Tendências do uso de Vídeo Online para Profissionais da área de Marketing

We recently partnered with Aberdeen Research on a survey of more than 100 sales and marketing professionals about the use of video and rich media in their marketing efforts. The research provided that many marketers are successfully capitalizing on the power of video. According to Aberdeen, the ones that are leading the way in engaging with consumers, building brand loyalty and driving conversions all have one thing in common — they are more likely to use video in their content marketing efforts.

The research proves that these best-in-class organizations are using video to communicate with customers and prospects at every stage of the buyer journey. These organizations are:

  • 38% more likely than all other companies to use video in their external communications
  • Outperforming the rest of the market 2:1 when it comes to website conversion rates
  • 30% more likely to have professional grade in-house video production capabilities
  • 33% more likely to have a solid plan for reaching devices and social destinations
  • Twice as likely to leverage big data and video analytics data to measure the performance of their content
  • Five times more likely to use an online video management platform

Marketers of all sizes are faced with a variety of challenges in reaching their audience across an ever-changing, and increasingly noisy, landscape of social channels, devices and screens. It’s great to see these best-in-class organizations achieving success with video and driving engagement, brand loyalty and conversions.

PUMA utiliza o Video Cloud para fazer live streaming durante as finais dos 100m e 200m

03/Agosto, 2012

The London Olympics are in full swing and starting today, all eyes will turn to Olympic Stadium as the always popular track and field events kick off. As part of this, we are very excited to be working with our customer, PUMA, to support a series of exciting events they will be live streaming from the PUMA Yard in London. 

Opened at the start of the Olympics, PUMA Yard is a sprawling pop-up venue that, in homage to PUMA’s partnership with Jamaican sprinter Usain Bolt, brings a little bit of Jamaica to London, with food, drinks, games and chances to try to beat Bolt in the 20-meter “Everyone Can Bolt” Speed Test. The Yard also features live music and performances each night, making it a hugely popular stop for folks in town for the Games. 

On Sunday, August 5th, and Thursday, August 9th, PUMA.com will feature live streams of the PUMA Yard in London, powered by Brightcove Video Cloud,during the 100m and 200m finals, capturing the excitement of the crowd, breadth of the Yard activities, and build up and reaction to both race events.  The Yard live stream will not only be available on PUMA.com, but accessiblevia Facebook as well with optimized viewing for desktop, mobile and tablets thanks to Video Cloud. 

We are very excited to partner with PUMA and continue to support their innovative efforts to deliver true multi-screen experiences for PUMA and sports fans everywhere. This exciting opportunity will allow those of us who aren’t lucky enough to be in London to feel the excitement of the races and of the PUMA Yard from anywhere.

SBS Sports utiliza o Video Cloud para transmitir os jogos olímpicos de Londres ao vivo e em 3d!

Another Brightcove customer is taking advantage of Video Cloud to suppot live coverage of the London Olympics. This time it’s SBS Sports Limited in Korea, which is part of SBS Media Holdings Co. 

SBS Sports is leveraging Video Cloud to deliver live broadcasts of London Olympic events in 3D to the Samsung Smart TV platform, including the Opening Ceremonies. Content is being streamed live through Video Cloud to a special SBS Sports London Olympics Samsung Smart TV app created by a local Korean development agency. Catch-up video on-demand content will also be available in 3D. 

The app is geo-restricted to Korea, but pictured below is Brightcove’s James Yoon showing off the high quality 3D experience. 

Brightcove offers free sample reference apps for major connected TV platforms which help organizations like SBS Sports to reduce the time and effort it takes to build Smart TV apps. Learn more about our reference apps here

NewsOK.com, Top12 do mundo em notícias online, escolhe o Video Cloud como plataforma de vídeo

In a new customer case study, we detail how NewsOK.com, one of the world’s top 12 newspaper sites, is using Video Cloud to maintain an aggressive video publishing schedule while driving viewership and creating new revenue opportunities.

With Video Cloud, NewsOK.com, which is powered by The Oklahomannewspaper, has tripled its number of video views by implementing video in a contextual manner within articles. The rise in video views and overall site traffic helps support the organization’s other goal to grow revenue through online advertising opportunities.Using Video Cloud to implement video content within the context of news articles helped NewsOK.com triple its video views.

