For: Application Development & Delivery Professionals Market Overview: Online Video Platforms For Sales And Marketing by Philipp Karcher, February 17, 2015 KEY TAKEAWAYS Video Marketing Maturity Means Getting More Programmatic Online video platform (OVP) vendors are adding integrations with Eloqua and Marketo to simplify repurposing and embedding video in landing pages and social media. Rather than just shotgunning content, marketers will increasingly use customer profiles to dynamically serve the right video to the right customer at the right time. Different Vendors Focus On Marketing, Sales, And Mobile Video Use Cases OVPs target marketers looking to manage their video presence across multiple channels. New vendors differentiate by providing additional support for managing videos and data on viewership from within Salesforce. A new category of solutions optimizes pushing videos to salespeople s tablets. Buyers Should Focus On Use Cases, Integration Requirements, And Player Design Rich video player experiences maximize the impact of videos by driving viewers to take the next step in the customer journey. AD&D pros should prioritize HTML5 video players that work across browsers, that can easily incorporate calls to action, and that support interactive transcripts. Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA Tel: +1 617.613.6000 Fax: +1 617.613.5000 www.forrester.com
FEBRUARY 17, 2015 Market Overview: Online Video Platforms For Sales And Marketing Vendors Focus On Folding Video Into Marketing Operations by Philipp Karcher with Stephen Powers, Steven Kesler, and Danielle Geoffroy WHY READ THIS REPORT Digital video is the fastest growing advertising format and an established content marketing tactic. As marketing leaders get more programmatic about using video to nurture leads and customers, they need help from application development and delivery (AD&D) pros to integrate video into marketing workflows, design video experiences that maximize engagement, and capture metrics from playback. YouTube plays an important role in B2C video marketing, but shouldn t be the hub for multichannel video content management and delivery. This report profiles established and promising new online video platforms with guidance for AD&D pros implementing best-in-class digital video strategies. Table Of Contents 2 4 5 9 10 Digital Video Is A Must-Have For Marketers To Tell A Compelling Story Video Marketing Maturity Means Getting More Programmatic Market Overview: Online Video Platforms For Sales and Marketing Other Categories Of Solutions Address Some But Not All Sales And Marketing Needs Mobile Video platforms Are For Salespeople With Tablets RECOMMENDATIONS Focus On Use Cases, Player Design, And Integration Requirements Notes & Resources Forrester interviewed 12 vendor and user companies: Adobe, Brightcove, Kaltura, Mediafly, Mission Data, Ooyala, Perceptive Software, PlayerLync, Ramp, Ustream, ustudio, and Vidyard. Related Research Documents Market Overview: Video Platforms For Digital Media Companies December 10, 2014 The Forrester Wave : Online Video Platforms, Q1 2013 March 8, 2013 10 Supplemental Material 2015, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To purchase reprints of this document, please email clientsupport@forrester.com. For additional information, go to www.forrester.com.
Market Overview: Online Video Platforms For Sales And Marketing 2 DIGITAL VIDEO IS A MUST-HAVE FOR MARKETERS TO TELL A COMPELLING STORY Digital video is the fastest growing advertising format and well established as a content marketing tactic. 1 Video is highly effective at drawing audiences, maintaining their engagement, and converting them (see Figure 1). For example, Verizon Wireless experienced a 16% lift in conversions on product pages with video. Pitney Bowes switched to using gated video assets after finding much stronger engagement with videos than whitepapers. 2 Although most B2B and B2C marketers today are doing something with video, we re still in an experimentation phase. Marketers still test the effectiveness of different types of videos presented at different stages of the customer journey (see Figure 2).
Market Overview: Online Video Platforms For Sales And Marketing 3 Figure 1 How To Attract, Engage, And Convert Viewers With Video Before watching Forms capture information on new visitors Video player Please register to watch john.smith@gmail.com While watching Display ad Embedded hotspots make it easy to take the next step in the customer journey Please register to watch Video player Lorem ipsum dolor Lorem ipsum dolor sit amet, nusquam consetetur eam ut Display ads synced with product mentions maximize clickthroughs Captions with navigable transcripts help SEO and drive engagement After watching Video player Related videos and datasheet downloads point to relevant content Download datasheet Marketer and salesperson view Report Name Engagement with video types John Smith 34% 80% 66% Scores on video engagement lead to targeted follow-ups for marketers or salespeople Discover Explore Buy 118928 Source: Forrester Research, Inc. Unauthorized reproduction or distribution prohibited.
