How Modern Online Video Platforms Drive Customer Experience

How Modern Online Video Platforms Drive Customer Experience

Nick BarberAnalyst, Forrester Research

How Modern OVPs Drive Customer Experience Nick Barber, Analyst @nickjb

November 9, 2016

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State of Video Market › Image The State Of

Online Video


2 hours Time US adults spend

with digital video per day

Source: eMarketer


Millennials Devour Mobile Video Do you use a mobile phone to stream video/TV shows?

0 5 10 15 20 25 30 35 40 45 50

Golden Generation (72+)

Older Baby Boomers (61-71)

Younger Baby Boomers (51-60)

GexX (37-50)

GenY/older Millennials (28-36)

GenZ/young Millennials (18-27)

Source: Forrester’s Consumer Technographics North American Online Benchmark Survey Part 1, 2016


State of Video Market › Image Online Video

Platforms Deliver The Experience


YouTube logo


Decision Makers Expand OVP Use

42% Have implemented or are

expanding OVP

Source: Forrester’s Global Business Technographics Software Survey, 2015


Why?

Source: Forrester


State of Video Market › Image The Modern

Online Video Platform


Are you using your OVP the best you can?

Upload Manage Transcode Experience Design Deliver Analyze


Upload


Manage


Transcode


Experience Design


Personalized video


Deliver


Analyze

Source: Vidyard


Making The Case For Video Investment › Embrace new metrics

› Use video for lead gen

› Align OVP with use case

› Tailor content for each lifecycle stage

› Create your content plan

› Measure performance

forrester.com

Thank you

Nick Barber [email protected] @nickjb


Appendix ›  Upload

›  92% of global consumers trust earned media, such as UGC, above all other forms of advertising according to Nielsen. This is leading to increased UGC and the increased need for OVPs to power the submission, organization and governance of the content.

›  More users are uploading more content from a variety of devices than ever before. OVP helps manage the content and can surface it in the right place, to the right audience.

›  Manage

›  It’s not just about managing video content, but managing players too and deploying them to the correct section of the site.

›  Managing the content is important from a metadata and taxonomy perspective because categorization and organization of large libraries of content is essential to personalize video delivery to the right person at the right time.

›  Video isn’t a one-to-many proposition anymore. Targeting and discovery capabilities inside of OVPs allow marketers to make video a more 1:1 conversation.

›  Managing video also includes technologies like automated transcription, OCR and AI to categorize large libraries of content and to increase SEO and usability.


Appendix ›  Transcode

›  We know that consumers are watching more video content than ever before and they come with the expectation that the videos will play seamlessly and at a high quality. Half of all mobile traffic is video and that will increase as users stream higher quality videos. We also know that after 2 seconds of buffering, users begin to abandon video.

›  Experience Design

›  This is where your OVP can shine, but also where there is great differentiation. Experience design spans everything from embedded interactivity during live videos to lead capture and gating in on demand content. Form information can be fed into CRM and MAP, which not only helps you plan your next video based on viewing habits, but to engage with those viewers who are consuming your content.

›  Deliver

›  Video delivery encompasses desktops, laptops, mobile devices. It’s about optimizing the content on the fly using adaptive bitrate to deliver high quality video independent of the consumer’s location. Additionally, OVPs act as the command center for video in that they can deliver video to social networks, but then allow the analytics to flow back into the dashboard so that you can distribute and analyze content from a single source.

›  Analyze

›  The conversation has changed from “How many people have viewed my video?” to “Who has viewed my video.” With enterprise applications OVPs now communicate with MAP and CRM systems to help marketers understand who is engaging with their content. This helps them deliver the right video to the right segment of the segment of the customer lifecycle.

How Modern Online Video Platforms Drive Customer Experience

Marketing

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