perception matches the reality: virtually the
entire marketing community acknowledges that video
is becoming more important as a type of marketing and
sales content.
Figure 1: 95% of study participants report that video is becoming somewhat or far more important
as a form of marketing and sales content.

25%
26%
32%
9%
8%
0% 10% 20% 30% 40%
Less than 5
5 to 10
11 to 50
51 to 100
More than 100
Marketing Videos Produced Annually
Alongside the growing importance of video marketing
content, some usage data provides helpful context into the
video marketing landscape.
One-fourth of organizations that participated in this
study produce less than five videos annually for
marketing purposes, while 17% produce more than 50.
Figure 2 details the breakdown of video content production.
The estimated average number of videos produced
annually when using the full sample of data from this
study is about 27.
9
Figure 2: Slightly over half of this study’s participants are producing 10 or fewer marketing
videos annually.

There are major differences, however, when looking at the data from Figure 2 by company size. Company size is
determined by annual revenue, where small companies are those reporting $25 million or less, medium companies between $26
and $500 million and large companies over $500 million.
Using this size criterion, 36% of large companies are producing more than 100 marketing videos annually, compared to
just 4% for small companies and just 5% for medium companies that are producing videos at this same pace. Perhaps
large companies have more to say through video; but whatever the reason, by a substantial margin, large companies are
winning the video marketing arms race at present.
SMBs should not surrender the video marketing high ground to large companies in this way, particularly in light of the
continual lowering cost and technical barriers to producing quality video. The content marketing arena in general, and the
video marketing category specifically, is a place where SMBs can share the same stage as their larger competitors.
Video marketing currently represents an opportunity for SMBs to gain ground on their larger competitors, but they’re
clearly not yet exploiting this opportunity.
9

THE PERFORMANCE OF VIDEO
The goal of most content marketing efforts is to reach a
specific audience throughout all stages of the buying cycle,
but particularly the early ones when the buyers are self-
educating. Ideally, content addresses audience needs well,
is easy to find and consume and ultimately produces a
conversion.
Conversions are the endgame of content marketing, so how
well does video perform compared to other types of content
at producing the desired results or conversions? Figure 3
provides a view of how well video performs in this regard.
Few marketers question the efficacy of video as a
content type; and the data from Figure 3 confirms what
most marketers believe: video does a good job
producing conversions.
For virtually all of the participants, video performs as well or
better than other types of content. If conversions are the
goal of your content marketing efforts, video is the
preferred content type for producing them.
10
Figure 3: 71% of study participants say that video converts somewhat better or much better
than other content types.
0%
2%
27%
52%
19%
0% 20% 40% 60%
Much worse
Somewhat worse
About the same
Somewhat better
Much better
Conversion Performance of Video

26%
1%
25%
48%
0% 10% 20% 30% 40% 50%
Unknown
Declining
Same
Better
How is the ROI of Video Changing?
Figure 4: Almost half of the participants in this study report that the ROI of video is getting better.
Given the strong performance of video at producing
conversions, it stands to reason that the ROI of video
is correspondingly strong.
The study survey specifically asked participants to share
how the ROI they are getting from video is changing:
Is it getting better, staying the same or declining?
Figure 4 shares the results of this ROI query. Almost half
of the study’s participants report that the ROI of video
content marketing is getting better.
The second largest response group – the “unknowns” –
could not provide a response to the ROI question. This is,
unfortunately, all too typical for marketing initiatives,
video or otherwise. Marketing, historically, has
difficulty reporting the ROI on what it does.
11

14%
48%
24%
14%
0%
20%
40%
60%
None Basic Intermediate Advanced
Video Content Effectiveness Measures in Use
12
Figure 5: 86% of this study’s participants use some level of measurement for video content
effectiveness.
There is a way to know with precision how well video
performs and what kind of ROI is attached to video
marketing efforts. It requires tracking the right set of
effectiveness metrics, which can be categorized as:
 Basic: these are measures of consumption, such as
views or shares, and they are relatively easy to capture.
However, these metrics aren’t indicators of engagement;
and as such, their usefulness is limited.
 Intermediate: these are basic measures of engagement,
such as average viewing duration. With these metrics,
insights into video viewing behavior begin to emerge.
 Advanced: these metrics include views by embed
location, viewer drop-off rates, viewing heat maps or
attribution to sales pipeline. With these metrics, precise
determinations of revenue impact and ROI can be made.
Figure 5 provides the breakdown of the video
content effectiveness measures currently in use
by study participants.

