Looking back at 2016, the year was one of the biggest yet for video marketing. More and more outlets adopted this form of advertising than ever before, and this massive adoption rate created new practices and trends that no one really saw coming.

Although all forms of marketing change and adapt over time, few go through changes as quickly as that of video marketing. The Internet Age is one that doesn’t slow down for anyone, and this is extremely applicable when talking about online video advertising.

While the core principles and practices will always remain true, the way in which we approach video marketing has seen some big evolutions that you need to properly adhere to if you want to stay ahead of the curve throughout the year. Here are the top 5 video marketing practices that you need to be implementing in 2017.

1. Live streaming

Live streaming has become huge. Sites such as Facebook, YouTube, Twitter, and others popularized the idea of live broadcasting you and the world around you, and this is something that doesn’t show any sign of going away soon.

During 2016, we saw companies along the lines of Chevrolet, Disney, Buzzfeed, EA Sports, Ari BnB, and others adapt some sort of live streaming as part of their video marketing tactics. More companies have already jumped on the live streaming bandwagon in 2017, and all signs point to even more adopting it in the future.

A report from Tubular shows that Facebook’s live streaming activity increased by 200,000+ active users between January and June of last year, and YouTube’s live streaming service saw an increase of a massive 80%.

This is easily the biggest trend in video marketing right now, and as such, it’s important that you start working it into your own campaign so you don’t get left behind.

2. Virtual reality and 360-degree videos

Also referred to as immersive video content, video clips that can be viewed in 360-degrees on a device or feature some sort of virtual/augmented reality aspect boomed quite a bit throughout 2016. It’s been proven that people are sold on the idea of being able to completely engage themselves in different types of content, and this sort of deep engagement can be used to showcase richer and more fulfilling ad experiences as well.

Incorporating ads and marketing videos into this sort of form factor is still a relatively new endeavor, but it’s another trend that is still going strong at full speed ahead. And, with it being so young, jumping into the game now will give you an edge over competitors that decide to wait things out and see where this immersive video thing ends up.

3. Personalize your videos for your audience

With video becoming such a popular form of marketing, it means that everyone and their dog is creating some sort of video content for their marketing campaign. However, something that not everyone is truly taking advantage of is the power of personalized marketing videos.

Video personalization is specifically tailoring your video content to the audience and people who will be viewing it. The benefits of personalized video, including increased customer engagement and longer video viewing times, are far too great to overlook it.

Companies such as Nike and ATT have already taken note of this trend and started to implement personalized video into their own campaigns, and with it working so well for big names like these, there’s no reason it won’t work for you and your brand as well

4. Carefully study and understand video analytics

We’ve had access to video analytics for a number of years now, but if you aren’t using them to their full potential in 2017, you might as well not even bother with video marketing at all.

Video analytics provide you with a deep understanding of your audience and how much of an impression your content is making, and you can use this information to help make your videos even more powerful than they currently are.

Creating and kicking out videos however you see fit is one thing, but creating videos based off of what your analytics are telling you is an entirely different ballgame — the ballgame that you should and need to be a part of.

5. Work with a professional

Handling all of your video marketing on your own end can be rewarding, but it can also be extremely stressful and tiring.

This doesn’t mean you don’t have any good ideas or video-making skills, but if you want to ensure that the content you’re kicking out is as good as it can be, it’s critical that you work with a video marketing agency to elevate your content to the next level.

With more and more people adopting video marketing in 2017, trying to stand out with quality content is more important than ever. With a trusted agency at your side, this is a very achievable and plausible goal.

Final Thoughts

There isn’t and never will be a one-size-fits-all answer to rocking video marketing, but there are tips and tricks you can follow based on what’s currently taking place in the advertising industry. By following the 5 tips described in this guide, you can be fully prepared and ready to absolutely rock your video marketing campaign now and throughout the rest of 2017.

This guest post was written by VideoRemix, a video software company that allows users to create, edit, personalize, and publish production-quality video campaigns to engage their audience.

Video marketing is only as expensive as the budget you’re working with.

Online marketing is a dynamic business but not always unpredictable. For years now we’ve seen consistent trends that indicate certainties such as users are used to watching ads while browsing the internet and now more than ever those videos influence their purchasing habits.

To help those on the fence with regards to their own video marketing we’ve put together a list of answers to commonly asked questions.

