ANA Survey: Video is Hot for Marketing, but ROI is the Hot Button

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Viral Video is the most rapidly growing digital media platform for marketers, according to the ANA (Association of National Advertisers) 2012 Digital and Social Media Survey. Eighty percent of marketers are using video as a marketing channel in 2012 as compared with 64% a year ago. Viral video use has been steadily increasing from 25% of marketers surveyed in 2007 to 80% surveyed in 2012. Companies with larger revenues are more likely to use viral video — 95% of respondents whose companies earn more than $10B annually use viral video (compared to 75% surveyed whose companies earn less than $10B annually).

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