News Column

Video Not a Top Priority for Brands, Even with over Half of Consumers Likely to Watch

August 5, 2014

New Report Finds Marketers Donít Think That Consumers Want to See Brand Videos

DENVER--(BUSINESS WIRE)-- Levels Beyond, the company behind the Reach Engine content inventory platform, has released the findings of a new report on both consumer and marketer attitudes towards brand video. The survey found that despite the fact that over half of consumers say they would watch the brand video content, most company marketers still say that video is not a priority.

Levels Beyond surveyed more than 1,000 consumers in the United States and more than 500 marketers, focusing on the changing way that consumers interact with video, the evolving role of brand loyalty, and the role of video in driving that brand loyalty. The research found a surprising gap between consumers and marketers when it comes to the demand for brand video. They found that 59 percent of consumers are likely to watch a video when they visit a company website with brand video content, but 75 percent of marketers say that producing and delivering brand video for consumers is not a priority for their company.

The research also showed that consumersí social networks play an increasingly important role in the reach and impact of brand video, with 61 percent of consumers saying they are more likely to watch company-produced videos if friends have shared them. This demonstrates the disconnect between marketers and consumers, as the majority (73 percent) of company marketers reported that they measure the success of a video based on the number of views it receives, instead of the number of social shares.

Insights from the report include:

  • While 71 percent of marketers agree that brands should be video content producers, 40 percent say their brands are rarely using video
  • 51 percent of Millennials prefer watching videos over reading text content with the same information, versus a 40 percent preference for video content in older age groups
  • 42 percent of consumers like when companies share videos online
  • 47 percent of marketers do not plan to increase their video production in 2014

    "Video is becoming a medium of choice for a new generation of consumers, and while brands recognize the change and its impact, they havenít evolved their marketing strategies to reach video audiences," said Art Raymond, CEO of Levels Beyond.

    Nick Rhodes, President and COO of Levels Beyond, added, "Our research has shown that prioritizing the production and distribution of video content is a must, and that brands who focus on social channels will see a greater return on the time, effort and budget invested in social video."

    Reach Engine is designed to enable companies to more effectively use video in the new world of connected devices, and it is in use by several major consumer brands.

    For more information or to download the full report, visit: http://www.levelsbeyond.com/consumersdemandbrandvideo

    About Levels Beyond

    Levels Beyond is the company behind the Reach Engine content inventory platform. Reach Engine turns passive digital content libraries into active inventory for global businesses. The Reach Engine platform delivers both short and long-form content to the devices and media that audiences are using and consuming, including emerging platforms that are driving exploding viewership. Reach Engine manages millions of digital video files every month. Founded in 2000, Levels Beyond is privately held and headquartered in Denver.




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    Source: Business Wire


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