buto.tvIndustrial-strength web video

for every organisation

Will Grant | Technology Director

Steffan Aquarone | Business Development Director

An Introduction to ButoGenerate more revenue, customise your video and

make your content more findable

– transcript from online seminar 11/2/11

• Today we’re going to give you a broad overview

of Buto. We’ll explain what it is and how it works.

• We’ll also show you some of the features that

you can use to plan, manage, measure and

improve your online video strategy.

• Buto is an online video platform. It’s a software

as a service product, which means you access

the whole thing online.

• Buto gives you one central place where you can

organise all your video content, search through it

easily, and choose what to publish where.

• Video on the web is commonplace for lots of brands,

but using video strategically to achieve business

objectives is where we see the future.

• A lot of what we’re going to show you can be

deployed tactically as part of an overall online video

strategy

• But crucially the measurement tools in Buto will help

you assess what’s working and how you can improve

your results.

• This is a general demo though – there are other

events (and slide decks) that cover subjects like

analytics in detail.

• The first thing we’re going to show you is about

generating more revenue. Video has been a feature

of a lot of websites for ages but we’ve created an in-

player ads feature that lets you turn viewers into

engagements or enquiries through simple clickable

calls to action.

• In fact in-video adverts have been around for a long

time in YouTube. But remember that YouTube exists

to generate clicks for Google’s advertisers.

Essentially its purpose is to take viewers away from

your content.

• As a result click-through rates are usually quite low,

often sub 1%. But when a content owner offers

clickable actions that are relevant and timely, such as

with Buto’s in player ads that you control, we’ve seen

click-throughs increase 10-fold.

• Buto’s in-player ads are easy to create. You can enter

title, description, link text, URL and a thumbnail image

if you wish.

• The URL can be anything you can load into a browser,

so some customers are using this feature to offer PDF

downloads and others to push products into the

ecommerce shopping basket.

• Clicking ‘Setup timed ads’ will then let you choose

which ads you want to display, and exactly when in

the timeline you want them to appear and

disappear. You can also set end-video ads too.

• In-player ads are a simple way of generating

enquiries or conversions from your videos and

turning viewers into prospects.

• All actions on each view of every video are recorded

by the system and displayed in the ‘Statistics’ part of

Buto, so you can see how each ad and video is

performing. If you link your Buto account to Google

Analytics and have ecommerce installed, you can

even see how much revenue each video is

generating.

• This information means your can adjust the wording

and positioning of your ads, the location of your video

content in your site and the timings of your ads to

achieve optimum performance.

• Another important tool within Buto is the player

customisation. This happens through two key

features: player themes (which control how the

player looks) and player settings (which control the

behaviour of the player).

• Player settings and themes are controlled centrally in

your account – you just apply the settings and

themes files you want to each video.

• Of course, this information means your can adjust

the wording and positioning of your ads, the location

of your video content in your site and the timings of

your ads to achieve optimum performance.

• Another important tool within Buto is the player

customisation. This happens through two key

features: player themes (which control how the

player looks) and player settings (which control the

behaviour of the player).

• Clicking ‘videos’ and ‘player settings’ shows you the

defaults that are available – but you can create a

new one and configure each variable from scratch.

Comments can be

enabled or disabled,

and moderation toggled

(so you can approve

comments within the

‘Comments’ section of

Buto before they’re

publicly displayed).

• Sharing, Title Bar, RSS feeds and pre-buffering and

auto-play can be toggled here too.

• You can also set up pre-roll or overlay a chosen logo

on top of your video in the player settings. It’s also

where you link your Google Analytics account.

• Clicking ‘videos’ and ‘player themes’ shows you the

defaults that are available – again you can customise

a theme for your brand or the style of a particular

page.

• Each part of the player can have a colour specified

by HEX code to match your brand guidelines exactly.

• Or you can choose from a colour selector.

• Back at the video, you can choose from the settings

and themes drop-downs to select the files you want

to apply to the video.

• As soon as you’ve clicked ‘Save’, the video will be

updated wherever it’s being served. Again, if you

modify a settings file or theme file, any videos that

are using those files will be updated automatically.

• It’s a great way of customising how your video

appears and behaves – and in many social networks

including Facebook, if the video is shared the player

itself will be shared so all your custom branding,

colour schemes and even in player adverts will

appear within the social network and drive new

visitors to your site.

• Finally, SEO is a key part of most digital strategies

and we’ve made a couple of features that help make

your content more findable on search engines.

• To our knowledge, Buto is the most accessible video

system on the market so setting up closed captions

is a worthwhile investment anyway in terms of

keeping your audience as inclusive as possible. But

this, coupled with meta tags you can assign to your

video, increases the search-engine friendly copy that

associated with your video.

• Video sitemaps take this one step further by taking a

daily snapshot of your content and submitting it,

along with its most popular page location, meta data,

title information etc. to Google.

• Google often includes video as part of the search

engine results page and this feature means your

video content has the chance of appearing in the

search engine results page, and driving people direct

to the page where it’s embedded.

• We’ve only touched on a few of the features that

are available in Buto to help you manage,

measure and improve your online video strategy.

• Hopefully you’ll also have had the chance to see

around the system and get a feel for how it looks

too.

• You can find out more about Buto or open a trial

account:

• Via our website: http://get.buto.tv

• By phone on 0121 224 8265

• By email on info@buto.tv