By Robert Workman
A recently analysis provided by analysts from Jeffries Marketing indicates that YouTube could be worth as much as $40 billion — a far bigger number than most social networks, including Twitter. Marketers have flocked to the channel as a result of YouTube’s popularity, with more and more ads joining the network. However, it’s not the only game in town.
According to eMarketer, a July 2014 poll by Demand Metric (alongside Metric2) of marketing professionals in the US found that marketers prefer a mixed strategy of hosting video through owned sites as well as external sites. And this doesn’t just include YouTube, as Vimeo was also mentioned as a premier video platform for hosting and distributing content.
Due to convenience, the percentage of marketers that use external sites like YouTube to host videos compared to their own websites was 43% to 11%, according to the report. However, 46% of marketers use both host types to share video in an effort to “optimize benefits.”
Looking to the future, it’s clear the future of digital video marketing is one in which both types of sources will be used. Out of respondents polled, nearly two-thirds believe that a combination between external and internal posting is quite effective, compared to a smaller 23% for only external platforms and just 14% for internal.
That said, nearly 60% of marketing professionals feel that it’s vital to have a brand-controlled video-sharing channel, one that allows them to gather more information about their audiences while also keeping that information secure. Of these respondents, 65% believe it’s because of the value of video viewing data in providing important sales funnel leads. This can open the door to more partnerships and increased video output. And in this case, the more quality videos, the better.
What do you think? Would you prefer YouTube for your advertising needs, or something more internal?
This article was originally published on alistdaily.com, the insiders’ source for editorial focused on entertainment marketing news, and content partner with VideoInk. It’s been lightly edited from its original version. Follow [a]listdaily on Twitter @alistdaily or subscribe for the latest news, data and more in your inbox.