Online Video Given “Highest Focus” In 2009’s Digital Marketing Campaigns, Says Survey

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Yesterday the online video platform, PermissionTV, released its survey findings on online video initiatives for 2009. One standout finding: 2 out of 3 respondents listed online video as a primary focus of their 2009 digital marketing campaigns – higher than every other category, including social media and search. I asked PermissionTV’s VP, Matt Kaplan, if there were any questions and findings on Video SEO?

Why the survey was done

PermissionTV stated the purpose of their survey was as follows:

  • Gain insight into current online video initiatives
  • Assess demand for online video solutions heading into 2009
  • Identify rate of online video adoption by marketers
  • Assess impact of potential budget cuts on online video projects
  • Identify needs that could be fulfilled by industry service providers

Survey participants and SMB’s

According to the report, survey participants consisted of “over 400 senior-level decision makers,” with the largest percentage of participants (40%) being small-to-medium businesses (SMB’s).

Matt Kaplan, Vice President of Solutions and Chief Strategy Officer for PermissionTV, informed me that the SMB;s interviewed came from a variety of verticals, including manufacturing, financial services, software companies and telcos.(PermissionTV declined to disclose the names of participants, citing privacy reasons.)

Summary survey results

  • More than two thirds of respondents (67%) identified online video as a primary focus of their 2009 digital marketing campaigns.
  • In Q2 of 2009, more than half (52%) of respondents expect to be implementing or extending an online video project, whereas currently less than one-third (32%) are doing so.
  • A majority of respondents (63%) are most likely to invest in a branded content/video destination next year.
  • Nearly 60% of respondents consider interactive video experiences to be the next evolution for online video.
  • When asked how online video will enhance customer engagement, a vast majority (71%) stated it would help build brand awareness.
Most notable survey findings

Some of the more notable survey questions and breakdowns in the report:

  1. Top perceptions of how online video viewing enhances customer engagement
  2. Stage where participants are in currently with online video, and plan to be by Q2 2009.
  3. Types of online video initiatives most likely to invest in 2009
  4. Forecasts of “what’s next” for widespread online video (towards business initiatives)
  5. What interactive video capabilities they would be most likely to use.
  6. Who they would be most likely to seek outside assistance from (for their online video project)
  7. How much they would expect to budget for each component of an online video initiative
  8. What they need from an online video technology partner (and level of importance.)

Video SEO – overlooked!

Matt mentioned that they didn’t ask survey respondents any direct questions around search. “However, when asking respondents where the focus of their digital marketing budget will be, search was third behind online video and social media.” He said. That answer unfortunately didn’t take into account the “blend” of Video SEO with digital marketing budgets and search. Considering the rapid growth of Video SEO already by the end of 2008, that could be considered a sizeable oversight in an otherwise thorough report. This could also be largely attributed to the business model of PermissionTV, which does not really position or promote itself heavily as a video SEO technology platform (or not nearly to the level as it’s major competitor, Brightcove).


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