YouTube is booming. A recent analysis from Jefferies valued the company at up to $40 billion—more than Twitter. And marketers have taken note, using the platform to share content as digital video continues to rise in popularity. However, based on July 2014 polling by Demand Metric in partnership with Ascend2, it takes more than YouTube to generate the best return on investment (ROI) for video marketing. Instead, responses from marketing professionals in North America indicated that hosting video on one’s own website and external sites, such as YouTube and Vimeo, produced the best results.
Thanks to the convenience of platforms like YouTube, the percentage of respondents using just external sites to share content was nearly four times that of those only using their own websites, at 43% vs. 11%. However, combining the two host types indicated that websites weren’t totally devoid of video: 46% of marketers used a combination of their sites and external platforms to share such content—a way to “optimize benefits.” Read the rest at eMarketer.