Welcome
How Mature Are Your Video Marketing Efforts?
A recent study from Forrester Consulting, commissioned by 4C, revealed that marketers who take a more comprehensive, insights-driven approach to marketing (specifically with video media planning and targeting) see greater benefits, such as improved return on advertising spend and increased customer conversion.
How prepared is your marketing organization to turn insights into action and optimize your advertising approach? Take our short self-assessment to find out.
The assessment will yield customized results and recommendations based on your responses and should take no more than 2 minutes to complete.
Questions
“We continuously learn from and improve advertising campaign outcomes by connecting data, insight, and strategy with campaign execution.”
Questions
“We prioritize video ad formats because of their proven effect on business outcomes.”
Questions
“We prioritize measuring video advertisements’ effects on business outcomes across channels (TV, over-the-top video (OTT), online video, social video) in lieu of focusing only on reach, frequency, and video views.”
Questions
“We use business outcome-related KPIs to inform media planning, buying, and measurement.”
Questions
“We act on audience insights and performance data to continually optimize advertising effectiveness and business outcomes.”
Questions
“We regularly review and adjust our data strategy to account for consumer media habits and marketing trends.”
Questions
Over the next 12 months, what level of priority is your company placing on improving its use of data and analytics (including marketing measurement and customer insight)?
Questions
Over the next 12 months, what level of priority is your company placing on using more impactful rich media content (e.g., video) to engage customers and prospects?
Questions
Which providers does your organization use to inform its strategy for audience and media planning? (Select all that apply.)
Questions
Which of the following types of data do you use to inform your marketing campaigns? (Select all that apply.)
Results Overview
Results
Results
Your overall video-marketing maturity result: Starter
To see your detailed scoring breakdown and to receive recommendations on how to improve marketing practices going forward, please fill out the form below to register.
Your score of indicates your company is less mature when it comes to being an insights-driven, video-centric marketing organization, similar to 29% of companies surveyed. This puts you behind the majority of your peers. Starters place less priority on being data-driven, and thus use fewer data types and sources to drive insights. Many still view video as primarily a mass-reach medium within limited targeting capabilities. Starters are also less likely to be connecting marketing KPIs with business outcomes as a way of driving improvements. The result is that Starters feel ill-prepared to provide targeted video content or optimize video efforts.
This maturity assessment looked at four different components (4Vs) to gauge maturity.
- Velocity – the breadth of data sources and data types companies collect, and how well they ingest and activate against that data in a timely manner.
- Video – the ability to leverage various types of video formats and the level of planning for TV, digital video, social video, and over-the-top video (OTT).
- Visibility – the ability of marketing to break down siloes and improve visibility of the media supply chain and cross-channel results.
- Value – the ways in which a company measures advertising effectiveness and continuously improves its ways of driving business outcomes.
Below are your ratings for each component and some recommended next steps.
Velocity Score: LOWMEDHIGH
Video Score: LOWMEDHIGH
Visibility Score: LOWMEDHIGH
Value Score: LOWMEDHIGH
Results
Your overall video-marketing maturity result: Intermediate
To see your detailed scoring breakdown and to receive recommendations on how to improve marketing practices going forward, please fill out the form below to register.
Your score of indicates your company is somewhat mature when it comes to being an insights-driven, video-centric marketing organization, similar to 44% of companies surveyed. This puts you on par with many of your peers. Intermediates are taking the proper steps to use more data types and improve analytics capabilities, but still struggle with translating those insights into action. Targeting capabilities are improving and Intermediates are finding more effective ways to utilize video based on better audience data. The result is that Intermediates feel well-prepared to target and optimize video marketing efforts and are starting to see the benefits with key metrics such as return on advertising spend and increased conversion rates.
This maturity assessment looked at four different components (4Vs) to gauge maturity.
- Velocity – the breadth of data sources and data types companies collect, and how well they ingest and activate against that data in a timely manner.
- Video – the ability to leverage various types of video formats and the level of planning for TV, digital video, social video, and over-the-top video (OTT).
- Visibility – the ability of marketing to break down siloes and improve visibility of the media supply chain and cross-channel results.
- Value – the ways in which a company measures advertising effectiveness and continuously improves its ways of driving business outcomes.
Below are your ratings for each component and some recommended next steps.
Velocity Score: LOWMEDHIGH
Video Score: LOWMEDHIGH
Visibility Score: LOWMEDHIGH
Value Score: LOWMEDHIGH
Results
Your overall video-marketing maturity result: Vanguard
To see your detailed scoring breakdown and to receive recommendations on how to improve marketing practices going forward, please fill out the form below to register.
Your score of indicates your company is more mature when it comes to being an insights-driven, video-centric marketing organization, similar to 27% of companies surveyed. This puts you ahead of the majority of your peers. Vanguards use a wider range of data and analytics techniques to extract insights and are effective at sharing those insights across the organization. This allows them to improve targeting, specifically for video, and to measure results effectively as a way of driving improvements. As a result, Vanguards experience greater marketing outcomes such as increased return on advertising spend, increased conversion rates, and improved opportunities for cross-selling.
This maturity assessment looked at four different components (4Vs) to gauge maturity.
- Velocity – the breadth of data sources and data types companies collect, and how well they ingest and activate against that data in a timely manner.
- Video – the ability to leverage various types of video formats and the level of planning for TV, digital video, social video, and over-the-top video (OTT).
- Visibility – the ability of marketing to break down siloes and improve visibility of the media supply chain and cross-channel results.
- Value – the ways in which a company measures advertising effectiveness and continuously improves its ways of driving business outcomes.
Below are your ratings for each component and some recommended next steps.
Velocity Score: LOWMEDHIGH
Video Score: LOWMEDHIGH
Visibility Score: LOWMEDHIGH
Value Score: LOWMEDHIGH
View your detailed results
Next steps
And
About 4C
4C has built the leading self-service software for brands to execute video-centric marketing and optimize business outcomes. Contact 4C to learn more about the Scope platform, providing actionable data insights, cross-channel campaign orchestration, and source-of-truth measurement in a transparent environment.
Methodology, Disclaimers and Disclosures
Methodology, Disclaimers and Disclosures
Methodology
Methodology
In this study, Forrester conducted an online survey of 505 marketing managers responsible for marketing decisions in the US and the UK to evaluate the current state of their marketing and media buying strategy. The study was completed in April 2019. The same questions asked in the survey are used in this assessment as a baseline for scoring and categorization.
Disclaimers
Although great care has been taken to ensure the accuracy and completeness of this assessment, 4C and Forrester are unable to accept any legal responsibility for any actions taken on the basis of the information contained herein.
Disclosures
This interactive tool is commissioned by 4C and delivered by Forrester Consulting.