The Brightcove PLAY 2016 conference in Boston last week brought together video industry experts from all across the world, from Sweden to Salt Lake City, to New Zealand. Through numerous sessions and panel discussions, several themes emerged.
VIDEO IS A TEAM EFFORT
Producing and distributing digital video takes a strong team effort and ecosystem on the part of the content provider. Online video is as close to a one-to-one discussion that a brand can have with their consumer in digital, and the messaging should be carefully considered and well thought out. Too many brands begin their video production based on technology. Instead, they should be thinking about how they want to present their brand and communicate to their current customers, new prospects, and even internal employees. Consider repurposing existing content, especially if it’s good, rather than producing content that is subpar.
The experts at Brightcove PLAY agree that content should be considered first and the technology will follow. In fact, there is a good chance that it already exists!
DON’T FORGET ABOUT ANALYTICS IN VIDEO
Advertisers who run paid search and display programs talk a lot about ROI, metrics, and measurement. This discussion does not always happen when video comes into the picture. But, according to Brightcove and its partners, there is no reason not to provide analytics and measurement for your video efforts. This is especially true if you’ve included interactive elements in your video. Just about everything in digital video can be measured, from initial views to view-completion rate, and from interaction rate to conversion. Video can even be a catalyst for onsite personalization, connecting interactive video to marketing automation.
While video is not always thought of as an ROI-driver, there are ways to measure ROI from video players. As noted above, the technology is probably already there.
CREATE VIDEO WITH ALL CHANNELS IN MIND
Although conventional TV still comprises the highest percentage of advertising spending, the industry as a whole is continuing its massive shift in video viewing from conventional TV to digital. A recent eMarketer article noted that social video spending is growing quickly, and in some cases has overtaken several TV-related properties. Content syndication and social distribution are two key things that publishers of content need to take advantage of, and they will also need to create assets that will render on many different platforms.
POWER THE CUSTOMER JOURNEY FOR VIDEO
Too many times video is considered only for an awareness play. But brands should consider its usage in all stages of the customer journey. Syndication and distribution of content increases both awareness and engagement, and can ultimately lead to an increase in qualified conversions. Brightcove itself uses video email to nurture prospects, giving them the information they need at different points along their decision process. The benefit? A recent Wiley study found that viewers who watched at least 5% of a video were more likely to convert.
POSITIVE USER EXPERIENCE
Ultimately, it should be all about the user experience. Users now have unprecedented control over their own online experience, which can be counter-intuitive to what publishers want. Witness the rise in ad blockers that can take dollars away from conventional online publishers such as CNN or Forbes. But if we focus on delivering a more targeted video rather than taking a scattergun approach, users will be more likely to have a positive feeling about your video, and will consume more. Unruly, a video ad tech company, recommends focusing on a motivational and emotional experience, rather than an informational one.
WHAT DOES THIS MEAN FOR MARKETERS?
Video can and should play a key role in your brand positioning and marketing messages. But launching video on your website or in your advertising does not have to be a complex process. Your time is better spent creating great content. Consider using a company such as Brightcove to build and launch great video experience for your users, while seamlessly integrating with your backend systems.