Some interesting findings from a report commissioned by TurnHere * came to our attention this week. All in all it serves to reinforce that online video is going to be the number one marketing tactic in 2010 for businesses and agencies looking to expand the success of their online activities.
Some of the highlights include:
- 90.7% of respondents are likely (>50%) or highly-likely (>75%) to use online video in their marketing efforts in the next 12 months
- 57.3% of respondents have created branded video content for the Web while 38.7% have created editorial video content
- 40% of respondents have used video for product or service demos and 37.3% have used video for customer or employee testimonials
- Those that chose not to use online video cited cost (66.7%) and lack of clear ROI (33%) measures as the top two reasons

The results really point to a number of things that many of us in the industry have been working on for some time. First things first, it is clear that the cost of video production and video streaming needs to come down to make it initially attractive and then secondly implementable for businesses.
Continued development in analytics and the measurement of video needs to be made available to businesses although I think employers of video need to take some personal responsibility here given the number of tools (think Google Analytics) that already reside online.
Finally it is not just product related videos that are the content of choice. With so many online sites selling services or simply access to information this really is the time of the talking head. At vzaar we’ve witnessed that first hand with a sharp rise in businesses, parties, organisations and groups using video to disseminate messages, coaching and online tutorials. The sheer range of video types will only continue to expand.
Overall the report confirms that 2010 will be another huge year for online video and that businesses need to think quickly about their ov strategy. Whereas before the question was “Have you considered video?“, today it very much has become “Are you ready for video?“
* The survey participants are marketing decision makers at both brands and agencies ranging from small boutique firms to publicly traded, Fortune 500 companies.