Video Cloud isn’t only helping NewsOK.com operate faster and more efficiently to keep up with the pace of a 24-hour news cycle. Its content management system (CMS) capabilities are providing organizational features that have allowed the publisher to streamline its processes and use of internal resources.

“There are so many examples of how Video Cloud has been a time- and labor-saving addition,” said David Morris, director of video for NewsOK.com. “We’re huge fans of Brightcove Video Cloud.”

To read the full NewsOK.com case study, click here.

Allaire, CEO da Brightcove, fala como a nova Apple TV vai transformar a publicidade, sua vida em casa e seu trabalho.

Brightcove HTML5 player

In advance of today’s WWDC keynote, something is clearly brewing with Apple and TV, but actual details have been scarce. Rumor and speculation has rushed into this void, some of it well-informed and some less so. Last week, when Jeremy Allaire, CEO of video publishing powerhouse Brightcove, made the case for an emerging Apple TV app platform in an Op Ed onAll Things D, many, myself included, took notice.

Allaire has been making things move on the internet as long as anyone. In 1995, he created the web development tool ColdFusion, with his brother JJ Allaire, that was acquired by Macromedia in 2001. As the company’s Chief Technology Officer, he helped create the Macromedia MX (Flash) platform, later acquired by Adobe. Allaire founded Brightcove in 2004 as an early video distribution platform for the Internet. Of all of the people talking about Apple and TV, I have found Allaire’s speculations to be the most detailed and thoughtful.

After I commented on Allaire’s Op Ed last week, I contacted him to see if he would be willing to help me detail out some of my own speculations. As you’ll see below, I got what I was asking for, and more.

Q: What do you think Apple has to do to get the “very top-tier TV operators like Comcast and Time Warner to go for their proposal?” Is it just a matter of selling a ton of “add-on” devices with whatever alliances they can start out with and then the top-tier will have to come around? Or are there specific concessions the cable companies are looking for?

A: I think it’s a complicated question.  At the core, Comcast, Time Warner and the like are concerned about losing control of the customer relationship, losing margin, and becoming ”dumb pipes” as it were. Clearly, however, if Apple can establish a footprint of TV connected devices that is in the 10s of millions, which should be possible in 1-2 years, their deeper concern will be Apple having enough scale and leverage that they will go direct to the broadcast programmers and disrupt the existing packaging and distribution model for TV content. While expensive for Apple, it is conceivable. That threat may drive one or more of the top-tier MPVD’s into an alliance with Apple that marries their programming relationships and existing broadcast product with an Apple-controlled user experience, much like Apple established with voice products on top of the wireless carrier networks. But I don’t see Apple doing this without also retaining the right and ability to innovate in video content pricing/packaging models as well.

Q: You describe iOS devices as being the “next-generation TV set-top box.” Will the content really be flowing through the iDevice to the TV, or will the iDevice be controlling the Apple TV device that is actually serving the content?

A: I think it is both. For example, today with AirPlay Apps, when you “throw” a video to the Apple TV, the Apple TV device just takes a reference to the HLS stream and then handles the streaming itself. I think it’s likely that Apple will enable two scenarios here. First, as today with Air Play Mirroring and Dual Screen TV Apps, the entire runtime and content flow goes through the iPad or iPhone and it is just the audio/video rendered over WiFi onto the TV.  This ensures that any existing applications will work, and also addresses a key scenario/design goal, I imagine, which is the portability of ones TV apps. In other words, if one has a TV-enabled app installed on their iPad, they should be able to “throw” that app up onto any Apple TV enabled device without having to install anything. This enables portable TV Apps—you walk into a friends house and throw your apps up onto their TV; you walk into your office conference room and throw an app up on a monitor, etc. However, I expect there to also be a model where software is installed on BOTH the iPad and the Apple TV in order to provide the highest fidelity, highest performance experience. I would imagine that this use case would be critical for intensive applications such as 3D games. In this model, I would expect that you would build a single binary that has an associated binary with it. The user would install the app on their iPad, and then if your iPad detected an Apple TV, it could then quickly download an additional associated binary onto the TV. This kind of distributed computing model with inter-process network communication is more complicated but I think likely required for a certain tier of application.

Q: Within the current AirPlay/Apple TV setup (or the one you anticipate for iOS 6) can more than one iDevice be recognized at a time, and if so, how is traffic “conducted’?

