Brightcove Study Reveals the State of Interactive Video in Marketing
February 02 2016 - 9:00AM
Business Wire
Report highlights interactive video’s
ease-of-use, accessible cost, and high customer engagement as key
marketing drivers in 2016
Brightcove Inc. (NASDAQ: BCOV), the leading provider of cloud
services for video, announced findings from its study “Interactive
Video: Defining & Measuring Performance” conducted with Demand
Metric. The study reveals the state of interactive video and
highlights ease-of-use, accessible cost, and high value to drive
audience engagement.
Key Findings about Interactive Video
Interactive video is part of the evolving video landscape and
offers marketers new opportunity in 2016 to drive better engagement
with key audiences. To better characterize use of interactive video
and to understand its potential to reach mainstream adoption,
Brightcove and Demand Metric surveyed Brightcove technology
partners and customers currently using interactive video.
Among this survey set, participants reported that interactive
video represents more than one-third of the video content that they
are producing. The report reveals that practitioners broadly define
interactive video to include:
- Paths/branching - Decision points in
the video that allow viewers to choose different story paths.
- Interactive experience - Quizzes,
calculations, or assessments incorporated within the video.
- Click within video - Clickable video
hot spots that direct viewers to resources or companion
content.
- Clickable buttons - Static clickable
buttons or banners that connect viewers to related content,
information, or calls-to-action.
Participants reported the top three benefits of interactive
video as greater engagement, longer viewing time, and heightened
understanding of audience behavior. Other responses included better
learning outcomes, message retention, and improved product
perception.
Nearly two-thirds of respondents reported that use of
interactive video drives better engagement. They noted particular
value for e-learning and customer training for classroom use. These
use cases benefitted from interactive video’s capacity for
gamification, personalization, and creation of a lean-in experience
for audiences.
Interactive Video in Practice
Nearly half of marketing participants reported that creating and
deploying interactive video was “easy” or “very easy.” Marketers
also reported planning to spend $30,000-40,000 USD on interactive
video over the next 12 months. Both survey findings bode well for
the two-thirds of respondents who reported their belief that
interactive video will be “more” or “much more important” in the
future.
The report also identifies current barriers to adoption. The top
barriers cited included time required to create interactive video,
integration with other marketing platforms, and interactivity not
being supported on some devices. Cost, organizational silos, and
resources (the number of people required to create interactive
video) were reported as the least challenging barriers
reported.
For marketers eager to harness interactive video, survey
participants recommended three keys to success:
- Define objectives - This initial step
is imperative to measure success later in the process.
- Consider the challenges - New practices
necessitate a learning curve and adjustments, so identify
challenges but don’t be deterred by them.
- Measure results - Interactive video
offers the power to create 1:1 conversations with audiences to
better understand their interests and behavior. The key is to
analyze metrics in order to fully tap the power of interactive
video.
The study results were based on survey responses from more than
500 individuals currently using interactive video or considering it
for 2016 marketing activity.
Supporting resources:
- Brightcove blog - Interactive Video:
Calculating ROI
- Brightcove blog - Why Interaction and
Exploration Are the Keys to Learning
- Brightcove blog - 2016: The Year
Interactive Video Officially Becomes “A Thing”
- Brightcove Video Cloud
- Brightcove for Marketing
Brightcove on social media:
- Brightcove Blog
- Twitter
- LinkedIn
- Facebook
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of
powerful cloud solutions for delivering and monetizing video across
connected devices. The company offers a full suite of products and
services that reduce the cost and complexity associated with
publishing, distributing, measuring and monetizing video across
devices. Brightcove has more than 5,000 customers in over 70
countries that rely on the company’s cloud solutions to
successfully publish high-quality video experiences to audiences
everywhere. To learn more, visit www.brightcove.com.
This press release may include forward-looking statements
regarding anticipated objectives, growth and/or expected product
and service developments or enhancements. Such forward-looking
statements may be identified by the use of the following words
(among others): "believes," "expects," "may," "will," "plan,"
"should" or "anticipates," or comparable words and their negatives.
These forward-looking statements are not guarantees but are subject
to risks and uncertainties that could cause actual results to
differ materially from the expectations contained in these
statements. For a discussion of such risks and uncertainties, see
"Risk Factors" in the Company's filings with the Securities and
Exchange Commission, including its most recent annual report on
Form 10-K. Brightcove assumes no obligation to update any
forward-looking statements contained in this press release in the
event of changing circumstances or otherwise, and such statements
are current only as of the date they are made.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160202005953/en/
North America:Waggener Edstrom for BrightcoveVanessa Royle,
415-547-7059vroyle@waggeneredstrom.comorEurope:Waggener Edstrom for
BrightcoveRebecca Lake, +020 7632 3856rlake@we-worldwide.com
Brightcove (NASDAQ:BCOV)
Historical Stock Chart
From Jun 2024 to Jul 2024
Brightcove (NASDAQ:BCOV)
Historical Stock Chart
From Jul 2023 to Jul 2024