Vidyard：2017年视频营销报告(56页)（56页）.pdf

1、Benchmark Report 2017 Video in Business TABLE OF CONTENTS INTRODUCTION KEY TAKEAWAYS VIDEO VIEWING VIDEO PUBLISHING VIDEO CONTENT VIDEO ENGAGEMENT VIDEO ANALYTICS DEMOGRAPHICS APPENDIX ABOUT VIDYARD 0124 33 37 39 54 03 04 09 17 INTRODUCTION KEY TAKEAWAYS VIEWING PUBLISHINGCONTENTENGAGEMENTANALYTICSD

2、EMOGRAPHICS 1 Introduction Businesses are embracing online video as a more personal and engaging way to connect with audiences in an increas- ingly digital word. 2016 saw significant milestones in the use of online video. Mass consumption by consumers to the tune of 20+ billion video views per day a

3、cross Face- book, Snapchat, and YouTube alone is driving adoption within business to address shifting expectations. Brands are no longer asking if video is a worthwhile investment but how to leverage it in a more scalable and strategic manner. Industry research conducted in late 2016 showed that 92%

4、 of respon- dents believe video is becoming more important to their marketing efforts and more than two-thirds are increasing their budgets for video. Mark Zuckerberg recently stated that “video is a mega trend” and that he “wouldnt be surprised if you fast-forward five years and most of the content

5、 that people are sharing on a day-to-day basis is video.“ In his keynote at INBOUND 2016, HubSpot co-founder and CEO Brian Halli- gan described the current combination of social and video as the perfect marriage like “scallops and bacon” to be precise and that 50% of the content that marketing teams

6、 produce in 2017 should be video. VIDEO IS A MEGA TREND “ INTRODUCTION KEY TAKEAWAYS VIEWING PUBLISHINGCONTENTENGAGEMENTANALYTICSDEMOGRAPHICS 2 As businesses increase investments in video, its import- ant to have relatable benchmarks to evaluate success and identify opportunities. Thats why weve int