A: This is a good point. The current AirPlay model is really modal—one device at a time, and the user experience is not ideal in that anyone can “take over” an Apple TV just by turning on their own mirroring. There is a password protection mode, but that’s limited. This is part of my earlier comments about the overall UX of AirPlay not being fully ready for prime-time. I imagine that Apple is making some big changes in how AirPlay devices are surfaced to users and how one requests control and the like. Likewise, I imagine that with more and more of a focus on AirPlay and Dual-Screen Apps, that this will also lead to more networked, multi-user apps where one device is in control of rendering to the TV and the others are piggy backing on top of that device as part of a multi-user experience.

Q: Do you see app-enabled TV as more social and communal than the existing TV experience?

Absolutely, because now TV Apps are about everything that the Internet is about. Take simple examples like shopping. If you and your kids are looking into a product, you can do that easily in front of the big screen, which is inherently more social than leaning over a laptop or tablet. Another obvious example is gaming, whether multi-user or single-user, where others in the room can watch and also play. I’d love to see Monopoly, Scrabble, etc. built as Dual-Screen TV Apps with each user controlling their play via their iOS handheld device and the game play showed for all on the TV.

HUGO BOSS Fashion Show escolhe a Brightcove como plataforma de Live Streaming, com possibilidade de se assistir em 3D!

Assista agora em: http://www.hugoboss.com/fashionshow/

HUGO BOSS treated online viewers of its recent BOSS Black Fashion Show to a live 3D video stream of last month’s event in Beijing. As part of the launch of its BOSS Black Fall/Winter 2012 collection, the iconic global fashion brand used Video Cloud to optimize delivery of the live video to an audience of 50,000 viewers worldwide watching on PCs, iOS and Android devices via the HUGO BOSS website and directly on its Facebook page.

The full fashion show and related content, such as red carpet impressions and backstage interviews, is now available on-demand in 3D and 2D at www.hugoboss.com/fashionshow. The 3D content can be viewed using traditional blue/red lens glasses, which HUGO BOSS made available prior to the BOSS Black Fashion Show through its website and retail stores.

Viewers watching the BOSS Black Fashion show could switch between 3D and 2D streams of the event.

HUGO BOSS took advantage of the Video Cloud Smart Player for the live stream as well as the on-demand content, which not only recognizes what device is being used to view the video and support optimal playback, but also provides customization features that allowed the creation of a 2D/3D switch on the player itself. The switch gives viewers the ability to choose between a 2D and 3D stream of the live event and related on-demand content. Thanks to the Smart Player’s DVR functionality, the full show was available for viewing immediately following the event.

For more about the Video Cloud online video platform and Smart Player, visit  http://www.digitalventa.com/Solucoes/ .

5 motivos para se usar tecnologia de vídeo para atingir o seu público

How much of this blog post will you read before your eyes start glazing over and subconsciously zig-zag down the page? Yes, it’s becoming more difficult to captivate people with your content – but compelling video can help marketers looking for the latest ways to grab audience attention, build lasting impressions, stimulate conversations, and drive conversions. And that is true for both B2B and B2C marketers.

At Brightcove, we continue to see brand marketers of all kinds realizing great results by using video to engage at every stage of the customer lifecycle – from building awareness, to evaluating products, to purchase, and even in to the loyalty phase.

  • Awareness: Video helps attract new audiences and reach viewers wherever they spend their time. Videos about company innovations or culture might grab a prospect’s attention early on.
    Example: LinkedIn’s vintage style video campaign does a great job of drawing attention to the site and encouraging new users to get involved.
  • Interest: Video brings your products and services to life better than any other medium. Potential customers engage with video to understand your offerings.
    Example: Sun Microsystems uses video to educate site visitors about its range of technology solutions.
  • Trial: Present calls to action to motivate your audience without ever leaving the browser. A leading enterprise software brand is driving trials utilizing Brightcove Video Cloud’s flexible player framework.
    Example: Forbes insights found that business people are demonstrating a preference for learning about products through video.
  • Purchase: Product videos have proven to increase shopping cart size and online conversion rates by as much as 200%.
    Example: Kmart, Thomas Pink, and Warehouse have all introduced products with “shoppable” video.
  • Loyalty: Video helps you connect with customers and keeps them coming back for more. Ocean Spray uses video to educate customers about the Ocean Spray brand and history, helping to build loyalty.
    Example: NET-A-PORTER.COM launched an online video initiative to drive engagement with its high-end fashion content.

