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Engage at Every Stage: An Investigation of Video Activation

Getting Measurement, Monitoring and Media Right

Overview

Engage at Every Stage: An Investigation of Video Activation, continues the investigation started under the Engage at Every Stage banner, pressing marketers to identify where and how video is being leveraged to spark full-funnel business impact. This new investigation will delve into the channels being tapped for video engagement, gauge the sophistication of content developed specifically for online consumption, and test the measures and metrics that currently define success while reaching for new benchmarks to prove impact.  Leading marketing decision makers will be surveyed through qualitative and quantitative assessments to understanding what changes and advancements must be established to make online video investment meaningful for the customer and the business. 

Key Areas of Investigation and Questioning:

  • Utilization and reliance on video as an engagement channel – where and how is it being leveraged?
  • Content development and allocations – is content unique, or is online video just repurposed television?
  • Questioning current metrics and standards – what do CMO's consider to be a “view” and how does this differ from industry standards? Is the definition of viewability tied to engagement or to payment?
  • Gardens or green fields – are Facebook and Google the best options, or just the most convenient ones?

background

Online video represents a new frontier for the modern marketer—one that is full of opportunity but also full of pitfalls and challenges. In the age of digital, video viewing is flawed on multiple fronts. For one, measurements are flawed. In fact, the metrics that marketers relied on to substantiate video investment continue to be proven to fall short. Both Facebook and Google have had to admit to shortcomings in performance metrics and measures. Then, there are new questions around whether videos are being viewed in the manner that marketers intend for them to be seen…or if they are being seen at all. 

Not only are the metrics failing, but the standards put into place to gauge success are flawed. Take, for example, the IAB standard for viewability, which is currently set at 2 seconds with 50 percent of the content in view, with the sound off. Marketers are also acutely aware of increasing dangers around brand security as recent incursions, negative adjacencies and offensive targeting campaigns have thrust video advertising front and center in programmatic debates. 

Too often, online video is viewed as a less expensive commercial to replace costly television buys. But customers are responding to video when it is used not as a cheaper replacement channel, but as a continuous engagement. Online video needs to be re-defined, finding a place within a complex marketing technology stack with a re-thought and comprehensive strategy that merges data-led intelligence, intentionally created content and an expectation that video—leveraged across all stages of the buying journey—will deliver deeper advocacy, connection and accelerated action by the customer.

To address issues around optimizing online video performance and establishing new strategies, metrics and opportunities, the CMO Council, in partnership with Viral Gains, will conduct new research to assess where and how marketers are leveraging video at every stage of the customer experience. 

 

Research: Survey

Infographics

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Facts & Stats

There are 88 countries that enjoy localized versions of YouTube.

Source: YouTube

YouTube is broadcast in 76 languages.

Source: YouTube

One billion hours of content is watched on YouTube every day.

Source: YouTube

YouTube is ranked as the second-most popular site in the world (behind Google) by Alexa.

Source: YouTube

YouTube reaches more 18-34 and 18-49 year olds than any cable network in the U.S.

Source: YouTube

81% of US millennials use YouTube. Among millennials, YouTube accounts for two-thirds of the premium online video watched across all devices

Source: YouTube

58% of US Generation Xers and 43% of US Baby Boomers use YouTube.

Source: YouTube

Almost 70% of YouTube videos are watched on mobile devices.

Source: Business Insider

6 out of 10 people would rather watch online video platforms than live TV.

Source: YouTube

86% of business-related video views take place on desktop browsers and only 14% on mobile.

Source: HubSpot
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Interviews

CAROLINE LOSSON

Vice President of Marketing

Keurig Canada

Keurig boasts a one-of-a-kind business model in which brewers are sold in order to continue selling beverage pods. Consumer engagement is the foundati... Read On

MANOS SPANOS

Vice President of Brand Marketing Flavor Brands

PepsiCo

For PepsiCo, the consumer engagement journey is multifaceted, with consumer touchpoints positioned around content, digital experiences, in-store inter... Read On

JEROME HIQUET

Chief Marketing Officer

Tough Mudder

Jerome Hiquet, the CMO of Tough Mudder, explains that from the very beginning, video has been an integral component in helping them connect with consu... Read On

FADI KARAM

Vice President of Marketing and Business Development

Nestle Waters- North America

Karam explains that Nestle Waters is working to remain at the leading edge of consumer engagement by personalizing their content and using data and an... Read On

LISA MAJDI

Senior Director of Marketing

Cox Business

For Cox Business, video provides an opportunity to interact with customers in a more entertaining and social way that allows them to develop an emoti... Read On

TANYA CAVANAUGH

Director of Brand Marketing

BJ's Wholesale Club

Director of Brand Marketing for BJ's Wholesale Club, Tanya Cavanaugh, explains that the company drives engagement through a variety of promotions and ... Read On

WILLIAN MARIZE

Marketing Director

Valeant Pharmaceuticals

For Valeant Pharmaceuticals, video is becoming a bigger part of the company’s strategy to market to customers based on where they are in their journ... Read On

Program Themes

  • Online Video
  • CX Strategy
  • Customer Engagement

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