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This project was a two-phased research study, which included a quantitative online questionnaire and qualitative online interview. The study surveyed a total of 409 respondents in December 2008 and January 2009. For the online questionnaire, 19,000 US marketers were polled in December 2008 and January 2009 to gain insights on the drivers of video content consumption from the brand marketer’s perspective. Given the current economic climate, we framed attitudinal and intent questions in terms of online video’s ability to (1) attract prospects and (2) increase revenue on corporate and third-party

websites. Questionnaire participants were randomly selected from a nationwide database of 19,000 marketing professional and generated a 1.2% response rate. Interview participants (n = 181) were selected via an online recruitment process targeting senior-level digital marketers in Seattle, San Francisco, Los Angeles, Houston, Chicago, Miami, Washington DC and the New York City vicinity. Interview respondents were asked to formulate predictions on how web video would be used based on current trends in online video marketing and greater social and cultural trends.

SURVEY LANDSCAPE: DIGITAL MARKETING HOT-SPOTS

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Online Video: Superpowered Ideas for Marketers  

Respondents forecast new ways marketers can use web video to reach the millions of people who are joining the video snacking and social medi...

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