Beyond YouTube

Free video hosting sites like YouTube are great for driving traffic and getting views, especially if you are looking to do a viral campaign. But for professional websites, we’ve found that brand marketers are looking for a lot more control over the viewing experience. That’s why an online video hosting and publishing platform like Video Cloud can offer incredible flexibility in customizing the player experience to match with a site’s branded look-and-feel. These platforms also provide unique interactive elements like in-video calls to action that allow browsers to click-to-purchase while on your site and can provide insights on how video is performing, both on your website and off.

Online video platforms also allow you to manage rich contextual information about your video, including short descriptions and tags along with titles that will help your videos get found and contribute to your site’s SEO ranking. That valuable metadata can travel with your video wherever it is shared, on social networks and in blog posts where videos get embedded.

And while metadata can help you in your search rankings, the fact remains that YouTube is the second largest source of search, so it is important for marketers to support a blended distribution strategy to get found. Publishers can find a lot of value in using an online video platform that can streamline their video management to reach even larger audiences with YouTube Sync features that automatically and continuously sync the metadata and videos in their Video Cloud accounts to their YouTube channels.

It’s important to be able to support a seamless experience, no matter what device customers are using to browse your site. Your visitors should be able to access video content whether in Flash or HTML5 environments so that mobile Web experiences (including those for iPad and iPhone) appear as slick and engaging as their desktop counterparts.

And for marketers, being able to measure the success of a campaign is key, so online video platforms like Video Cloud offer detailed analytics to give insights on how video is performing, both on your website and off.

Finally, at Brightcove we understand the importance of maintaining simple, efficient workflows when it comes to video publishing. To that end, our partners at Agency Oasis have built the Brightcove Video Cloud Connect for Sitecore that enables Sitecore users to upload and manage content, create video players, and publish video to websites – all from within the Sitecore software.

Apple TV, AirPlay e porque o iPad é a mais nova plataforma de aplicativos para a TV

Ever since the publication of Walter Isaacson’s biography on Steve Jobs where he cites Steve as saying that he and Apple had “cracked the code” on TV, there has been insane speculation about Apple’s purported forthcoming TV products and strategy. And appropriately so — Apple’s rise as the dominant global consumer electronics powerhouse for internet platforms and devices ensures that whatever the company does, it will be transformative for consumers and the TV industry.

Much of the speculation has focused on whether a proper Apple Television monitor product would arrive, what size, shape and features it might present, and how it might integrate with Apple’s cloud services. Vitally, the speculation has also dovetailed with a belief that if and when Apple launches a TV (beyond the Apple TV puck offered today) that Apple will attempt to challenge the cable TV industry with a new subscription-based offering for mainstream TV content.

Will there be a new TV monitor product? What about an updated Apple TV Puck? What does this mean for cable TV?

Asked about this at last week’s All Things D conference, Tim Cook was noncommittal saying only that Apple TV is “an area of intense interest for us.” And that the company is “ going to keep pulling this string and see where it takes us,”

In my humble opinion, the entire debate over whether Apple ships an actual TV set and introduces some updated iTunes video package is a complete sideshow for a broader and bigger phenomenon and transformation for how we all use TV, and that this transformation is already being rolled out by Apple.

However, before getting to that, I want to first put to rest the near-term question of whether Apple will launch a directly competitive product to cable TV — e.g. a multi-channel subscription TV product to the leading broadcast and cable content available today.

Apple’s Approach to Cable TV Content on their TV Platform

Apple will not anytime soon launch a competitive subscription video product to cable. There are deep structural and contract rights issues that limit their ability to do so, and Apple does not want to buy their way into premium content from top-tier broadcasters who are collectively making hundreds of billions of dollars worldwide from subscriber fees shared from Multi-Channel Video Programming Distributors (MVPDs — e.g. Cable, Telco, and Sat TV).

Given this, I believe Apple will seek partnerships with the top cable companies for them to open up their APIs for their EPG, VOD libraries and Network DVR infrastructure so that Apple can offer a superior user experience on top of those services, in a carrier/operator independent manner, much as they did with the mobile telephony services of the leading telephony carriers in the world.

