YouTube Isn’t the Only Video-Marketing Game in Town

/ Sep 12, 2014


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.

emarketer video platforms for brandsDue 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, 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.

Tags: , , , , , , ,


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

Defy Media

Defy Media Close $70 Million Series B Funding Round

YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...


Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...