Q1 2017, n=164 Brands*

  • Key
    Mass

    Mass brands spend their way to massive reach. The majority of these brands have historically spent millions of dollars on TV ads, creating a halo effect of organic interest in digital sites. Many of these brands heavily invest in video assets across Facebook, YouTube, and digital media. Mass brands include Geico, Samsung, and Old Spice.

    Scaled Engagement

    Scaled Engagement brands also have large budgets, but differentiate themselves by prioritizing digital engagement. They rely less on the halo effect of television and instead post bespoke digital videos to engage their audience online. They look beyond reach platforms Facebook and YouTube and are testing and learning with Instagram and Snapchat. Scaled engagement brands include Nike, Red Bull, and Kia.

    Micro-Targeting

    Micro-Targeting brands have smaller budgets but possess a mastery of digital. These brands use smart strategies to spark consumer engagement on social platforms, particularly Instagram. They invest in nimble, self-produced content, leverage influencers, and regularly open conversations with their followers via video through digital touchpoints. Micro- Targeting brands include IT Cosmetics, Charlotte Tilbury, and Ann Taylor.

    Laggard

    Laggards achieve below-average reach relative to their amount of spend. These brands have not devised a sound video strategy and are still testing formats, audience behavior, and tactics for stimulating engagement. Laggard brands include Allstate, Nordstrom, and Poland Spring.

    Average Line

    In order to benchmark video content strategies, brands are plotted on a two dimensional grid based on their degree of spend (including digital media, national TV, and social platform investment), and degree of reach (including organic views, live impressions, and indirect impressions).

    Based on this methodology, brands were assigned to one of four categories: Mass, Scaled Engagement, Micro-Targeting, and Laggards.

    View the Video 2017 Intelligence Report
    • Mass

      Mass brands spend their way to massive reach. The majority of these brands have historically spent millions of dollars on TV ads, creating a halo effect of organic interest in digital sites. Many of these brands heavily invest in video assets across Facebook, YouTube, and digital media. Mass brands include Geico, Samsung, and Old Spice.

    • Scaled Engagement

      Scaled Engagement brands also have large budgets, but differentiate themselves by prioritizing digital engagement. They rely less on the halo effect of television and instead post bespoke digital videos to engage their audience online. They look beyond reach platforms Facebook and YouTube and are testing and learning with Instagram and Snapchat. Scaled engagement brands include Nike, Red Bull, and Kia.

    • Micro-Targeting

      Micro-Targeting brands have smaller budgets but possess a mastery of digital. These brands use smart strategies to spark consumer engagement on social platforms, particularly Instagram. They invest in nimble, self-produced content, leverage influencers, and regularly open conversations with their followers via video through digital touchpoints. Micro- Targeting brands include IT Cosmetics, Charlotte Tilbury, and Ann Taylor.

    • Laggard

      Laggards achieve below-average reach relative to their amount of spend. These brands have not devised a sound video strategy and are still testing formats, audience behavior, and tactics for stimulating engagement. Laggard brands include Allstate, Nordstrom, and Poland Spring.