In such a model, you’d purchase and use an Apple TV device (more on what the devices will actually be below) and use it in concert with an existing subscription from a TV operator, and access the TV functionality as an App. Yes, cable TV will just be an app among what will be tens and then hundreds of thousands of apps on your Apple TV.

While this is likely the path Apple will pursue in the mid-term, I believe they are unlikely to get any of the very top-tier TV operators like Comcast and Time Warner to go for their proposal. At best we might see an Apple TV EPG App that interacts with linear broadcast streams using CableCard integration with your existing provider which they could more or less do without agreement from the cable operators, but given how much value the cable companies are putting into VOD and Network DVR features, it seems unlikely that Apple would be happy shipping such a limited feature set.

So, if Apple hasn’t “cracked the code” on disrupting how we purchase and consume subscription and advertising supported broadcast TV content, what is going to be so revolutionary about Apple’s new TV product?

Reconceptualizing TV as an Application Platform

To understand where I think Apple is headed, one really needs to step back and re-conceptualize how one thinks about TV. In my view, TV is the last screen to fall as a computing platform. What do I mean by this? That we should think of TV screens and monitors as the final frontier in Internet-based software applications, not as devices to watch and consume video content.

Properly conceived, a TV is a large high-definition audio/video rendering device that plays a role in displaying content and related data. While certainly the ideal device for consuming and using video-based content, it is also simply put the largest computer monitor in our lives, and one that very often presents in a social context — the living room, the conference room, the dorm room, the classroom, the retail store floor and shop window. In short, these TV monitors are at the core of all of our major social and economic activities.

And in recognizing the broader role that these monitors play in our lives we can begin to re-conceptualize TVs as not just screens for video, but as a rich computing surface for viewing information, playing games, communicating, learning, shopping and so forth. In the past, when trying to use these screens for non-video applications, we would connect them to a PC or laptop (to present a shared piece of content that a group could discuss or interact on), or connect them to a game console for playing games.

In general, most attempts to evolve the capabilities of the TV monitor into richer computing platforms have failed. There are many reasons, far too many to discuss here, but in short the TV monitor as computing platform has failed because of poor execution on software, software user experience, and poor user interaction devices and paradigms.

The iPhone and iPad as Next-Generation TV Computers

It is precisely with this re-conceptualization of TV in mind that I believe Apple has “cracked the code” on TV. Specifically, Apple sees that TV monitors are just that — high-quality audio/video rendering devices — and that the real power lies in application platforms and user interaction devices that can be easily brought to bear on those monitors.

But rather that putting Apple software directly into the TV, they are bringing your existing Apple devices and applications to the TV set without requiring you to buy a new TV monitor. In short, the iPhone and iPad in your pocket or handbag is the next-generation TV set-top box, and it is both highly personal and highly social and capable of bringing hundreds of thousands and soon millions of rich interactive applications and experiences onto your TV set.

And this is where Apple AirPlay comes into the picture. Released with a significant upgrade as part of iOS 5 last year, and becoming a core part of OS X this summer, AirPlay allows a user to easily beam any content or application to an Apple TV device. The basic use case is that when your iPhone or iPad sees that an Apple TV is on your network, you can easily beam audio and video directly to the TV. This allows you to browse and discover any media on your Apple iOS device and experience and enjoy it on a TV, including even any videos that you encounter on the Web (assuming they properly support HTML5, HLS streaming and the players detect and surface AirPlay UI).

Already today, there are fantastic iOS Apps that take nice advantage of it — Netflix, MLB At Bat, CNN, MSNBC and dozens of other mainstream video sources can be browsed and selected on an iPad and beamed to the TV set. It’s an effortless and enjoyable experience.

But AirPlay is not just for video, increasingly it is for ANY kind of application. In last year’s update to AirPlay, Apple introduced two new and inter-related concepts: AirPlay Mirroring and Dual Screen Apps. AirPlay Mirroring allows you to mirror your iPad (or iPhone) screen onto your TV monitor with ease (if you own an Apple TV, try the following — double click the round home button on your iPhone or iPod and swipe the bottom apps menu to the right once or twice and you’ll see the Apple TV icon, and you can then mirror your device).

