Brands left $2.16 billion on the table in 2012 due to poor video content experiences

Published on
by Brafton Editorial
Businesses embraced video last year, but they didn't maximize their efforts, and missed out on major revenue generating opportunities.

A new study from Freewheel analyzed promotional video content in the fourth quarter of 2012, finding internet users viewed more ads year-over-year, and they also watched a high percentage of these clips to completion. Of course, most video-streaming services require viewers to watch the entire duration of online clips, but the study highlights people’s willingness to wait it out and get to content behind the ads.

Overall, the volume of online video content increased over the past year with views rising 23 percent. Video ad volume saw an uptick of 47 percent, and long-form visual media ad views saw an increase of 276 percent.

Convivas also notes that unless brands improve their video marketing strategies to perfect the visual experience, companies will miss an additional $20 billion through 2017.

Data from Convivas, however, noted that global content brands could have won more premium leads and raked in higher profits in 2012 if they maximized their video marketing efforts. In fact, Convivas reports brands left approximately $2.16 billion in revenue on the table in 2012 due to low-grade viewer experiences. Convivas also notes that unless brands improve their video marketing strategies to perfect the visual experience, companies will miss an additional $20 billion through 2017. Brafton’s latest white paper, “Video Marketing From Production to Purchases” for tips on how to addresses the competitive need for high-quality visual media. The free download offers tips on developing an effective video strategy to support brand goals.

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