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Engage at Every Stage: An Investigation of Video Activation

Getting Measurement, Monitoring and Media Right

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Engage at Every Stage: An Investigation of Video Activation, continues the investigation started under the Engage at Every Stage banner, pressing marketers to identify where and how video is being leveraged to spark full-funnel business impact. This new investigation will delve into the channels being tapped for video engagement, gauge the sophistication of content developed specifically for online consumption, and test the measures and metrics that currently define success while reaching for new benchmarks to prove impact.  Leading marketing decision makers will be surveyed through qualitative and quantitative assessments to understanding what changes and advancements must be established to make online video investment meaningful for the customer and the business. 

Key Areas of Investigation and Questioning:

  • Utilization and reliance on video as an engagement channel – where and how is it being leveraged?
  • Content development and allocations – is content unique, or is online video just repurposed television?
  • Questioning current metrics and standards – what do CMO's consider to be a “view” and how does this differ from industry standards? Is the definition of viewability tied to engagement or to payment?
  • Gardens or green fields – are Facebook and Google the best options, or just the most convenient ones?


Online video represents a new frontier for the modern marketer—one that is full of opportunity but also full of pitfalls and challenges. In the age of digital, video viewing is flawed on multiple fronts. For one, measurements are flawed. In fact, the metrics that marketers relied on to substantiate video investment continue to be proven to fall short. Both Facebook and Google have had to admit to shortcomings in performance metrics and measures. Then, there are new questions around whether videos are being viewed in the manner that marketers intend for them to be seen…or if they are being seen at all. 

Not only are the metrics failing, but the standards put into place to gauge success are flawed. Take, for example, the IAB standard for viewability, which is currently set at 2 seconds with 50 percent of the content in view, with the sound off. Marketers are also acutely aware of increasing dangers around brand security as recent incursions, negative adjacencies and offensive targeting campaigns have thrust video advertising front and center in programmatic debates. 

Too often, online video is viewed as a less expensive commercial to replace costly television buys. But customers are responding to video when it is used not as a cheaper replacement channel, but as a continuous engagement. Online video needs to be re-defined, finding a place within a complex marketing technology stack with a re-thought and comprehensive strategy that merges data-led intelligence, intentionally created content and an expectation that video—leveraged across all stages of the buying journey—will deliver deeper advocacy, connection and accelerated action by the customer.

To address issues around optimizing online video performance and establishing new strategies, metrics and opportunities, the CMO Council, in partnership with Viral Gains, will conduct new research to assess where and how marketers are leveraging video at every stage of the customer experience. 


Research: Survey & Reports



Curated Facts & Stats

There are 88 countries that enjoy localized versions of YouTube.


YouTube is broadcast in 76 languages.


One billion hours of content is watched on YouTube every day.


YouTube is ranked as the second-most popular site in the world (behind Google) by Alexa.


YouTube reaches more 18-34 and 18-49 year olds than any cable network in the U.S.


81% of US millennials use YouTube. Among millennials, YouTube accounts for two-thirds of the premium online video watched across all devices


58% of US Generation Xers and 43% of US Baby Boomers use YouTube.


Almost 70 percent of YouTube videos are watched on mobile devices.


6 out of 10 people would rather watch online video platforms than live TV.


86 percent of business-related video views take place on desktop browsers and only 14 percent on mobile.