While it is encouraging that 86% of this study’s participants are using some form of measurement for video content
effectiveness, as seen in Figure 5 on the previous page, most are just using basic measures of consumption. While
understanding views or shares does provide some insight, these measures are not indicators of engagement.
Perhaps a good analogy here is with email marketing: the difference between consumption and engagement is like the
difference between an email campaign open rate and its click-thru rate. What marketers really want is for the content
consumers to take the action the content is designed to induce. For this reason, intermediate or advanced metrics are necessary
to understand how video content is engaging the target audience.
Using intermediate or advanced metrics provides a greater understanding of video performance, higher confidence in
producing favorable outcomes and a powerful management tool for improving performance. Figure 6 provides a
comparison of the survey participants that indicated the use of intermediate or advanced measurements for their video content,
against those who use none or only basic measures.
Measurements
Importance = Far More or Somewhat
More (Figure 1)
Volume = 51 or More Videos
Annually (Figure 2)
Conversion = Much or
Somewhat Better (Figure 3)
ROI = Getting Better
(Figure 4)
None or Basic 94% 9% 66% 42%
Intermediate or Advanced 98% 31% 91% 61%
Figure 6: The types of measures in use signal substantial differences in Volume, Conversion Performance and ROI of video.

Figure 6 shows a negligible difference in the importance of video as a type of marketing content: it’s becoming far
more or somewhat more important to most of the study’s participants, regardless of what kind of measures are in
place. However, those who use intermediate or advanced measures are producing more videos and reporting substantially
better conversion performance and ROI from them.
Since video content is growing in importance for almost everyone in this study, the data in Figure 6 makes a strong
case for using intermediate or advanced analytics as part of a video content marketing effort. As with any form of
analytics, the power of the data comes not from simply tracking metrics, but doing something with the metrics data.
14

11%
43%
46%
0%
10%
20%
30%
40%
50%
Our own website External sites (YouTube,
Vimeo)
Combination
Current Hosting of Video Content
HOSTING & PRODUCING VIDEO CONTENT
The options and considerations for hosting video content
have expanded rapidly. One goal of this study was to
understand the current and future video hosting plans.
Figure 7 summarizes where study participants are currently
hosting their video content.
External websites provide convenience, many like YouTube
are free, and they eliminate the need for some technical
expertise. However, they limit your ability to have full
control over your brand presence, they do not
necessarily drive traffic to your website and they do
not provide a secure channel for viewing video.
Diving more deeply into this data about where video is
currently hosted leads to the conclusion that those
organizations choosing a combination of external sites
and their own website are seeing advantages in other
areas. This combination approach is not a result of
indecisiveness or convenience, but instead seems the
result of deliberate efforts to optimize benefits.
15
Figure 7: 89% of video content is hosted on external sites, or a combination of internal and
external websites.

Figure 8 shows some of the more interesting differences in study variables based on where video content is currently hosted.
Organizations participating in this survey that are hosting video content on external sites and their own website are experiencing:
 Increased ROI.
 Are far ahead in the use of intermediate or advanced engagement metrics.
 Are three times more likely to have integrated video viewing data into their CRM and/or Marketing Automation
platforms – and are exploiting that data.
Hosting Location
Volume = 51 or More Videos
Annually (Figure 2)
ROI = Getting Better
(Figure 4)
Metrics = Intermediate or
Advanced (Figure 5)
CRM or MA Integration =
doing & exploiting (Figure 17)
External sites 7% 49% 31% 5%
Own website 23% 27% 23% 5%
Combination 25% 55% 47% 15%
Figure 8: Study participants hosting video content on a combination of external sites and their own website have advantages in key areas.

17
The combined video hosting approach seems to
provide those organizations that use it with the best of
both worlds in terms of benefits. Where video is hosted
– either internally or on external sites – is not accidental,
but selected based on how to best maximize benefits.
So given the tradeoffs for hosting video: what will
organizations do in the future? Figure 9 provides the
answer. Study participants were asked to indicate where
they would prefer to host most of their video content.
This study shows that participants are moving toward
hosting video on a combination of internal and external
websites. As Figure 8 shows, this approach is the one that
provides the best set of benefits.
Brands have traditionally relied more heavily on YouTube
and 3rd party channels for video distribution than their own
“owned” web properties. The data in Figure 9 tells us that,
going forward, brands will use a combination of their
own web properties and external hosting sites, such
as YouTube or Vimeo.
Figure 9: Video content hosting preferences are shifting away from external sites only, like
YouTube or Vimeo.
14%
23%
63%
0%
20%
40%
60%
80%
Our own website External sites (YouTube,
Vimeo)
Combination
Preferred Hosting of Video Content