Is video marketing expensive?

Video marketing is only as expensive as the budget you’re working with. There are lots of ways to create effective videos that don’t cost you anything other than your time. You won’t be butting heads with industry leaders right away and as your marketing efforts help grow your business so should you grow the budget.

When it comes to making your videos focus on the value of the content over the presentation. Getting too creative can be a bad thing if it limits your ability to convey your message.

Where should you use video marketing?

Include video in your page content

A study by Mist showed that having a video on your landing page increased your chances of being found on page 1 for your targeted key phrases by 53%.

Having a page 1 SERP listing is a challenge and if you’re in a highly competitive industry where a conversion is highly valuable then it becomes a constant struggle against your competitors.

Increasing your page 1 rank chances by 53% makes a strong case for including video in your online marketing.

Include video with your blog posts

You spend a lot of time on your blog posts and the content can have just as much value as a landing page. Why not include the info as a video and increase the chances of that information reaching more people?

When you create blog content that users love they link to it in their own content marketing. Anyone marketing online knows the value of a strong link from a reputable website. SEO authority moz.com found that by providing a video along with the blog’s text and images you expand your reach by 3X and that means 3X the user and 3X the link earning.

Should video marketing replace your blog?

Generally no but it should be made a part of it. While online videos represent 69% of all global consumer online traffic in 2017 and 69% is obviously not a number you can ignore that’s not to say your industry is necessarily on the high end of the trend towards video.

It’s likely still trending that way but don’t let it override your established efforts. User’s expectations and habits vary per industry and niche within so add it to what you’re doing rather than switching over altogether.

How do you know if video marketing is right for you?

Try some A/B testing between pages and posts and see how your engagement is with your users. You likely won’t affect your rank too much with just 1 video so check your Google Analytics to evaluate the performance.

Additionally, for further insight, you can also utilize the analytics from social platforms you share the content through. Twitter, Facebook, Pinterest, and YouTube all have their own stats you can review to see how well your content did once you added a video.

You can even reuse old content by adding a video and sharing it again. Then look at the first round of marketing’s stats vs. the stats after you added your video.

Bonus tip for marketing videos towards women

Marketing to women? A recent study by adeliestudios.com found 83% of Moms turn to the Internet when they need answers.

It makes sense that if the answer to any question a busy mom may ask is on your website then you should have an answer that’s easy to receive. And that means including a video with your content.

Someone in a rush who wants an easy answer could really be assisted by having that answer in a quick, user-friendly format.

Adding a video that covers the answer you have in your content could easily mean the difference between a click back and a new lead so makes sure you have a video option if you are in a position to answer something a Mom might need a quick answer to.

—

DISCLAIMER: This article expresses my own ideas and opinions. Any information I have shared are from sources that I believe to be reliable and accurate. I did not receive any financial compensation in writing this post, nor do I own any shares in any company I’ve mentioned. I encourage any reader to do their own diligent research first before making any investment decisions.

Why is video still a thorn in the side of small businesses?

Even before the explosion of brand engagement via relatively recent channels such as Facebook Video, Periscope, and Snapchat’s self-serve video advertising platform, SMB (small and medium-sized business) marketers have traditionally struggled with committing to a long-term video strategy.

After all, video content represents unexplored territory for many marketers who considered blogging or social media to be their bread and butter. Video was always primarily for larger brands with more robust budgets for production shoots and Hollywood-caliber editing talent.

Consider the most recent monthly YouTube channel leaderboard from Socialbakers:

The top five is dominated by mainstream entertainment brands, which makes sense, but who invited this “Ryan ToysReview” to the party?

Data from Social Blade reveals that as recently as two years ago, Ryan ToysReview’s YouTube presence didn’t exist. In fact, if we go back six years, Ryan himself didn’t even exist.

Image source: Social Blade

Clearly, the marketing world has reached a turning point when it comes to video, and even DIY personal brands and marketers from smaller companies are realizing that they need to figure out how they can get in on the action.

How the democratization of video looks in 2017

Small businesses are hunting for ways to integrate video into their marketing without blowing out their budgets or wasting tons of time. As a result, new platforms are emerging to provide SMBs with streamlined access to better tools that make it easier to churn out professional-grade video assets at scale.

That’s exactly what Slidely is doing to the benefit of marketers scared off by traditional video content. The company’s newly launched Promo by Slidely web app lets users create video content prime for social sharing, minus the headaches involved with tedious storyboarding, footage acquisition and editing.

