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BizReport : Blogs & Content archives : December 08, 2014

Studies: Video is important, brands leaving ad dollars on table

Two new studies underline the importance of video for businesses, but also indicate where marketers aren't making the most of cross-channel strategies where video is concerned.

by Kristina Knight

First, Kaltura has released the State of Video in the Enterprise report, which shows employees' knowledge of products, communication and creativity were improved (87%) with the use of video. Other interesting findings from the report include:

• Employees watch an average of 7 hours of work related video per month
• 85% of employees say on-demand availability of training and other videos is important

"Our survey shows that the demand for stand-alone video products such as video portals, webcasting and web conferencing systems is continuing to grow rapidly," said Ron Yekutiel, Kaltura Chairman and CEO. "But equally or more so notable is the booming demand for integrated video features and workflows within all enterprise software, including for example platforms for Enterprise Collaboration and Social Business, Learning Management, CRM, ECM, HCM, and Marketing Automation. Employees value the unparalleled richness and hyper-engaging nature of video, and therefore want to use it to enrich existing 'duller' textual experiences, to convey unique information and enable distinct capabilities that words alone cannot."

Meanwhile, new data out from wywy indicates many brands are leaving ad dollars on the table when it comes to television advertising. The new study indicates 40% of brands aren't showing products on advertiser homepages and that only 25% are offering slideshows. Less than 20% are showing products prominently on mobile website pages.

"The holiday shopping season is in full swing and many marketers will be increasing TV media buys. Nearly half of viewers turn to second screen devices (smartphones, tablets, etc.) during commercial breaks1 and are only one click away from a product's homepage," said Dr. Andreas Schroeter, wywy's co-founder and COO. "Our research shows that 80% of TV-inspired visits happen within 90 seconds of the TV ad airing. On average, users will take only eight seconds to decide whether to stay on a website or not."

Image via Shutterstock

Tags: branded video, Kaltura, video advertising, video content, wywy

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