About 40% of media buyers at marketers and agencies say that measuring ROI in online video is hard to do. That’s why marketers should outline goals up front so they can better measure ROI against the cost per view in online video

Breakmedia's The 2011 Digital Video Advertising Trendsstudy cited both lack of standardized metrics and difficulty measuring ROI as the top barriers to online video advertising adoption.

A video campaign's ROI should be established prior to launch in order to determine the efficacy of the online video content and distribution tactics.

After identifying the objects of a web video marketer campaign, should analyze performance analytics and also look to see if the video content contributed to employee time savings as two metrics for determining the ROI of video content.

As online video moves away from a user-generated, "snack based" content platform and emerges as a significant supplementary entertainment portal, B2B organizations are creating highly sophisticated web video marketing campaigns that generate a strong ROI and viewer engagement.