Gartner L2 benchmarked brand video strategies based on social platforms and display advertising presence (Awareness) versus their on-site video features (Information) placing brands within one of four distinct quadrants: Leaders, Awareness-Oriented, Information-Oriented and Laggards.

The Awareness axis is based on brand performance on social platforms (Facebook, Instagram, YouTube) and display advertising presence. The Information axis encompasses integration of video-related features on their brand sites.

2019, n=200 Brands

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Leaders

Leaders (13%) seamlessly incorporate videos, not only on their brand sites, but also on their platforms and display ads. These brands are adept at scaling content across platforms and packing their brand sites with relevant video assets. This category includes long-standing leaders such as adidas and The Home Depot. 

Awareness-Oriented

Awareness-Oriented (20%) brands focus on creating content to disperse on their social outlets. They optimize their videos for different formats, either by aspect ratio or closed captioning. Brands in this category — concentrated mainly in the Luxury and Restaurants sectors — leverage their prolific video content to grow their social presences.

Information-Oriented

Information-Oriented (22%) brands provide videos throughout their brand sites. Instead of merely embellishing pages with videos, these brands — especially within sectors such as Beauty and Auto — thoughtfully integrate relevant videos, like tutorial videos on product pages. They usually employ educational video hubs with distinct commerce links.

Laggards

Laggards (46%) deliver underwhelming app experiences and also do not prioritize apps in their marketing budgets. These brands (including Albertsons, Foot Locker and Four Seasons) need to reconsider the utility of their apps by viewing the app road map, and then integrate them more prominently into their marketing strategy. Grocers and hotels were the most likely to be classified as Laggards.

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Leaders

Leaders (13%) seamlessly incorporate videos, not only on their brand sites, but also on their platforms and display ads. These brands are adept at scaling content across platforms and packing their brand sites with relevant video assets. This category includes long-standing leaders such as adidas and The Home Depot.

Awareness-Oriented

Awareness-Oriented (20%) brands focus on creating content to disperse on their social outlets. They optimize their videos for different formats, either by aspect ratio or closed captioning. Brands in this category — concentrated mainly in the Luxury and Restaurants sectors — leverage their prolific video content to grow their social presences.

Information-Oriented

Information-Oriented (22%) brands provide videos throughout their brand sites. Instead of merely embellishing pages with videos, these brands — especially within sectors such as Beauty and Auto — thoughtfully integrate relevant videos, like tutorial videos on product pages. They usually employ educational video hubs with distinct commerce links.

Laggards

Laggards (46%) have yet to fully utilize video assets into their digital strategy, whether on-site or not. Brands in this category include Personal and Home Care brands, which often fail to produce content that speaks to viewers or don’t optimize their video formats for each platform. These brands also don’t take advantage of their on-site real estate by incorporating relevant videos.

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View the Video 2019 Intelligence Report