The CMO View of Video in 2020

Producing Video

In this section we will ask you a few questions about your experience with producing video in your organisation.

Have you used video marketing before in any of your <u>previous</u> marketing campaigns?

Have you used video marketing before in any of your previous marketing campaigns?

Yes
No

Are you using video in any of your current marketing campaigns?

Yes
No

Do you plan to employ video marketing in any of your <u>future</u> campaigns?

Do you plan to employ video marketing in any of your future campaigns?

Yes
No

Thank you for completing the survey. Please click the 'Contribute To Survey' button

When creating video content, are you producing these videos, internally, externally or both?

Internally
Externally
Both

Is the video content you are currently producing largely filmed or animated?

Filimed
Animated
Both

Producing Internal Video Content

You're producing video content in-house and you're using external suppliers too. What types of content do you feel comfortable producing in-house?

What types of content do you feel comfortable producing in-house?

When creating video internally, do you feel like you have the necessary skills in-house?

We do now
We still have some way to go
We don't have the skills required

In what areas do you think you could improve in order to produce better video in-house?

In order to produce video content in-house, did you have to invest in any equipment and/or training?

Yes
No

When creating video internally what extent are technical or software limitations holding you back from achieving more from your video efforts?

When creating video internally, to what extent are technical or software limitations holding you back from achieving more from your video efforts?

It's not holding us back	It holds us back a bit	It neither holds us back nor enables us	Our technical systems and software enable us to produce some video	Our technical systems and software enable us to produce plenty of video

Using External Suppliers

In your experience of using external production companies, how adept are they at understanding marketing focused requirements?

In your opinion, how easy is it for your organisation to align with external video production companies?

In your opinion, how easy is it for your organisation to align with external video production companies on creative ideas?

On a scale of 1-10, how easy do you find it to collaborate with video production companies?

1 being very difficult, 10 being very easy

Why do you describe working with external suppliers as 'somewhat difficult'?

Check all that apply

Communication
Budget
Trust
Something Else

When using external video providers, what gaps do they fill in the creative process for your organisations?

In your opinion, what has prevented you for undertaking video marketing in the past?

Insufficient budget
No need
Lack of confidence in the results
Other

If other, please can you expand?

If 'other', please can you expand?

Regarding your future plans for video content - will this content be filmed, animated or both?

Filmed
Animated
Both
Don't know

When producing this content - do you plan to handle this internally or using external suppliers?

Internally
Externally
Both
Undecided

About The Business

Does the business provide a product, a service or both?

Does the business sell B2B or B2C?

Is your business part of a group of companies?

Does the business operate in the UK only or does it operate in other global markets?

Please can you tell us in which global territories the business operates?

Your business has a global presence, but are you headquartered in the UK?

How many global offices does your business have?

In your organisation to what extent is responsibility for decisions around video tactics managed at a local level?

How many people operate in a marketing function beneath you?

Thank you for telling us about your business. If you're happy with your answers, please move onto the next section Video Strategy

Using Video

In this section we will ask you a few questions about your experience using video within your organisation and how this relates to your relationships with your customers.

Video strategy & your brand

Your video strategy

To what extent do you agree that video belongs only at the top of the funnel?

How many campaigns do you run annually?

Are you using video on your landing pages?

Concerning landing pages, do you believe that video contributes towards driving a positive conversion?

What types of conversion do you think video is best suited to deliver?

In your experience, why do you think video isn't effective at driving conversions on landing pages?

What factors and/or variables effect the ability of video to drive a positive conversion on a landing page?

Which channels are you currently using to disseminate video?

Video and your brand

How has using video effected perception of your brand?

Does your organisation champion the creation of user generated content internally for the purposes of marketing?

To what extent do you agree that the creation of user generated video content puts the brand at risk?

What has stopped you from adopting user generated content in the past?

Would you be open to the open to using user generated video in the future?

What would it take for you to adopt user generated video as a tactic in the future?

Thank you very much, on the next page we will ask you for a bit more detail about video on your website

Video On Your Website

What is the main purpose of your website?

To what extent do you agree video on your website has reduced your bounce rates?

Video In Social

Which social media platforms are you using to reach your audience with video?

Please can you tell us which other social platforms you are using?

Does the video content you publish on social media include company branding?

To what extent do you agree that video provides actionable insights which you can use in other areas of the business?

Video Technology & Marketing Systems

In this section we will ask you a few questions about how you utilise insights from video.

Are you tying insights from video performance into your tech stack

What video insights are you currently tracking?

In your opinion, what is the primary benefit of connecting video insights with your tech stack?

What other benefits do you find from tying video insights into your tech stack?

Are you familiar with the concept of an online video platform (OVP)? Examples include tools like Vidyard, TwentyThree, Brightcove, Wistia and Ooyala.

Does your organisation currently use an online video platform?

What online video platform(s) are you using to manage your video assets?

You're not currently using an online video platform to manage your video library. To the best of your knowledge, has the organisation previously utilised an online video platform in the last 5 years?

To the best of your knowledge, what is the main reason the organisation removed their online video platform?

Are you considering adding an online video platform to your tech stack?

Thank you for telling us about your video strategy. If you're happy with your answers above, please move onto the 'Video Distribution' Using Video

Distribution and Publication of Video

Producing Video

In this section we will ask you a few questions about your experience with producing video in your organisation.

Have you used video marketing before in any of your previous marketing campaigns?

Are you using video in any of your current marketing campaigns?

Do you plan to employ video marketing in any of your future campaigns?

Thank you for completing the survey. Please click the 'Contribute To Survey' button

When creating video content, are you producing these videos, internally, externally or both?

Is the video content you are currently producing largely filmed or animated?

Producing Internal Video Content

What types of content do you feel comfortable producing in-house?

When creating video internally, do you feel like you have the necessary skills in-house?

In what areas do you think you could improve in order to produce better video in-house?

In order to produce video content in-house, did you have to invest in any equipment and/or training?

When creating video internally, to what extent are technical or software limitations holding you back from achieving more from your video efforts?

Using External Suppliers

In your experience of using external production companies, how adept are they at understanding marketing focused requirements?

In your opinion, how easy is it for your organisation to align with external video production companies on creative ideas?

On a scale of 1-10, how easy do you find it to collaborate with video production companies?

Why do you describe working with external suppliers as 'somewhat difficult'?

When using external video providers, what gaps do they fill in the creative process for your organisations?

In your opinion, what has prevented you for undertaking video marketing in the past?

If 'other', please can you expand?

Regarding your future plans for video content - will this content be filmed, animated or both?

When producing this content - do you plan to handle this internally or using external suppliers?

Are you familiar with the concept of an online video platform (OVP)?
Examples include tools like Vidyard, TwentyThree, Brightcove, Wistia and Ooyala.

You're not currently using an online video platform to manage your video library.
To the best of your knowledge, has the organisation previously utilised an online video platform in the last 5 years?