58% of senior level marketers plan to increase the percentage of their budgets spent video content in the next 12 months. Almost a third of them want to increase it up to 50 percent, a new research by the Content Marketing Association (CMA) revealed.
The Content Marketing Association surveyed 100 senior level client-side marketers and media agencies. 71 percent of respondents feel that companies are not investing enough in video content. Currently, on average, 78 percent of content marketers spend up to a quarter of marketing budgets on video content. 58 percent of senior level marketers plan to increase the percentage of their budgets spent video content in the next 12 months.
More than 50 percent of surveyed marketers believe mobile to be their main channel for branded video content. A third of those surveyed stated that mobile is the biggest growth area for video, followed by social media (29%) and short form content (24%).
According to the research, a third of marketers also think that it is possible to accurately measure the ROI of their video content. The crucial metrics include: views (31%), lead to action (21%), length of engagement (19%), view completions (16%) and social sharing (14%).