Part Three of Three: Top Three Happenings from the World of CPL and Traditional Media that May Impact Your Business

In this final part of our three-part CPL and traditional media series, we outline the importance of video. Videos are coming on the scene and are being used extensively during the evaluation process.

  • Recent Google video usage studies suggest that there has been a significant uptick in use of higher education video assets on the web for active education seekers who are researching institutions.
    • You Tube:  62%
    • Higher education institutional websites:  57%
    • 28% watch education videos on college matching sites (EduPortals).
      • Source:  Compete:  U.S. Education Study Q4 2011


  • Video viewing offers varying benefits in their research sequence:
    • Understand specific features of a school:  72%
    • Learn about school’s culture and environment:  66%
    • Watch sample lectures:  52%
    • Learn about degree / program offering:  48%
    • Watch student testimonials:  44%


  • Video forms new opinions and perceptions of the institution:
    • “Consideration for,”  “Awareness of” and “Provides” a valuable degree all increased by at least 83% after viewing.
    • “Affinity” and “a school employers respect” and “has a respectable accreditation” all rose by at least 100% following review of video material.
      • Source:  Brand Perception in Higher Education Study – Released Q2 2012 by Google.


  • Relevant videos are a great way to improve organic rank listings as well.

Let us help you evolve your media strategy to more effectively reach students in a manner in which they not only prefer, but also one that drives results. Contact Scott Jager for more information at or 801-639-1657 to learn more about partnering with Datamark.

Scott Haslam

Scott Haslam has been with Helix Education for 3 ½ years and has over 8 years of experience in the Higher Education industry. He earned his BA degree in Communications from Brigham Young University.