Promo was designed to combine professional-grade, scalable video clip creation with affordability. The platform provides users access to over 2 million high-definition videos from the Getty archives, a full library of rights-cleared music and a user-friendly interface to add custom text and a logo in a snap. Rather than focus on major productions, Promo was created as a solution for marketers who want to post new video content to their social media presences with consistency over time.

“Video isn’t a one-play gig,” Tom More, the CEO of Slidely, recently told Inc. “It needs commitment and consistency. You can’t put all this money and effort into one video, thinking that sole piece of content will solve everything for your company. It’s not going to work.”

At the same time, platforms such as Facebook Live have blown up in a big way among small business owners. Live video via Facebook is watched three times longer than recorded broadcasts, and more and more businesses and brands are hopping onboard the live bandwagon.

Facebook CEO Mark Zuckerberg clearly saw the writing on the wall regarding the power of live video, as noted in an oft-cited interview with BuzzFeed last year. Said Zuckerberg:

We’re entering this new golden age of video … I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.

Zuckerberg’s (self-fulfilling) premonition seems to go hand in hand with the idea that video consumption will only continue to spike in the coming years. Additionally, live video removes the pressure of coming up with a script or brilliant presentation on behalf of business owners. In the live realm, raw and unpolished content are totally fair game.

How ADHD Became My Superpower! #FOMOFanz Ep. 33

Live recording of FOMOFanz podcast episode 33: How ADHD Became My Superpower! Subscribe to the podcast on iTunes: http://iTunes.FOMOFanz.LiveUse my favorite podcast app Otto Radio on mobile or browser: http://ottoradio.fomofanz.live

Posted by Brian isocialfanz Fanzo on Tuesday, May 30, 2017

The rise of informal vlogs from the likes of Brian Fanzo, Tai Lopez and Gary Vaynerchuk serve as inspiration for business owners wary of channels like YouTube. The fact that one needs little more than a smartphone to get started with vlogging or live social broadcasts signals just how accessible video is becoming to modern businesses.

Why video marketing is now a ‘must-do’

Sure, most of the marketing sphere is already well aware of the power associated with video content. Consumption and creation are at an all-time high, and according to an April Google-commissioned Nielsen study, YouTube reaches more adults 18+ during prime time than any cable network does.

But if Cisco’s projection that 82 percent of all consumer web traffic will be video-based by 2021 comes to fruition, it’s crystal-clear that the adoption of video has to be a matter of “when” and not “if” for SMBs.

We constantly hear the cry that the barrier of entry to video content is lower than ever for small businesses, which is indeed true. The wealth of video creation apps available continues to widen, while the popularity of live broadcasts, with their lower standards for production value, make it easier for scrappy SMB marketers to feel comfortable experimenting.

By now, we’re all familiar with the top channels available to both produce and distribute video. Through YouTube alone, there are plenty of opportunities for first-timers to test the waters, right? Then why are 39 percent of businesses still sleeping on video, despite visual content being heralded as the be-all, end-all of modern marketing?

For SMBs, video represents a major hurdle

To many business owners, video marketing remains akin to an exclusive club.

Between budget constraints and the amount of time associated with filming and editing any given video, the hesitance of your average SMB is certainly understandable.

After all, the idea of video itself is synonymous with a “production.” From crafting scripts to investing in filming and editing software, the sheer work involved with video marketing is enough to scare away SMBs. Even acquiring stock footage can involve barriers to entry, with cumbersome contracts and clunky interfaces that don’t feel especially welcoming to first-timers.

Despite the opportunities afforded to budget video marketers today, the task itself still seems like an uphill battle.

The future of video for SMBs

The future appears bright for SMBs looking to leverage video, and thought leaders such as Slidely’s More encourage businesses to embrace the challenges associated with the new era of dynamic visual content. As More told Inc.:

In the next three to five years, we will see all the other types of businesses accept the new reality that video is here to stay, and that the barrier to entry is extremely low. The challenge isn’t creating video content, in itself. The challenge is being able to create worthwhile video content on a regular basis.

