Amplifying Content

Marketing with VideoBEST PRACTICES FOR

TELLING YOUR BRAND STORY

Cassandra Zuffante, Director of Partners, EMEA & LATAM

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©2014 Brightcove Inc3 |

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©2014 Brightcove Inc4 |

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the year 2002

TODAY

Average adult attention span?

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of the buyer journey

is driven through digital

channels and content

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Which meansYour content is one

of the most critical marketing

assets

Your CONTENTis your first sales call

second,

third…

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Video content marketing is one of the most

powerful ways to drive marketing results

VIRTUAL CONFERENCES

MOBILE CONTENT

RESEARCH REPORTS

VIDEO

44%

70%

33%

28%

25%

52%

15%

10%

What content types grew the most?

But what about our audience?

About our research

• 2000 Responses

• Global Consumer Audience

• Perceptions and Preferences

for Brand Content

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Key findings — A preference for video

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76%cite video as their preferred content source

when consuming brand information

Also, 24% said video is their ‘most trusted’ source of brand content

Key findings — Why do you trust video?

• 44% Video more appealing

• 29% It’s more authentic

• 28% It’s more engaging

• 10% It’s more shareable

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The power of better video — How do you feel

after watching a good online video from a brand?

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39% more likely to

research the brand

or product further

36% more likely

to tell friends and

family about the brand

30% more likely to

become brand loyal

Successful brands understand

this and are using video

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Brightcove Global Presence

• Founded 2004

• NASDAQ: BCOV

• 420 employees

• Headquartered in

Boston, MA

• 5,500 customers in

over 70 countries

• Delivering over 1.3B

streams/month

• 7.6MM player

loads/hour

• 1.7MM video

views/hour

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Complete Cloud Solution

Discrete Cloud Solutions

LIVE

Media Customers

© 2012 Brightcove Inc.

SCALE

Best practices

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Awareness

Engagement

Conversion

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“When it comes to

engagement, conversion

and on-brand messaging,

nothing delivers like

video.”

ExactTarget

Is it working?

100%increase in time on Site

500additional

sales leads

Reduced pagebounce rate by

12%

Awareness

Engagement

Conversion

The Challenge

Increase Awareness and Engagement

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Print Digital Social Stores

Is it working?

The Results

320% increase in traffic

How long should a marketing

video be?

14 minutes???

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What do consumers want from online video

experiences — what would encourage you to

view more video from a brand?

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3 of the top 4 consumer responses related to video delivery

faster launch times 31%

Less buffering 30%

More devices 28%

negative perception

of the brand.

62%

People with bad viewing experiences?

Awareness

Engagement

Conversion

Someone views a product video?

up to

more likely to buy!Source: Internet Retailer

Video on a landing page?

Conversion rates

Source: Eyevision Research 2013

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Link to Liz Earle TV

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Upsell and cross sell

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Guided Selling

Conversion Tools

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Invest in the right partners

TECHNOLOGYor product further

PRODUCTION &

STRATEGYSERVICES &

SOLUTIONS

Thank you!