INTERACTIVE VIDEO

DEFINING AND MEASURING PERFORMANCE

TABLE OF CONTENTS
3 19

4 24

6 27

9 28

13 29

17 30
INTRODUCTION

3
EXECUTIVE SUMMARY

4
EXECUTIVE SUMMARY


5
USAGE STATUS
Figure 1: Approximately 1 in 5 study participants are already using interactive video.

How Interactive Video is Viewed

Already using 20%

Beginning to use 12%

Planning to use 15%

Understand, but not using 22%

Aware, but don't understand 18%

Not aware of it 10%

Don't know 3%

0% 5% 10% 15% 20% 25%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

6
USAGE STATUS
Figure 2: No one reason dominates this list of what prevents interactive video usage.

Reasons for Not Using Interactive Video

Don't have the budget 33%

Don't have the
skills/expertise to use 30%
Don't understand how it
works 30%
Don't know the benefits 25%
Not a high priority 24%
Don't have the technology 19%
Takes too much time to
implement 13%
Can't get management
support 6%
Don't need it 3%
Other reasons 10%
0% 10% 20% 30% 40%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

7
USAGE STATUS
Figure 4: Over one-third of the video being produced is interactive.

Percentage of Video Content Produced by Type

Linear 36%

Interactive 64%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

8
DEFINITION & APPLICATIONS

9
DEFINITION & APPLICATIONS
Figure 4: Study participants choose to define interactive video broadly.

Definitions of Interactive Video

All definitions apply 57%

Paths/branching 14%

Interactive experience 10%

Cick within video 8%

Clickable buttons 8%

Other definition 3%

0% 20% 40% 60%


Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

10
DEFINITION & APPLICATIONS
Figure 5: Two applications – engagement & eLearning – lead all others by a wide margin.

Current or Planned Interactive Video Applications

Drive better engagement 60%

eLearning or customer training 59%
Lead generation 36%
Competitive differentiation 33%
Advertising 32%
Increase target market/audience… 31%
Corporate communications/PR 27%
Target a new market/audience 25%
Trigger a purchase transaction 23%
Lead intelligence, scoring or… 23%
Catalog/overview of products or… 19%
A/B testing 15%
Voice of the Customer research 14%
Other applications 6%
0% 20% 40% 60% 80%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

11
DEFINITION & APPLICATIONS
Figure 6: Over a third of the study participants don’t know if their competitors use interactive video.

Competitors Use of Interactive Video

Yes 28%
38%
No

I don't know

34%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

12
BENEFITS & CHALLENGES
Figure 7: Almost half of the study’s participants report that creating and deploying interactive video
is easy or very easy.

Ease of Creating & Deploying Interactive Video

40%

35%
30%

25%
20% 22%

10%
11%
3%
4%
0%
I don't know Very difficult Difficult Neutral Easy Very easy

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

13
BENEFITS & CHALLENGES
Figure 8: More engagement is by far the top benefit of interactive video.

Benefits of Interactive Video

More engagement 66%

Longer viewing time 44%
Audience behavior
tracking/understanding 39%
Greater sharing of content 29%
Greater brand/product
awareness 29%
Better conversion 25%
More web traffic 21%
More leads generated 18%
More sales 14%
More referrals 11%
Other benefits 11%
0% 20% 40% 60% 80%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

14
BENEFITS & CHALLENGES

Figure 9: Greater usage of interactive video in marketing campaigns and initiatives leads to higher incidence of experiencing all of the benefits in the study.

Benefit Very Light to Light Use Moderate to Very Extensive Use Delta

More engagement 68% 70% 2%

Longer viewing time 39% 53% 14%

Audience behavior tracking/understanding 34% 47% 13%

Greater sharing of content 25% 35% 10%

Greater brand/product awareness 25% 37% 12%

Better conversion 15% 35% 20%

More web traffic 17% 26% 9%

More leads generated 15% 23% 8%

More sales 8% 25% 17%

More referrals 6% 18% 12%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

BENEFITS & CHALLENGES
Figure 10: Only two of these challenges are experienced by slightly over half of participants.

