A recent report from Econsultancy measured ROI on various forms of marketing. The traditional type of marketing such as PPC and email showed the best ROIs but video content marketing rounded off the list at the bottom. This could be due to the fact that there is a lack of knowledge among online video marketers on how to properly measure the ROI of video content marketing campaigns. Some may not even know how to run an "active video content marketing campaign" at all. Video content marketing plans that focus on engagement are difficult to measure. Tangible numbers for conversion may be slim. What's interesting is that marketers just may not be focusing on ROI as a benchmark for success, but the tide is turning as more video content marketers are beginning to understand how to prioritize measurement.