7%
9%
5%
21%
32%
26%
0% 10% 20% 30% 40%
I don't know
Very unimportant
Somewhat unimportant
Neutral
Somewhat important
Very important
Importance of User-Controlled Sharing Channel
18
The data in Figure 9 suggests that brands recognize the
need to bring visitors to their own sites to watch video
content rather than sending them away to 3rd party
channels they don't own.
As a result, brands will strive to offer a YouTube
channel-like experience on their own sites so they can
provide branded video experiences that they control.
Vendors that provide tools and solutions that make this
easy will gain favor with brands that use video.
As Figure 10 suggests, it is becoming more important
for brands to have the ability to share video content
with sales prospects through a secure channel that is
owned and controlled by the brand.
Figure 10: Almost 60% of study participants attach some level of importance to having a secure
channel that they control for sharing video.

Brands want the benefit of exposure they get from sharing video on popular external hosting sites, such as YouTube. At the
same time, they see the value of having a secure channel that they own and control to share video with sales prospects.
When analyzing the study survey responses from just those participants that chose “Somewhat important” or “Very important” as
a response option in Figure 10, the reasons for their response emerge and are summarized in Figure 11 below.
What emerges from this analysis is that organizations in this study placing importance on having a secure channel for
sharing sales videos are doing so, at least in part, to exploit video viewing metrics, which are detailed further in a later
section of this report.
Importance of a Secure Video-sharing Channel
Value of video viewing data about sales funnel leads = of great
value (Figure 12)
Importance of integrating video viewing data with
CRM or MA = integrated & exploiting (Figure 14)
Somewhat or Very Important 65% 14%
Neutral, Somewhat or Very Unimportant 43% 5%
Figure 11: Study participants that place importance on a secure channel are more mature in their use of video viewing data.
19

20%
36%
44%
18%
28%
54%
0% 20% 40% 60%
External: agencies, studios,
freelancers or contract
employees
Internal staff & resources
Combination of internal &
external resources
Video Production Resources
Future Now
20
Video has long had the perception that it is one of the
most resource-intensive forms of content to produce.
The technology for producing quality video content has
rapidly improved, putting it within the reach of any company
at an affordable price. One goal of this study was to
understand what resources companies are using to
produce video content. Figure 9 details this inquiry.
When looking at video production resources through the
filter of how many videos a participant produces annually
(Figure 2), those who produce higher volumes of videos (51
or more annually) rely mostly on a combination of internal
and external resources: 55% currently use a combined
approach, shifting to 70% in the future.
Conventional wisdom would suggest that the more of a
content type you produce, the more likely you are to invest
in in-house resources to produce it. This data refutes that
conventional wisdom. Instead, companies producing
video in volume seem to put the emphasis on criteria
like quality, cost, efficiency or creativity; and they are
seeking the best blend of skills and resources to get it.
Figure 12: As with video hosting, the trend is toward a combined approach of internal and
external resources.

VIDEO CONTENT BUDGET
21
Companies invest in what they feel is strategic and will
produce a return. For this reason, the study investigated
the budget for video content as a means of assessing
its strategic importance and overall value.
Study participants were asked to indicate whether budgets
for video content were increasing, staying the same or
decreasing. The results are summarized in Figure 13.
Almost no one in this study reported decreasing
budgets for video content – companies are increasing
their investment in video content because it works or
because they think it works.
When looking at this budget data and isolating just the 69%
of study participants that indicated their video content
budgets are increasing, Importance (Figure 1) and Metrics
(Figure 5) are roughly the same as for the full survey
sample. There are two notable differences in this
comparison, which are detailed on the next page.
Figure 13: Over two-thirds of study participants report that their video content
budget is increasing.
1% 2%
28%
53%
16%
0%
20%
40%
60%
Significantly
decreasing
Slightly
decreasing
Staying the
same
Slightly
increasing
Significantly
increasing
Video Content Budget

The two notable differences are:
 Conversion performance (Figure 3): 90% of study participants that are increasing their video content budgets report slightly
or significantly better conversion performance of video content, compared to other types. The comparable conversion
performance rate for the full survey sample is 71%.
 ROI (Figure 4): 60% of study participants that are increasing their video content budgets report that the ROI of video is getting
better, compared to just 48% for the full survey sample.
Either of these two outcomes of video content usage – conversion performance and ROI – alone are sufficient to
warrant an increased investment in video content. The fact that video content produces both of these outcomes makes it
easy to see why so many organizations are putting more of their budget dollars toward video content.
22
VIDEO CONTENT BUDGET