We’ve reached a make-or-break moment, where social-ready video content marketing has become the expectation for businesses and their customers rather than an exception to the rule. Although the barrier to entry is indeed lower than ever, the fact remains that businesses have a responsibility to create quality video content versus hoping for a silver-bullet solution.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

TwentyThree, the leading video marketing automation platform, announced an innovative cooperation with leading inbound marketing and sales platform — HubSpot. The new partnership would seamlessly bring video and marketing automation together.

50% of all website engagement is from video, which means that brands are missing half of their attribution data to nurture and convert their users. This integration will allow marketers to track, automate, and manage all of their valuable video metrics.

Brad Coffey, Chief Strategy Officer, HubSpot, said, “At HubSpot, we’ve seen dramatic results when our customers combine video and marketing automation. This space is moving quickly and we’re excited that TwentyThree are pioneering video marketing automation as a category. We believe that TwentyThree will create impressive results for our customers going forward.”

CEO SPEAK

In an exclusive interview with MarTech Series, Thomas Madsen-Mygdal, CEO and co-founder of TwentyThree spoke about the benefits of this latest integration with HubSpot.

MTS: How can marketers benefit from the latest TwentyThree + Hubspot integration for video marketing automation? 

Thomas Madsen-Mygdal: The integration brings video into every touch-point in HubSpot, so video become a way to drive better leads, better data, and better results:

– Every video interaction becomes trackable in HubSpot (before up to 50% of website interaction was video and was untracked). Every play goes on the contact timeline with a full email address, and the data can be used for segmentation and lead scoring.

– Video and live events can be used to convert leads (we’ve seen conversion rates of 60% for on-demand content and 80% for live).

– Video becomes an intuitive tool in all the common tasks, including e-mail campaign and lead nature flows (our tools lets HubSpot users embed a video preview directly into emails, increasing click-through rates by 62%).

MTS: How do you see video marketing evolving in the next 2 years with the growing proliferation of AI and programmatic technologies?

Mygdal: We see incredible opportunities in this space and are excited to help marketers use this tool in their everyday work. We’re yet to launch anything publicly though.

MTS: Is TwentyThree planning to offer any innovative solution that unifies MarTech and AdTech?

Mygdal: Yes, our Connect feature brings video into all the common parts of the marketing stack — including retargets and social media.

Using TwentyThree and HubSpot together, marketers can now —

• Track and profile their video audience
• Collect leads via gated video forms
• Use powerful tools like, video email and landing pages, to integrate video into email marketing and nurture flows
• Integrate the video marketing platform and marketing automation system

“TwentyThree has built a really deep integration that enables HubSpot users to use video marketing in new ways. For example by building audiences and segments using video”, said Al Biedrzycki, Principal Tech Partner Marketing Manager, HubSpot.

Customers Increased Lead-Gen Through Video

Early customers include Zendesk, Branch and Universal Robots, all of whom have seen a significant impact on conversion rates, enhanced data, and increased lead-generation through video. Universal Robots increased their month-over-month lead conversion rate by 50% percent simply by using TwentyThree to convert viewers into leads.

“The 50% increase came with the same amount of traffic and the exact same videos — just by flipping a switch,” said Christian Johansen, the Digital Marketing Specialist at Universal Robots.

The video marketing automation release of TwentyThree was launched in correlation with the first ever conference on video marketing automation, featuring more than 15 speakers from HubSpot, Zendesk, Branch and EY; along with thought leaders like GrowthHackers’ Sean Ellis, Martech’s Scott Brinker and Forrester’s Nick Barber.

Mygdal added, “The old marketing saying about not knowing which half of your marketing spend is going to waste is still uncomfortably true. Too often marketers count likes, shares, and plays rather than the true performance of activities. TwentyThree changes that by enabling detailed playback tracking and viewer profiling; through effective conversion tools within video players; and by integrating this data deeply into marketing automation flows.”

Currently, TwentyThree has offices in San Francisco and Copenhagen. An innovator in video marketing, TwentyThree’s video marketing platform is used by hundreds of leading digital marketers globally to run and optimize their video across social and inbound platforms.

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Looking back at 2016, the year was one of the biggest yet for video marketing. More and more outlets adopted this form of advertising than ever before, and this massive adoption rate created new practices and trends that no one really saw coming.

Although all forms of marketing change and adapt over time, few go through changes as quickly as that of video marketing. The Internet Age is one that doesn’t slow down for anyone, and this is extremely applicable when talking about online video advertising.