Market Overview: Online Video Platforms For Sales And Marketing 4 Figure 2 Types Of Videos At Different Stages Of The Customer Journey Video blogs Physical events Viral content Brand videos ENGAGE DISCOVER How-to and DIY Interviews ASK EXPLORE Client testimonials Presentations Quick-start tutorials USE BUY Product videos Demos 118928 Source: Forrester Research, Inc. VIDEO MARKETING MATURITY MEANS GETTING MORE PROGRAMMATIC From both a creative and technical standpoint, producing and delivering video requires different skills than other forms of digital content. Recognizing this, more organizations source talent from the media industry to join their digital marketing or content marketing teams. For example, EMC brought in a documentary producer and director, and a major bank hired a digital media guru from the NBA. From a marketing operations standpoint, video also requires different considerations than other forms of digital content for measuring customer engagement, generating leads, and closing revenue. Therefore, application development and delivery pros are being called on to help support programmatic video marketing strategies that: Integrate and automate video distribution as part of marketing workflows. Many online video platforms (OVPs) have integrations with DAM and WCM software to support content creation, management, and publishing workflows. Now OVP vendors are adding integrations with Eloqua and Marketo to simplify repurposing and embedding video in landing pages and social media. Rather than just shotgunning content, marketers are starting to experiment with customer profiles to dynamically serve the right video to the right customer at the right time.
Market Overview: Online Video Platforms For Sales And Marketing 5 They will also apply rules based on a customer s engagement with videos to follow up with them appropriately automatically sending an email to a prospect if they watch more than 50% of the video, for example. Measure the effectiveness of videos and use data on video engagement to drive conversions. By recording video viewership in marketing automation and CRM systems, marketers can establish the ROI of individual videos by tracking which leads saw them and became customers. Unlike whitepapers and case studies, video analytics process more engagement data on how much of a piece of content or what key segments of it someone watched. This is useful not only for more granular lead scoring, but for marketers experimenting with different types of videos to see what resonates with customers. Create rich video experiences that drive conversions. Marketers are getting more prescriptive with calls to action in the video player for customers to take the next step in the buyer journey. Examples include asking for a visitor s email address before they can start watching, and providing them a link to download a datasheet for the product being described. A common practice is presenting visitors with related videos or redirecting them to a tour of the full solution set with more videos. Calls to action can also be outside the video player: Nordstrom saw a lift in cosmetics sales by syncing display ads with product mentions in videos on how to apply makeup. MARKET OVERVIEW: ONLINE VIDEO PLATFORMS FOR SALES AND MARKETING Companies use YouTube to kick-start their video marketing strategy because it s familiar and provides the basic tools they need to get started. However, it s insufficient to only use YouTube where a customer could be watching your video one minute and a cat video the next. Companies turn to commercial video platforms for their integrations with digital asset management (DAM), web content management (WCM), and analytics, and to have more control over the experience in terms of branding, video player design, and directing viewers to related content (see Figure 3). Unlike YouTube, commercial video platforms also provide customer service and technical support. The following vendors play prominently in this market: Adobe has a unified platform for marketers to manage and deliver videos. Adobe s focus with video is to help companies across the life cycle from content creation to management, publishing, optimization (analytics), and personalization. Two benefits to marketers standardizing on Adobe s unified platform are 1) combining management of video and images and 2) mitigating version control issues that can arise when using separate products for DAM and OVP. Some customers are trialing personalized video using Adobe Target with Adobe Experience Manager to dynamically deliver different videos to different segments. Adobe is a potential fit for marketers that want video tightly integrated with the rest of their digital experience toolkit.
