Corporates Get Social: The State of Enterprise Video
This led to the conclusion for many that this could be better achieved using one unified outsourced and flexible platform that had the benefit of easy integration with an existing CMS (content management system) and could deliver across these multiplatforms at a lower cost.
Jeff Whatcott, Brightcove’s senior vice president of marketing, said the company has seen significant growth in this area.
“In 2010, we more than tripled the number of customers around the world that are using the Brightcove online video platform. A big piece of that growth continues to come from enterprises who are attracted by the unique power of video.”
He added, “Many of these organisations are concerned about the prohibitive cost and complexity of managing home grown systems for delivering high quality video experiences through browsers and apps across smart phones, tablets, connected TVs, and social platforms. Something that a platform such as Brightcove helps put these concerns to rest by providing a proven software-as-a-service platform that affordably scales from basic video hosting to sophisticated multi-channel, multi-platform video strategies.”
This trend looks to continue for the year to come as more and more companies look to remove the barriers to use of video and concentrate on getting more value from the content.
A Trend for the Coming Year?
So what for the year ahead?
All the trends identified previously (an increase in belief in video and a demand for more ROI while companies look at how they can properly exploit UGC and VSEO) look set to continue for the foreseeable future.
There is one area that has often been mooted for growth which may finally begin to show some signs of life.
Europe has historically lagged far behind the U.S. in the takeup of online video advertising, and the last year has done little to change that. To compare the markets, the U.K. has 21% of the U.S.’s unique users, but the advertising spend-to-date is under 6% of that of the U.S. ($1 billion versus $56 million). Germany has 28% of the unique users of the U.S. but an advertising spend of less then 5%.
At a recent Online Video Summit in London, Tremor Media’s VP Europe Dan Ruch suggested there were two main reasons why Europe lags so far behind the U.S. in online video advertising revenues—accountability is much more deeply researched in the U.S., and creative treatments for online video are more developed. There are also some questions about the quality of the available inventory.
There were some signs of potential progress for the coming year at the recent Future TV Advertising Forum. There were a number of interesting insights into the market as it stands and how things may evolve.
Sorosh Tavakoli, founder and CEO of Videoplaza, rejected suggestions that consumers “put up” with advertising, saying, “Our research shows that UK viewers are happy with advertising and if the content is good enough they understand that it is part of a healthy relationship.”
The discussion from Tavakoli and Gary Knight, branded entertainment and digital sales director for ITV, seemed to centre on how online video advertising becomes more relevant in a connected world.
This leads back to the way companies have traditionally seen video, focussing on it in isolation. In the last year, we have seen this idea reconsidered and video content become much more a part of the user journey. As we go forward, there will be a focus on much more tightly integrated content that is fully interconnected with campaigns either on the editorial platforms on which companies choose to advertise or with their own self-generated video content, forging a direct connection with their advertising.
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26 Feb 2015