Smartphones Mean Video Spending Stays High
In 2016, nearly two-thirds of marketers were investing in online video, which is easily digestible for consumers using smartphones, according to findings from “Marketing Mix Trends 2010-2016,” Target Marketing’s analysis of six years of “Media Usage Survey” data. The report examines this tactic from 2011 to 2016. The “Online Video” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Online Video Marketing
Please read below the graphic for the excerpt from “Marketing Mix Trends 2010-2016.”
Online video remains one of the strongest growth mediums this survey follows. Nearly two-thirds of survey respondents either increased or maintained their use of it during 2016, compared with right around one-third who said they didn’t use it at all. This channel’s use tracks smartphone’s increasing ubiquity: More prospects consume media through their phones, and a well-produced, easy-to-digest video can be placed near a lot of relevant content, both on an organization’s own website, as well as in other locations.
Interestingly, the percentage of organizations indicating they do not use this medium has remained constant during the last five years, while the growth rates among those using video have similarly maintained, indicating that those who use it find it worthwhile to keep investing in it.