While the core principles and practices will always remain true, the way in which we approach video marketing has seen some big evolutions that you need to properly adhere to if you want to stay ahead of the curve throughout the year. Here are the top 5 video marketing practices that you need to be implementing in 2017.

1. Live streaming

Live streaming has become huge. Sites such as Facebook, YouTube, Twitter, and others popularized the idea of live broadcasting you and the world around you, and this is something that doesn’t show any sign of going away soon.

During 2016, we saw companies along the lines of Chevrolet, Disney, Buzzfeed, EA Sports, Ari BnB, and others adapt some sort of live streaming as part of their video marketing tactics. More companies have already jumped on the live streaming bandwagon in 2017, and all signs point to even more adopting it in the future.

A report from Tubular shows that Facebook’s live streaming activity increased by 200,000+ active users between January and June of last year, and YouTube’s live streaming service saw an increase of a massive 80%.

This is easily the biggest trend in video marketing right now, and as such, it’s important that you start working it into your own campaign so you don’t get left behind.

2. Virtual reality and 360-degree videos

Also referred to as immersive video content, video clips that can be viewed in 360-degrees on a device or feature some sort of virtual/augmented reality aspect boomed quite a bit throughout 2016. It’s been proven that people are sold on the idea of being able to completely engage themselves in different types of content, and this sort of deep engagement can be used to showcase richer and more fulfilling ad experiences as well.

Incorporating ads and marketing videos into this sort of form factor is still a relatively new endeavor, but it’s another trend that is still going strong at full speed ahead. And, with it being so young, jumping into the game now will give you an edge over competitors that decide to wait things out and see where this immersive video thing ends up.

3. Personalize your videos for your audience

With video becoming such a popular form of marketing, it means that everyone and their dog is creating some sort of video content for their marketing campaign. However, something that not everyone is truly taking advantage of is the power of personalized marketing videos.

Video personalization is specifically tailoring your video content to the audience and people who will be viewing it. The benefits of personalized video, including increased customer engagement and longer video viewing times, are far too great to overlook it.

Companies such as Nike and ATT have already taken note of this trend and started to implement personalized video into their own campaigns, and with it working so well for big names like these, there’s no reason it won’t work for you and your brand as well

4. Carefully study and understand video analytics

We’ve had access to video analytics for a number of years now, but if you aren’t using them to their full potential in 2017, you might as well not even bother with video marketing at all.

Video analytics provide you with a deep understanding of your audience and how much of an impression your content is making, and you can use this information to help make your videos even more powerful than they currently are.

Creating and kicking out videos however you see fit is one thing, but creating videos based off of what your analytics are telling you is an entirely different ballgame — the ballgame that you should and need to be a part of.

5. Work with a professional

Handling all of your video marketing on your own end can be rewarding, but it can also be extremely stressful and tiring.

This doesn’t mean you don’t have any good ideas or video-making skills, but if you want to ensure that the content you’re kicking out is as good as it can be, it’s critical that you work with a video marketing agency to elevate your content to the next level.

With more and more people adopting video marketing in 2017, trying to stand out with quality content is more important than ever. With a trusted agency at your side, this is a very achievable and plausible goal.

Final Thoughts

There isn’t and never will be a one-size-fits-all answer to rocking video marketing, but there are tips and tricks you can follow based on what’s currently taking place in the advertising industry. By following the 5 tips described in this guide, you can be fully prepared and ready to absolutely rock your video marketing campaign now and throughout the rest of 2017.

This guest post was written by VideoRemix, a video software company that allows users to create, edit, personalize, and publish production-quality video campaigns to engage their audience.

Chat with us in Facebook Messenger. Find out what’s happening in the world as it unfolds.

Tubular Insights (formerly known as ReelSEO) has been publishing the findings of Animoto’s annual reports on the state of social video marketing for years. So, highlighting the findings of “The State of Social Video 2017: Marketing in a Video First World ” is a great way to update critical data and analyze the latest trends in the digital video marketing business.

In addition, Mark Zuckerberg didn’t declare that “We see a world that is video-first with video at the heart of all our apps and services” until the Facebook earnings call on July 27, 2016. So, this is the first time that Animoto has surveyed 1,000 consumers and 500 marketers since then. That gives video marketers an opportunity to discover what strategic insights and tactical advice can be gleaned now that “over 500 million people are watching videos on Facebook every day,” while “people around the world are now watching a billion hours of YouTube’s incredible content every single day!”

