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What%All%B2B%Marketers%Need%to%KnowThe Video Marketing Landscape:
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Nick%BarberAnalyst
Forrester Research@nickjb
Tyler%LessardCMO
Vidyard@tylerlessard
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Ignore'Video'At'Your'PerilNick'Barber,'Analyst
June%16,%2016
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1.8'millionNumber%of%words%a%oneAminute%video%is%worth.
James%McQuiveyForrester%Research%
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115Number%of%minutes%US%adults%spend%with%digital%
video%per%day
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HalfOf%all%mobile%traffic%is%video
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53Percent%of%online%adults%who%used%video%to%research%a%recent%purchase
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Why'You'Need'An'OVPThe case for an online video platform
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OVP'Capabilities
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Isn’t'YouTube'good'enough?›Security%› Interactivity%›Analytics%›Search
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You'need'an'online'video'platform'to:› Ingest%and%organize%content
› Define%your%workflow
› Automate%content%distribution
› Manage%bandwidth%and%delivery
› Uncover%trends%through%big%dataand%analytics
› Keep%your%content%secure
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Ingest'and'organize'content› Upload%from%a%range%of%devices
› Migrate%from%other%platforms
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Importance'of'Metadata›Prioritize%search
›Use%terms%that%your%customers%and%clients%do›Taxonomy%definition
• Finance%>%Saving%>%Retirement%>%401K%>%Guidance
›Metadata%and%thumbnails
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Define'your'workflow›Create%roles
›Define%an%approval%process
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Automate'content'distribution› Strength%of%an%OVP%is%when it%integrates%withother%enterprise%systems
› How%does%the%OVP%integrate%with%CRM,%DAM,%MAP,%CMS,%LMS?
› Learn%who%is%watching,what%content%resonatesand%how%to%follow%up
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds
› 6%%drop%off%for%every%additional%second›Dealing%with%device%fragmentation
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Uncover'trends'through'analytics›Views%are%great,%but%they%don’t%tell%the%whole%story
›Tie%views%to%individual%viewer%data%• Who%is%watching?%What’s%important
• Video%completion%rate
• Average%view%time
• Drop%off%point
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Keep'your'content'secure›Active%directory%integration%for%enterprise%video
› Lead%generation%for%external›Social%sharing%controls
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What’s'the'market'doing?
Market%unrest
35%Global%software%decision%makers%are%dissatisfied%with%
their%OVP
New%opportunities
42%Software%decision%makers%have%implemented%or%are%
expanding%OVP%implementations
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Video'Platforms'Converge'
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Go'Beyond'The'BasicsLive, personalized, and interactive video
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Live'and'OD'video'for'lead'generation›Curated%playlists
›Automated%playlists› InAvideo%personalization
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Personalization'for'custom'experiences›Curated%playlists
›Automated%playlists› InAvideo%personalization
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Interactive'Video›On%demand
• Hotspots,%links,%calls%to%action
› Live• Polling,%chat,%social%media%integration
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Future'Trends4K, 360, VR
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Future'Trends'› 4K%video%– 4%times%the%resolution%of%full%HD
› 360Adegree%video%A creates%and%immersive%experience
›VR%– virtual%reality,%is%it%ready%forthe%enterprise
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Recommendations'for'OVP'Adoption
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Recommendations'for'OVP'adoption›Use%a%single%platform%for%internal%and%external%deployments
›Evaluate%different%pricing%models
›Understand%migrations%options%before%starting
›Add%freemium%as%a%distribution%channel,%but%not%as%your%sole%strategy
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Video%Trends%in%Action
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2. Which content for which segments?
1. Who’s engaging and for how long?
3. Which videos are generating ROI?
Smarter Content Marketing
2. Improved scoring and qualification
1. Opportunities for new lead generation
3. Enhanced nurtures and segmentation
Better Demand Generation
Individual Viewer Engagement Tracking
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Personalized Video: Making Your Content Click
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From Marketing to Sales
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From View Counts to Attribution & ROI
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go.vidyard.com/forresterWatch the full webinar on demand at