Primary Research Group has published The Survey of Corporate Use of Video in Marketing, ISBN 1-57440-012-6.

This 179-page report studies the video marketing and production practices of over 60 corporate organizations, big and small, focusing on the online venues these organizations explore in disseminating their videos and the strategies employed in developing, tracking, and evaluating their video advertising efforts. Survey data details budgetary allotments for the hiring of consultants as well as departmental staffing tendencies, video production statistics, and the overall effectiveness of video advertising vis-à-vis the most common forms of marketing. How many videos have these organizations produced over the last two years and how long are these videos? For which stages of video development—from production to script-writing to metadata development—do these organizations seek the most help? Where and how do organizations share their videos and how do they generate views? A wide range of file-sharing sites are covered, including YouTube, Facebook, Flickr, iTunes, Vimeo, and many more. Data is broken out by the age and corporate position of the respondent, and by industry and company size.

Just a few of the many findings from this report are:

• 44.44% of organizations in the technology, software, and communications industries employ at least one individual whose full-time job it is to make or market videos, as opposed to just 14.29% of those organizations in advertising and marketing
• An organization’s most popular video receives an average of more than 350,000 completed views over the course its video life
• An average of 38.79% of a video’s views come from links on the organization’s website
• 57.58% of organizations in the sample have used Facebook as a video-sharing service for marketing purposes
• Participants spend an average of 37.61 minutes per week watching YouTube for either work or personal purposes
• In 2011, participating organizations made an average of 30.10 distinct videos for distribution on their respective websites and other video-sharing sites
• Over the past two years, organizations in the consulting and business to business industries have spent a mean of $18,367 and a median of $20,000 on advertising agencies, video production consultants, and other freelancers for the purposes of producing or marketing videos
• 43.1% of participants believe video marketing is more cost effective than newspaper and magazine ads
• 90.91% of participants in the education, non-profit, and government sectors use videos on their organization’s website

The study is available in print and PDF format for $595.00. Site licenses are offered at $995.00. The study can also be purchased by the chapter and discounts apply for educational institutions. To view a table of contents and sample data, or to order a copy of the report, please visit the publication’s page here.