Kaltura, the Video Experience Cloud, has unveiled a new report titled "The Marketing Power of Video-Based Experiences and AI in 2025." This report explores how video-first marketing strategies and AI are revolutionizing digital engagement. Based on a global survey of senior marketing professionals, it highlights the shift from traditional methods to video-based digital experiences as a cornerstone for achieving higher ROI and engagement.

Key Insights from the Report

1. Declining Effectiveness of Traditional Marketing Channels

• Key Challenges:
  • 99% of marketers report poor results with traditional digital channels.
  • Declining effectiveness was noted in:
    • Display/banner ads (45%)
    • Email marketing campaigns (43%)
    • Podcast marketing (40%)

2. The Rise of Video-Based Digital Experiences

• Positive Impact:
  • 98% of marketers report a positive ROI from video-based experiences.
  • 71% have increased investments in these tools over the past year.
• Top Goals Achieved via Video:
  • Lead generation (26%)
  • Knowledge sharing (25%)
  • Brand awareness (24%)
• Content Repurposing:
  • 97% of marketers repurpose video-based content to maximize reach and engagement.

3. Barriers to Adoption of Personalized Digital Experiences

• Key Challenges:
  • Lack of the right technology (37%)
  • Data shortages (35%)
  • High costs, compliance issues, and difficulty in sourcing reliable first-party data
• Despite these barriers, 92% of marketers emphasize the importance of personalization tools in driving engagement.

4. The Future of AI-Driven Video Marketing

• AI tools like Kaltura's Work Genie are helping organizations create highly personalized experiences to boost engagement and maximize ROI.
• As audiences grow accustomed to personalized interactions, marketers equipped with innovative tools will have a significant edge in building meaningful connections.

Quote from Kaltura's SVP of Marketing

"Video-based digital experiences are quickly emerging as one of the most effective marketing channels for driving ROI and boosting engagement," said Nohar Zmora, SVP, Head of Marketing at Kaltura. "Organizations leveraging tools like Kaltura Work Genie will be better positioned to enhance engagement and reap the benefits of personalized marketing."

Survey Methodology

The report is based on a survey conducted in September 2024, gathering insights from 600 senior marketing professionals (Director-level or higher) from companies with over 1,000 employees across the US, UK, France, Germany, and Italy.

Kaltura's report underscores the growing significance of video-based digital experiences and AI-driven personalization in modern marketing. As traditional channels lose effectiveness, video-first strategies are proving essential for achieving diverse marketing goals, including lead generation, brand awareness, and engagement. By addressing challenges in technology and data, organizations can unlock the full potential of video marketing and remain competitive in the evolving digital landscape.