VIDEO & THE SALES PROCESS
23
This study has already established the value of video in
producing conversions. It stands to reason that the
consumption of video is also an effective indicator of
lead quality or business opportunity.
Figure 14 summarizes the results of the survey question
that investigated this aspect of video in the sales process.
Consumption of video is, undoubtedly, considered an
effective indicator of higher lead quality or advanced
business opportunities.
Figure 14: Almost 70% of this study’s participants report that video is somewhat or very effective
as a lead quality or business opportunity indicator.
9%
1%
3%
18%
52%
17%
0% 20% 40% 60%
I don't know
Very ineffective
Somewhat ineffective
Neither effective/ineffective
Somewhat effective
Very effective
Video as Lead Quality & Opportunity Indicator

24
The next logical step in understanding the relationship
between video content and the sales process is to better
understand the perception data about the value of having
video viewing data associated with individual leads in the
sales funnel.
How valuable is it to know exactly which leads have
consumed video content?
This data is summarized in Figure 15.
There’s little doubt that having data at the individual
lead level about video content viewing has value when
virtually every participant indicated such in the survey.
Figure 15: Virtually all study participants attach great value to having video viewing data about
leads in the sales funnel.
0%
4%
42%
54%
0%
20%
40%
60%
Of no value Of little value Of some value Of great value
Value of Video Viewing Data for Individual Leads

25
What about more advanced uses of this data, such as to
score leads or affect Marketing Automation workflows?
The study probed more deeply into the opportunity that the
integration of video viewing content with sales funnel lead
data provides. Figure 16 presents the summary of this data.
There are no technology barriers to having this data
and using it as described in Figures 15 and 16. The data
is obtainable for those content marketers that make the
effort to capture and make it available.
Figure 16: 79% of study participants believe it is somewhat or very important to use video viewing
data in lead scoring or Marketing Automation workflows.
2%
3%
15%
47%
33%
0% 10% 20% 30% 40% 50%
Very unimportant
Somewhat unimportant
Neither important/unimportant
Somewhat important
Very important
Using Viewing Data with Lead Scoring or MA

26
Figure 17: Just one-fourth of participants have integrated video viewing data with their CRM
or Marketing Automation systems; and less than half of those are exploiting the data.
How many organizations are doing this through the ideal
means, which is integration with CRM or Marketing
Automation platforms? Figure 17 provides this summary.
The data represented in Figure 17 shows that most
marketers are thinking about integrating video viewing
data into their CRM or Marketing Automation
workflows. However, of the 25% who have already
integrated this data, less than half of them are doing
anything with the metrics. As one might expect, those
study participants that are producing the most videos
annually are ahead of the others in integrating and
exploiting video viewing data.
Video viewing data is an intermediate to advanced metric of
engagement (Figure 5) that provides the sales and
marketing team with actionable insights about leads. The
marketing and sales teams can use these insights in
very practical ways because, as Figure 14 reveals,
video-viewing data is an excellent indicator of lead
qualification or business opportunity.
20%
29%
26%
16%
9%
0% 10% 20% 30%
No plans to integrate
Planning to integrate sometime
Planning to integrate within 12 months
Integrated but not exploiting the data
Integrated & exploiting the data
Integration Status of Video Viewing Data

27
To what extent is the sales team using video viewing data
to qualify leads, engage prospects or influence specific
deals already? Figure 18 shares this status.
While almost two-thirds of the sales organizations in
this study report that their team members use video
viewing data to work with prospects, very few rely on
this data to a great extent. Based on the integration
status data in Figure 17, this low reliance on viewing data
probably has little to do with sales team desire or
willingness, but instead reflects the availability of the data.
Members of the sales team are always quick to use any
data available that provides them with an advantage or
further insights into prospect interests and qualification.
A very practical application of exploiting video viewing data
in the sales process is an alert: sending a real-time alert to
the sales team when a prospect has completed viewing a
video. In this study, 57% of the participants agreed that
for the sales team, getting an immediate alert was
somewhat or very important.
Figure 18: About two-thirds of sales organizations in this study use video-viewing
data to qualify, engage or influence deals.
11%
37%
22%
24%
6%
0%
10%
20%
30%
40%
I don't know To no extent To a slight
extent
To some extent To a great
extent
Sales Use of Viewing Data to Influence Deals

