Mature Your Video Marketing to Drive Business Value

Aug 08, 2019

Mature Your Video Marketing To Drive Business Value, a commissioned study conducted by Forrester Consulting on behalf of 4C, examines the growing importance of taking an insights-driven, video-centric approach to advertising and media buying as it relates to successful marketing efforts.

Specific findings include:

  • Marketers should be purposeful with how they use customer and marketing insights to improve marketing efforts, specifically with media buying.
  • Marketers need a clear insights strategy, which includes greater cross-channel data visibility and improved analytics capabilities.
  • The majority of marketers recognize the importance of investing in better self-service advertising technology, improving cross-channel attribution, and optimizing use of video.
  • Nearly 80% of marketers surveyed recognize video (including TV, digital video, social video, and over-the-top (OTT) video) as an increasingly important medium.
  • Mature video-marketers see better returns on advertising spend, conversion, and brand advocacy than their less mature peers.

Download the full report here to learn how to mature your video marketing.