Video marketing has come a long way over the past few years, and now it appears that a number of companies are looking to increase their overall budgets.

Vidyard, in partnership with Ascend2, recently shared results from a study, via Reel SEO, where 200 respondents discussed the ability to reach objectives with video marketing, as well as where it needs to increase in the future.

The study touches on important objectives, like increasing overall web traffic, generating potential new leads and sales revenue. However, not all marketers feel these objectives should be of focus, while others take advantage of video consumption data to find new leads.

When it comes to obstacles, the biggest one seems to be lack of an effective strategy, leading with 44 percent. The list also includes inadequate video budget (41 percent), lack of compelling content (40 percent), lack of production resources (39 percent), lack of performance metrics (30 percent), inadequate video distribution (25 percent), limited organizational buy-in (17 percent), and, at the very bottom, inadequate video SEO (14 percent).

Often, one of the big things that marketers discover is how video can be “siloed” into its own separate component, away from other plans being made. However, it can be used in conjunction with marketing activities and integrated into other strategies, according to the report. One suggestion: invite another part of the marketing department to share a brown bag lunch to discuss potential opportunities for collaboration.

When it comes to marketing effectiveness, the survey stated that it will increase for 91 percent of the companies polled, with more than half believing that it’s a change for the better.

Demonstration videos like the iPhone 6 Plus “Will It Blend” (below) seem to be the easiest for companies to create, and it’s the second most effective on the list.

The report also explained that 93 percent of companies outsource all or part of their video content creation in an effort to reach out with specialized expertise and technology, while another 21 percent outsource it entirely. Only seven percent create it in-house but this could change over the next year, depending on effectiveness.

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