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1、Where Are Brand Marketers Taking Their Video Strategy in 2018?+1 IntroductionThe Power of VideoTable of Contents4Key FindingsFew Companies See Themselves at the Leading Edge .4 Leveraging Customer Data Proves More Challenging .5 DMPs Provide an Incomplete Solution .6Brands Lean on Partners for Video
2、 Deployment .7 Marketers Miss Full Potential Oof Audience-Segmented Video Within Limits .10Facebook, Youtube Dominate Video Ad Spend .11Mobile Media Still an Afterthought .12Brand Marketers Embrace Digital Video KPIs .13Funding is the Gating Factor in Video Advertising Volume .16 Budget and Expertis
3、e Limit Adoption of Customized Video .17 Video Advertising Provides Room for Improvement and Success for Many .18 Almost 80% Will Increase Their Video Advertising in 2018 .19 Video Ad Efforts Characterized as Early Stage .22Optimism Abounds for 2018 Video Efforts.2324MethodologyAbout the 2017 Survey
4、For decades, marketers have understood the power of video to communicate ideas and tell stories in a way that has unmatched emotional appeal. Like virtually all non-digital advertising, video was a one-to-many medium that had undergone evolutionary change since the first TV commercials.The explosion
5、 in broadband and mobile broadband over the past few years, though, has opened up countless new opportunities that have brought numerous variables. These run the gamut from general customer data integration issues to the unique challenges of customizing video for a wide range of media, formats and a
6、udiences.In this white paper, we will examine how leading brand marketers perceive their adoption of video advertising, their beliefs about integrating data, their adoption of KPIs to determine success, and what their plans and expectations are for 2018 regarding the impact of video. Their reactions
7、 paint a picture of a rapidly evolving mediumone that is showing signs of success today and which ultimately promises to blend the art of engaging video with the science of data-driven marketing.About the quotes:Susan Venen-Bock, general branded content manager at Ford, spoke with Brand Innovators a
8、bout her experience and perspective regarding the explosion of video marketing and advertising.Introduction1ON VIDEO AD GROWTH“Were doing less display and banners and trending towards video. When digital first exploded, you had to find the budget to fund appropriately; so you took from print, from o
9、ut-of-home. Thats now happening with video content. Within digital budgeting, how do you apply the right resources?“As the digital pie grows, it doesnt necessarily mean the overall budget grows. You must adjust channel mix appropriately to fund faster growth areas like individualized content.”Susan
10、Venen-Bock Content Manager, Ford Motor CompanyKey FindingsFew Companies See Themselves At The Leading EdgeAs a whole, respondents reflected a classic bell curve distribution when thinking about the leveraging of their current video assets. More than half thought they were on par, with about 20 perce
11、nt each reporting that they were covering the basics or were doing better than the industry average. Only six percent characterized themselves as innovators.Included within this report are insights from Brand Marketers and how they view their current and future video marketing strategy. Thoughts on
12、data driven creative and the future of video advertising are highlighted from the perspective of leaders within brand advertising. Most importantly, Brand Marketers give a glimpse of where they expect their video advertising strategy to evolve to in 2018.19%6%20%55%QUESTION:Which of the following st
13、atements best describes how your video assets are currently managed to produce a holistic view of your activities? Basicwe are doing the bare minimum relative to what we should be doingOn Parwe could be doing more, but we are about average for our industryAdvancedwe do a better job than average here
14、Innovatorwe have a long history of innovation and are ahead of competitors4Leveraging Customer Data Proves More Challenging Brands may be split evenly on overall holistic presentation of their video assets; however, they rated themselves as further behind the curve when it came to leveraging custome
15、r data to maximize the effectiveness of those assets. The largest group of users, 38 percent characterize their efforts as basic and just 11 percent characterize their efforts as being ahead of the pack. Seven percent reported that they werent engaging customer data to optimize video assets at all.QUESTION:Which best describes how your customer data is currently being used to make your video