Challenges Creating & Using Interactive Video

Time consuming to create 52%
Integrating it with other platforms/systems 51%
Not supported on some mobile devices 42%
Maturity of tools & interactive video
platforms 32%
Capturing & reporting meaningful metrics 29%
Viewing public doesn't understand it 29%
Quantifying ROI 27%
Incorporating w/ content mgmt/delivery
processes 25%
Requires resources we don't have 22%
Costs are too great 18%
Collaboration/organizational silos 13%
Number of people required to do it 11%
Other challenges 8%
0% 20% 40% 60%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

16
BUDGET & OWNERSHIP
Figure 11: 40% of study participants have no budget or don’t know their spending plans.

Projected 12-Mo. Spending on Interactive Video

$150,000 or more 4%
$140,000 - $149,999 1%
$130,000 - $139,999 0%
$120,000 - $129,999 2%
$110,000 - $119,999 1%
$100,000 - $109,999 1%
$90,000 - $99,999 1%
$80,000 - $89,999 1%
$70,000 - $79,999 1%
$60,000 - $69,999 1%
$50,000 - $59,999 3%
$40,000 - $49,999 2%
$30,000 - $39,999 5%
$20,000 - $29,999 3%
$10,000 - $19,999 12%
Less than $10,000 22%
None 22%
I don't know 18%
0% 5% 10% 15% 20% 25%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

17
BUDGET & OWNERSHIP
Figure 12: Across organizations that use interactive video, there is little consistency with who owns it.

Who Owns of Interactive Video

Marketing
manager/exec 22%
Creative director 15%
Content
manager/exec 12%
Video editor 11%
Corporate
communications… 8%
Sales
manager/exec 5%
IT person 5%
Ad manager/exec 2%
Other person 20%
0% 10% 20% 30%

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

18
PERFORMANCE & IMPORTANCE
Figure 13: Engagement’s performance is in line w/ its perception as the top interactive video benefit.

How Well Interactive Video Engages

60%

50%
52%

40%

30%

20%
18%
10% 15%
13%
1% 1%
0%
I don't know Very poorly Poorly Neutral Well Very well

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

19
PERFORMANCE & IMPORTANCE
Figure 14: Conversion performance skews toward the positive end of the rating scale.

How Well Interactive Video Converts

40%

30% 33%
30%

20% 23%

10%

2% 6% 6%
0%
I don't know Very poorly Poorly Neutral Well Very well

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

20
PERFORMANCE & IMPORTANCE
Figure 15: ROI performance skews toward the positive end of the rating scale.

How Well Interactive Video Produces ROI

40%

34%
30%
30%

20% 22%

10%

6%
4% 4%
0%
I don't know Very poorly Poorly Neutral Well Very well

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

21
PERFORMANCE & IMPORTANCE

22
PERFORMANCE & IMPORTANCE
Figure 16: The future importance of interactive video as a content type is predicted to grow.

Future Importance of Interactive Video

60%

50%
52%

40%

30%
30%
20%

16%
10%
1% 1%
0%
Much less Less important Unchanged More important Much more
important important

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

23
ANALYST BOTTOM LINE
Figure 17: Nearly two-thirds of study participants reported positive overall satisfaction with their
results from interactive video.

Overall Results Satisfaction w/ Interactive Video

60%

50%
52%

40%

30%
30%
20%

10%
10%
1% 7%
0%
Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

Interactive Video Benchmark Study, Demand Metric, November 2015, n=515

24
ANALYST BOTTOM LINE

25
ANALYST BOTTOM LINE

26
ACKNOWLEDGEMENTS

27
ABOUT BRIGHTCOVE

28
ABOUT DEMAND METRIC

29
APPENDIX – SURVEY BACKGROUND

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