This is incredibly powerful. It essentially turns your iPad into a powerful TV Apps platform that can render any application on the TV while enabling the user to use their touch-based device to browse, select, navigate, etc. To fully take advantage of this capability, developers need to create “Dual Screen Apps” that are aware of AirPlay and of the TV screen and the local touch-based iOS screen. And it’s already happening. From MLB which allows you to use your iPad as a second-screen for HD baseball game broadcasts, to games that render on the TV while using your phone or tablet as a controller, to many of Apple’s own native apps like iPhoto and Keynote which present rich interactive interfaces on the iPad while rendering media onto the TV.

TV Apps are here and they’re all about building dual-screen iPad Apps that interact with AirPlay-enabled Apple TV devices.

All of this hangs together if Apple is successful with a broadly distributed device to connect to your TV monitor. Today, that is the Apple TV puck. Even now, it is a highly compelling product —- $99 for enabling your TV to become a general purpose app and content platform controlled and used from any iOS (and soon Mac OSX) device. I added one to every TV in my home, and now rarely use my Smart TV embedded OS or my cable TV set-top OS / interface. I’m playing games on my TV with my kids, watching movies, streaming live broadcast TV using authenticated TV Apps from companies like CNN and ESPN, and with dual-screen MLB it is hands down best way to watch baseball with an iPad App in hand.

While there are clearly bugs and user experience issues with how AirPlay is implemented today (and this is clearly recognized by Apple, who have more or less kept AirPlay features on the down-low), it holds incredible promise and, more importantly, I believe is at the center of Apple’s emerging TV strategy.

The Next Generation Apple TV Device(s)

This brings us full circle to the core question — what will Apple’s next generation TV device products encompass and enable? If my analysis is correct, I believe that this will likely mean that the core focus for Apple will NOT be on their own TV monitor product, but on continuing to advance a device platform for extending iOS onto TV sets easily, while dipping their toe into the actual TV monitor business as well. What’s critical is that they be able to sell a massive volume of TV add-on devices to consumers who already own HD TV devices, because at the end of the day the core focus is on extending the iOS and iTunes ecosystem onto the TV, and the fastest way to accomplish this is with a commodity add-on peripheral.

At the core of Apple’s NG TV products will be new hardware and new software.

First, Apple will release a new Apple TV add-on product, though I expect that rather than using the current “puck” design it will instead be a thin black bar, perhaps 1 inch tall and 3 inches wide, that can easily mount to the top of almost any existing HD capable TV set. Like the existing Apple TV, it will have HDMI and power jacks on the back, but it will also include a high-def camera built into it’s face, as well as an embedded iOS environment that provides motion-sensing and speech processing.

Second, Apple will also release a TV monitor product as well with identical capabilities as the updated Apple TV add-on device, but in a design and form factor that presents the Apple brand effectively. Why would they do this when it is such an established market with such long replacement cycles? In short, because they can, and it will be gorgeous and include the latest innovations in display technology, and will sell at a premium price that ensures a reasonable gross margin for Apple.

Third, Apple will provide updates to iOS that include significantly enhanced and improved AirPlay functionality, and where AirPlay capabilities become a more front and center aspect of the iOS experience. Additionally, they will release new iOS APIs for dealing with 2nd screen device capabilities such as the new camera and microphone, motion detection and speech recognition. Developers will be encouraged to build iOS apps that are Apple TV ready, using dual-screen features and motion user interaction, among other things.

The Big Picture Isn’t Apple Cable TV, it’s the 500,000 TV Apps Already Here on iOS

Not to beat a dead horse here, but Apple will not, at least right now, re-invent the pricing and packaging and user experience of long-form cable and broadcast TV content, at least not much beyond the iTunes store. In fact, if anything, Apple will recognize that a deeper alliance with TV operators is inevitable (to build on their EPG, VOD and Network DVR APIs), and will push further into providing support for TV Everywhere authentication services in iOS, and evangelize broadcast brands to launch TV Apps for their networks and shows that take advantage of the NG Apple TV model described above. Further, they may seek alliances with the likes of Comcast to launch pure-play over the top (OTT) editions of products like XFinity as TV Apps.

But it won’t matter, because with Apple TV, cable content is just an App. What matters is that soon potentially tens of millions of HD capable monitors will become a screen for the hundreds of thousands of apps running on devices that are already in your hands.