Market Overview: Online Video Platforms For Sales And Marketing 6 Brightcove has an attractive video player experience and plenty of integrations. In 2014, Brightcove clarified its focus on serving the needs of two groups: media companies and the digital marketing function in enterprises. Brightcove s Video Marketing Suite already has the largest install base of marketing customers among OVPs today. Customers choose Brightcove for its attractive player experience and breadth of integrations with popular third-party WCM, DAM, and analytics solutions. Brightcove is an option for marketers that want an established vendor with a large number of technology partners to enable complementary functionality. Kaltura has a feature-rich platform for video publishing and live webinars. Kaltura has a broad focus on the video management and publishing needs of media companies, universities, and marketers and corporate communicators. Kaltura offers marketers tools to optimize video SEO and to create interactive video player experiences. With its recent acquisition of Tvinci, a service to create video storefronts, Kaltura has increased its focus on personalization and targeting. And with its recent release of a live webcasting module, Kaltura is now relevant for webinars. Kaltura is an option for companies that want a flexible platform than can address multiple video use cases in marketing or across the enterprise. Ooyala applies behavioral analytics to large video libraries. Ooyala s primary focus is to help media companies use analytics and recommendations to drive engagement with their ad and subscription based video services. 3 The good news for marketers is that by focusing on highend needs, Ooyala also improves its offering for enterprises looking for a solution for video ingestion, encoding, delivery, personalization, and analytics. Ooyala is an option for marketers that want to use its native reporting and analytics capabilities rather than push video viewing data to a third-party solution. Perceptive Software helps your enterprise content management speak video. Perceptive focuses on video as part of enterprise content management (ECM): It has customers using its solution for marketing videos, but has generalized content management and publishing features, not a marketing-specific focus. Perceptive, Lexmark s software unit, acquired the Twistage video platform in 2013. Today it offers integrations between Perceptive Content (its flagship ECM) and Perceptive Media (its video platform). Perceptive is building a series of vertical and functional modules (like HR) to help embed video in business processes, but marketing is not one of them. Perceptive is a potential fit for companies that want their employees to manage and search videos as they would any other type of unstructured content. Ramp automatically transcribes videos to make them searchable and interactive. Ramp has applied its expertise in search, natural language processing, and speech-to-text transcription in creating different versions of its video platform for media companies, marketers, and corporate communicators. The result is a video player that exposes a transcript viewers can click on to jump to different parts of a video. This time coded metadata also allows companies to serve contextual advertising, recommended content, and other calls to action in sync with spoken word. Ramp is an option for marketers that want to use automatic transcription for SEO and to drive viewer engagement and click-through rates.
Market Overview: Online Video Platforms For Sales And Marketing 7 ustudio has a flexible video player and tight integration with Salesforce. ustudio is focused on video for enterprise sales and marketing, and training departments. It differentiates from other video platforms with: 1) Its flexible HTML5 video player and player framework and 2) its comprehensive Salesforce integration. ustudio is an option for marketers that want to build interactivity, custom content, and calls to action inside and outside the player frame. It also provides salespeople with access to video based training and product marketing material they can share with customers (and monitor that their customers watched it) without having to go to a separate portal. Vidyard specializes in video for demand gen and funnel conversion activities. Vidyard focuses on integrating video content and analytics with sales and marketing operations. Most of its customers use calls to action as well as Vidyard s ability to track viewers and their viewing history across multiple distribution channels. Vidyard pushes this data into marketing automation and CRM systems for lead scoring. Vidyard also enables sales teams to share video and track viewing activity from inside Salesforce, and to post videos on Chatter. Vidyard is for marketers that want to use video to improve the results of demand gen, marketing automation and sales enablement programs, and track data through Vidyard s own analytics not a thirdparty analytics platform.
