Brightcove Inc. (NASDAQ: BCOV), the leading provider of cloud services for video, today announced general availability of Brightcove Audience, a new feature in the Brightcove Video Marketing Suite (VMS) that connects video analytics directly into Oracle Eloqua and Marketo marketing automation platforms, captures leads, and translates video engagement data into contact tracking, lead scoring, and customer segmentation. This feature allows marketers to achieve better results by turning their video content into highly-effective lead capture assets. The Brightcove integration is certified by Oracle and is available in Oracle Cloud Marketplace. Marketo customers can access the Brightcove integration in Marketo LaunchPoint.
Globally, video consumption is on the rise, with year-over-year rates for desktop devices increasing at 30 percent and 330 percent for mobile devices. The Middle East market in particular boasts some of the highest Internet and smartphone penetration rates in the world, prompting marketers to realize the potential for video marketing in the region. According to research firm Ipsos, the MENA Internet penetration rate is at 39%, with countries such as the UAE leading the region at 75%, followed by Kuwait at 64% and Qatar at 61%.
Quantifying the Impact of Video in Modern Marketing
Brightcove Audience enables marketers to directly incorporate video analytics into their marketing automation platform to quantify and measure the impact of video as they would with any other marketing asset. In just three clicks, Audience allows marketers to log into their Oracle Eloqua or Marketo account directly from within the Brightcove Video Marketing Suite, track video engagement data from Brightcove players, and begin sending data to their marketing automation platform.
Benefits for marketers include:
•Lead capture in the video player – Brightcove Audience gives marketers the ability to configure and add lead forms into the video player to capture lead information before, during or after the viewing session. This feature turns the most engaging piece of marketing content into a highly-effective lead generation asset.
•Track engagement from any video player location – Audience includes the critical ability to capture leads and track video engagement data from any location where a Brightcove player is embedded, whether on a company website, marketing landing pages, or third-party sites.
•Insight on audience engagement with data and analytics – Audience associates video engagement data, such as name of video, percent watched, and who watched it, with a specific contact record and sends it to Oracle Eloqua or Marketo to inform lead scoring, segmentation, nurturing, and sales and marketing follow-up. Unlike simply tracking the download of a PDF or whitepaper, tracking video engagement reveals how much of the content a contact consumed.
•Integration with Gallery for page level insight – When used with Gallery, Brightcove’s video portal publishing tool, Audience enables marketers to track page level analytics to understand how individual contacts interact with all video content throughout the customer journey. This information also connects with marketing automation platforms to provide a broad view of the customer interaction and complements data from specific videos.
Linda Crowe, Vice President, Digital Marketing, Brightcove, says “Marketers know that video is the future of digital marketing, but they have not had a solution to quantify video’s contribution to marketing and sales. Brightcove Audience solves that problem by measuring video engagement and collecting that data in a marketing automation platform like any other marketing asset. Using Audience, marketers can now see the specific data in Eloqua or Marketo that confirms what they already intuit – that video is the most effective and compelling medium to attract, engage, and convert audiences.”
“The MENA region, with its tech-savvy and content-seeking population, affords brands a wealth of opportunities to reach audiences across various digital platforms,” adds Brahim Laraiki, Regional Director, Brightcove Middle East and Africa. “Marketers are becoming increasingly aware of consumers’ preference for video content online. Through video, brands can share engaging story lines that lead to higher conversion. By developing a tool like Brightcove Audience that measures video engagement, marketers are in a better position to analyze the impact of their content and develop strategies based on specific, reliable data.”