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Online Video Used by 84% of Marketers

An overwhelming majority (83.5%) of brand and agency marketers in a recent study say they currently are using some type of online video in their marketing efforts, and most expect their use of the medium to grow in the coming years, according to a survey by TurnHere.

The study, which measured marketers’ current use and future plans for online video, found that branded content is the preferred online video content type among respondents. Branded content has the highest current use among video formats, the highest overall satisfaction levels and the highest likelihood of future use.
Additional research findings:

• 57.3% of respondents have created branded video content for the web while 38.7% have created editorial video content.

• 40% of respondents have used video for product or service demonstrations and 37.3% have used video for customer or employee testimonials.
• The top reasons for video use are: branding (60%), gaining exposure on video sites such as YouTube (54.7%), and creating viral content (48%).

• 90.7%  are likely (>50%) or highly-likely (>75%) to use online video in their marketing efforts in the next 12 months.
• Marketers overwhelmingly prefer professionally produced content 4-to-1 over user generated content.
• In most companies, the internal marketing team is responsible for making decisions about use of online video (81% of respondents). Internal PR teams and internal digital teams are second with 15.5% each.

TurnHere said its survey results support the conclusion that branding on the web through video is and will continue to be an important tool in marketers’ online arsenals.

“Businesses of all sizes consider online video to be an integral part of their marketing mix,” said Bud Rosenthal, CEO of TurnHere. “Online video is the number-one priority among all online marketing tools for 2010, and that finding directly ties into the high satisfaction levels for video implementation and its return on investment (ROI).”

Those chose not to use online video in their marketing program most often cited cost (66.7%) and lack of clear ROI (33%) measures as the top two reasons,TurnHere said.

About the study: The study of both brand and agency marketers was conducted in Q309 across a variety of industries. The sample included 116 respondents from Fortune-500 and regional brands, as well as digital, PR and traditional agencies. Surveyed companies had annual marketing budgets ranging from $100K to $5 million. The free report,  “Online Video: Brands and Agencies Catch the Wave,” is available for download.