Market Overview: Online Video Platforms For Sales And Marketing 8 Figure 3 Defining Video And Related Software Categories Category Definition Online video platforms Digital asset management Web content management Enterprise video platforms Delivers video on traditional and mobile web. Includes video players, encoders, light video editing tools, and basic media management, complete with hosting and delivery through partnerships with CDNs. Manages the creation, production, management, distribution, and retention of rich media content such as audio, video, graphical images, and compound documents. Organizations use WCM to create websites and online experiences; create, manage, store, and publish content; and optimize experiences across web, mobile, and other digital channels. Like OVPs, but with features to manage video distribution over the WAN, and integrations with enterprise social, collaboration, intranets, and directory services. Most include webcasting capabilities. Also known as video content management (VCM). Webcasting Broadcasts live events with slide decks and interactive features such as chat and polling. Unlike webconferencing, webcasting scales to a larger audiences, is more brandable, and has more campaign management and reporting features. Usage scenarios First used by large media and entertainment organizations. Now used by organizations across verticals to deliver customer-facing video content to the traditional and mobile web channels. Allows organizations to centrally manage cross-channel rich media marketing collateral. Used for the management, transformation, and usage of branded marketing assets. Used by web developers as the foundation for building websites and digital experiences. Used by marketers to create, manage, store, and deliver content and digital experiences on websites and other channels. Used by tech management, corporate communications, and HR pros use to live stream company meetings and training and make videos available to employees on demand. Used by firms to set up an internal YouTube for the enterprise. Used by marketers for generating leads through webinars. Used by PR and investor relation pros for product and earnings announcements. Used by corporate communications and HR pros for company meetings and training. 118928 Source: Forrester Research, Inc. Unauthorized reproduction or distribution prohibited. Other Categories Of Solutions Address Some But Not All Sales And Marketing Needs Besides the online video platforms recognized above, there are dozens of others Forrester gets questions about from clients: Vimeo and YouTube are tools in your social media arsenal. These sites have a broad focus on advertisers, consumers, businesses, media companies, and independent producers. They can serve as video hosting providers, but their real value for marketers particularly with YouTube their audience: With more than a billion unique users per month, YouTube presence is critical for B2C exposure. 4 Vimeo has a much smaller audience (about a tenth of YouTube s), but offers more control over branding and is effective as a video platform for companies with basic requirements to host and embed videos. Neither has the same features for managing lead-to-revenue like the commercial platforms mentioned above.
Market Overview: Online Video Platforms For Sales And Marketing 9 Livestream and Ustream simplify live streaming over the Internet. Livestream and Ustream simplify live streaming over the Internet. Livestream and Ustream are a different category of solution primarily for live streaming. Both started out as communities for user generated live streaming and over time have added more premium features for businesses. Livestream integrates with and even offers its own hardware to assist with video capture and studio production. Ustream has built out more video platform-type functionality for managing and publishing video files. Both are particularly effective for live streaming events, but have less marketing campaign and event management features compared to solutions for webcasting. 5 Startups and other categories of video platforms can address some marketing use cases. Engajer is a tool to create interactive FAQ videos. Limelight Orchestrate Video is an online video platform featuring tight integration with the Limelight CDN for scalable video distribution. KZO Innovations is an example of an enterprise video platform solutions primarily for internal communications and training, but with more vendors in the category adding integrations and features that make them increasingly relevant to sales and marketing use cases as well. 6 MOBILE VIDEO PLATFORMS ARE FOR SALESPEOPLE WITH TABLETS As companies get more programmatic about using video to drive business results, Forrester sees growing interest in video for sales enablement. The best way to get video in the hands of salespeople on the go is to give it to them on tablets. A couple of vendors that started developing mobile video apps for media and entertainment companies offer enterprise solutions. Unlike mobile apps from the OVP vendors profiled above, these apps have collaborative features such as annotation and messaging. They also support offline playback critical for watching video on tablets with inconsistent access to the Internet. Mediafly aggregates and distributes content from multiple content management systems. MediaFly is used by some of the largest media and entertainment (M&E) companies to manage the review and approvals process on tablets for sensitive pre-release television and theatrical content. With its pivot towards the enterprise MediaFly now also has customers outside of M&E using its solution to deliver product launch, training, and customer testimonial videos to salespeople. Customers like the ability to pool content from multiple back end CMSes as well as the added security of video encryption and the option to download content locally on devices for offline access. PlayerLync s solution background downloads videos for offline viewing. Pro sports teams use PlayerLync to push their playbooks and latest videos for film study to individual players tablets. Its ability to compress large videos and background download them is also attractive to businesses with a strong retail presence since their locations often have poor Internet access. PlayerLync is an option for companies with large workforces in retail, restaurants, and field services looking for a solution to put training videos on tablets.