ANALYST BOTTOM LINE
As a type of content, video is still very much on the rise with its importance continuing to grow. This study has shown that video
converts better than other forms of content; and this performance certainly contributes to an improving ROI for video.
Quality video is also getting easier to produce and the cost of doing so is coming down. For all of these reasons, the decision to
invest in video is an easy one. This study provides some insight for investing wisely in video:
 Get on board. Small and even medium-sized companies are not yet on the video content bandwagon. They should be. The
cost and production barriers that have kept SMBs away from video have all but vanished. It’s time to take the plunge because
larger competitors are actively producing video content. SMBs can compete very effectively through the medium of video.
 Use the data. A video content strategy must include integration with key sales and marketing systems, such as CRM and
Marketing Automation. The integration should include capturing some engagement metrics, such as viewing duration, not just
consumption metrics. Furthermore, organizations should use these metrics to their advantage, as there is little value in just
collecting this data. This study identified video viewing behavior as an effective lead quality indicator, therefore, companies
should deploy marketing video to deliver immediate alerts to the sales team when a video is viewed.
 Outsource & insource. There are several approaches for staffing and resourcing the production of video. The one that seems
to work best is a combined approach, where there are some internal resources to manage/own the process and external
specialists for various aspects of production. This combined resource approach is the trend, even for companies producing more
than 100 videos annually. Companies should take the approach that produces the best creative and quality videos at the lowest
costs. Usually, this is accomplished by blending internal and external resources.
28

ANALYST BOTTOM LINE
 Dual-channel deployment. The companies that are seeing the best results with video are deploying it both through their owned
websites as well as external video hosting sites like YouTube. It is important to have a secure channel for sharing video with
sales prospects. It is also wise to exploit the traffic and reach of the external hosting sites. Don’t do one or the other – do both to
get the best return on your video investment.
 Invest in the right technology. Most of the benefits and best practices identified in this study are not achievable using just free
video hosting platforms, such as YouTube, and Marketing Automation alone. Select a video marketing platform that is scalable
and provides engagement insights through analytics. Doing so will produce the greatest ROI in the shortest possible timeframe.
Reference the Demand Metric Solution Study, “Video Marketing: Insights, Landscape & Vendor Analysis” for a detailed look at
vendor offerings.
The window of opportunity for marketing video content is wide open at present. Most people prefer video to other forms of
content. Video content enjoys better retention and, when well done, is frequently shared.
At some point in the future, the content marketing “herd” will have fully embraced video and it is likely that video will
lose some of its ability to differentiate. When that happens, marketers will search for the next captivating content type.
But at present, video sits atop the content marketing pyramid. For these reasons, the time to invest in video is now.
29

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.
Demand Metric acknowledges the advice and assistance of Dr. Tom Brown, Noble Foundation Chair in Marketing Strategy and
Professor of Marketing in the Spears School of Business at Oklahoma State University, in facilitating and providing counsel on
the analysis of these survey results.
30

ABOUT VIDYARD
Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact with their videos. This
means customers can continuously improve their marketing strategy based on measurable results.
Along with hosting 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.
31

ABOUT DEMAND METRIC
Demand Metric is a marketing research and advisory firm serving a membership community of over 40,000 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.
32

APPENDIX – SURVEY BACKGROUND
The Video Content Marketing Metrics Benchmark Study survey was administered online during the period of July 15, 2014
through July 29, 2014. During this period, 295 responses were collected, 235 of which were complete enough for inclusion in the
analysis. The data was analyzed using SPSS to ensure the statistical validity of the findings. The representativeness of these
results depends on the similarity of the sample to environments in which this survey data is used for comparison.
Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:
Annual Sales:
 $10 million or less (53%)
 $11 to $25 million (13%)
 $26 to $100 million (10%)
 $101 to $500 million (9%)
 $501 million to $1 billion (4%)
 Over $1 billion (11%)
Type of Organization:
 Mostly or entirely B2B (51%)
 Mostly or entirely B2C (14%)
 Blend of B2B/B2C (21%)
 Agency or Studio (14%)
Primary Role of Respondent:
 President, CEO or Owner (25%)
 Marketing (57%)
 Sales (5%)
 Other (13%)
Revenue Growth (in most recent fiscal year):
 Significant increase (14%)
 Modest increase (52%)
 Flat (23%)
 Modest decline (10%)
 Significant decline (1%)

For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation
562 Wellington Street
London, ON, Canada N6A 3R5
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