Xxvi Video 2017 Business Benchmark Report File

The trends identified in this report—such as the rise of mobile viewing and the necessity of captions—laid the groundwork for the vertical video and AI-driven content landscapes we navigate today. Understanding these benchmarks allows modern businesses to see how far the industry has come and where the future of visual communication is headed.

You are a marketing director building a video KPI dashboard from scratch and need a logical framework. Skip if: You need current CPM (cost per mille) rates or TikTok/Reels benchmarks. xxvi video 2017 business benchmark report

The report’s most cited statistic—that 60% of B2B viewers drop off by the 15-second mark if the value proposition isn’t stated—was ahead of its time. This benchmark forced producers to rewrite scripts to front-load value. The trends identified in this report—such as the

Click-Through Rate (CTR): The effectiveness of in-video links. Skip if: You need current CPM (cost per

So, what are the best practices for video marketing in 2017? The report offers a few key takeaways:

The XXVI Video 2017 Business Benchmark Report identified personalization as a primary differentiator for high-performing brands. Moving beyond generic broadcasts, companies began using data to tailor video experiences for specific viewers. Key interactive features highlighted in the report include: In-video calls to action (CTAs). Interactive branching pathways for personalized learning. Embedded lead generation forms. Clickable hotspots for e-commerce integration.

While external marketing often grabs the headlines, the 2017 benchmark report emphasized the growing importance of internal video. Global enterprises increasingly relied on video for executive town halls, employee onboarding, and compliance training.