84% of Viewers are Watching Social Video via Mobile

So, what are some of the highlights in Animoto’s latest report? Well, here are some eyebrow raisers from the survey of consumers:

• Where are they watching? 84% watch on mobile devices.
• When are they watching? 33% during the lunch hour, 43% during the afternoon, 56% during the evening, 38% before bed, and 16% in the middle of the night.
• Where do consumers engage with branded videos daily? 49% on Facebook, 32% on YouTube, 24% on Instagram, 22% on Snapchat, and 22% on Twitter.
• 64% of consumers purchase after watching branded social videos
• What kind of video content are consumers most likely to like and share? Behind-the-scenes videos, funny videos, educational videos, and emotional videos.

And here are some eyebrow raisers from the survey of marketers:

• Video has become a must-have for savvy marketers. Of those at companies that have created at least two videos in the last year, 48% create 4+ videos every month and 27% create 6+ videos every month.
• How are they doing it? 92% of marketers make videos with assets they already have. And 81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating square and/or vertical videos.
• Where are video marketers focused? Marketers rated themselves confident or very confident in creating videos that’ll drive views, engagement, and purchases on the following platforms: Facebook (87%/86%/83%), YouTube (84%/81%/79%), Twitter (72%/73%/70%), and Instagram (69%/72%/67%).

Now, that’s what I’ve gleaned from what I’ve seen. But, check out Animoto’s infographic and see if you discover other strategic insights or tactical advice.

Or, watch the archived Facebook Live event that was held earlier this month. Animoto’s Chief Video Officer Jason Hsiao was joined by Brian Peters from Buffer to dive into the latest findings.

The Question of Metrics

As always, it’s worth noting that we’re comparing apples to oranges. And the first strategic insight that you can glean is that Facebook tends to emphasize reach (“over 500 million people”), while YouTube tends to emphasize watch time (“a billion hours”). Perhaps that shouldn’t be surprising, since Facebook says you pay for a “view” when a video is displayed in a user’s news feed for 3 seconds or more, even if the person doesn’t actually click on the video to watch with the sound turned on, while YouTube says you pay for a “view” when a viewer watches 30 seconds of your video – or the duration if it’s shorter than 30 seconds – or engages with your video, whichever comes first.

Who knows, somewhere in the distant future, the entire social video ecosystem may adopt the “smoot” as the non-standard, humorous unit of length for a “view.” Until that mythical day occurs, just realize that all “views” measured in slightly different ways.

San Francisco and Copenhagen: TwentyThree, the video marketing automation platform, is announcing an innovative cooperation with HubSpot to seamlessly bring video and marketing automation together.

50% of all website engagement is now from video, which means that brands are missing half of their attribution data to nurture and convert their users. This integration will allow marketers to track, automate, and manage all of their valuable video metrics.

“At HubSpot we’ve seen dramatic results when our customers combine video and marketing automation. This space is moving quickly and we’re excited that TwentyThree are pioneering video marketing automation as a category. We believe that TwentyThree will create impressive results for our customers going forward,” said Brad Coffey, Chief Strategy Officer, HubSpot

Using TwentyThree and HubSpot together, marketers can now: 

• Track and profile their video audience
• Collect leads via gated video forms
• Use powerful tools like, video email landing pages, to integrate video into email marketing and nurture flows
• Integrate between the video marketing platform and marketing automation system

“TwentyThree has built a really deep integration that enables HubSpot users to use video marketing in new ways. For example by building audiences and segments using video”, said Al Biedrzycki, Principal Tech Partner Marketing Manager, HubSpot.

The video marketing automation release of TwentyThree is launched in correlation with the first ever conference on video marketing automation, featuring more than 15 speakers from HubSpot, Zendesk, Branch and EY; along with thought leaders like GrowthHackers’ Sean Ellis, Martech’s Scott Brinker and Forrester’s Nick Barber.

“The old marketing saying about not knowing which half of your marketing spend is going to waste is still uncomfortably true. Too often marketers count likes, shares and plays rather than the true performance of activities,” said TwentyThree CEO, Thomas Madsen-Mygdal.

“TwentyThree changes that by enabling detailed playback tracking and viewer profiling; through effective conversion tools within video players; and by integrating this data deeply into marketing automation flows.”