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| Less than half of marketers use streaming video |
| Tuesday, 25 May 2010 00:00 |
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Less than half of marketers use streaming video as part of their marketing campaign strategies, a new report has found.
According to the 2010 Omniture Online Analytics Benchmark Survey, 42.9 per cent make use of video as part of their marketing efforts, with 40 per cent saying they lack a mechanism to measure video starts. Of all those who use online streaming video, more than half (59 per cent) said they believe post-video conversion is one of the most important video metrics, yet 70 per cent said they are unable to measure post-video conversion. Furthermore, over three-quarters (86 per cent) of respondents said they think it is important to measure conversion rates from online marketing activities, yet 25 per cent lack the tools to do so properly. Matt Langie, director of product marketing at Omniture Business Unit, said: "Smart marketers are going where their customers are and sound strategies for these emerging channels can be a significant competitive advantage to drive revenue growth."  |