Market Overview: Online Video Platforms For Sales And Marketing 10 RECOMMENDATIONS FOCUS ON USE CASES, PLAYER DESIGN, AND INTEGRATION REQUIREMENTS When sitting at the table with marketing, sales, and other stakeholders as part of a video platform selection, AD&D pros should consider vendors that: Target one or multiple use cases based on your needs. OVPs target marketers looking to manage their video presence across multiple channels. ustudio and Vidyard differentiate by providing additional support for managing videos and data on viewership from within Salesforce. Kaltura, KZO Innovations, and other enterprise video platforms have additional support for corporate communications and departmental video use cases. A new category of solutions optimizes pushing videos to salespeople s tablets. Consider consolidating on fewer video platforms for multiple use cases. 7 Integrate with your content management and analytics tools. OVPs offer integration for many DAM and WCM vendors. Most integrate with marketing automation systems, but have less support for CRMs. Analytics are also a critical integration consideration. Customers choose Ooyala for its analytics, but 50% of Brightcove customers use third parties like Adobe or Google. Therefore, vet that you can easily get data from videos managed by your OVP into your analytics tool of choice. Prioritize rich HTML5 video player experiences. Rich video player experiences are important for maximizing the impact of videos and driving viewer engagement by encouraging your prospects and customers to take the appropriate next step. AD&D pros should prioritize HTML5 video players that maintain your customized look and feel across browsers, that let you easily add calls to action (inside and outside the video player), and that support interactive transcripts. SUPPLEMENTAL MATERIAL Companies Interviewed For This Report Adobe Brightcove Kaltura Mediafly Mission Data Ooyala Perceptive Software PlayerLync Ramp Ustream ustudio Vidyard
Market Overview: Online Video Platforms For Sales And Marketing 11 ENDNOTES 1 emarketer projects digital video ad spend to increase 42% in 2014.Source: US TV Ad Market Still Growing More than Digital Video, emarketer, June 12, 2014 (http://www.emarketer.com/article/us-tv-ad-market- Still-Growing-More-than-Digital-Video/1010923). More than 70% of B2B and B2C marketers are incorporating video into content marketing strategies. Source: Joe Pulizzi and Ann Handley, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends North America, Content Marketing (http://contentmarketinginstitute.com/wp-content/uploads/2013/10/ B2B_Research_2014_CMI.pdf). 2 Pitney Bowes is using Vidyard s video platform. 3 Ooyala was acquired by Telstra, whose investment will help Ooyala build more industry partnerships and add more integrations and features to support media company workflows. For example, Ooyala recently acquired Videoplaza, a premium video ad server, in October. 4 To learn more about YouTube and B2C exposure, see the February 6, 2014, Integrate YouTube Into Your Communication Strategy report. 5 Between webcasting, webconferencing, and videoconferencing tools, the market for delivering slide presentations to a live audience is full of substitutes. Different products vary in their scalability to large audiences and in how customers use them for internal or external events, with or without video, and in managed or self-service models. This report provides a framework for buyers to evaluate products according to their event life-cycle requirements and uses five segmentation criteria to summarize the major differences in how customers use them. See the May 21, 2014, Pick The Right Webcasting Tool To Drive Customer Or Employee Engagement report. 6 Business leaders want to take advantage of video to disseminate information effectively or generate as many qualified leads as possible. Technology managers are concerned with managing the complexities of video delivery over the WAN, with enterprise-grade security, controls, and integration with IT systems and infrastructure. This report will provide three sets of product rankings of leaders in webcasting, leaders in VOD portals, and leaders in both. See the February 3, 2015, The Forrester Wave : Enterprise Video Platforms And Webcasting, Q1 2015 report. 7 This can be for cost, manageability, and security reasons. Companies don t want to pay for redundant functionality across multiple platforms. One manufacturer wanted a single video platform to help it manage the lifecycle of content published internally for example, providing employees a preview of its next TV commercial before posting it publically.
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