For brands and retail marketers, live online video can be a powerful hook to grab—and keep—customers’ attention to boost brand marketing efforts. According to industry experts, a prerecorded online video will hold consumers’ attention for about two minutes, but live streaming video can keep audiences engaged for 20 minutes or even longer. The trick is to make those live streams must-see experiences or viewers won’t tune in, let alone stick around to make a purchase.
So what can marketers do to ensure live video events will draw and delight target audiences and, ultimately, help drive revenue? In a recent webcast, Fritz Brumder, CEO and founder of Brandlive, a live interactive video platform for brands and retailers, and Stacy Nawrocki, director of product marketing for IBM Watson Media, offered some savvy advice for marketers large and small.
The Watson Media team is thrilled to have received the award for Best OTT TV Technology of the Year at the Content Innovation Awards 2017! It was an honor to attend the event hosted by Digital TV Europe and Television Business International, where over 200 industry experts gathered at the Carlton Hotel in Cannes for a night of thoughtful recognition and inspiration. We are humbled to be among other innovative content producers, broadcasters, platform operators and technology companies, and believe the award is a testament to the value of our services.
Looking to create video news feeds in a way that caters to mobile viewers?
Many customers have asked how they can recreate a Facebook-like video experience with embedded videos. To address this, IBM Watson Media has developed a player SDK that includes autoplay and pre-buffering functionalities. Due to the pre-buffering logic, video content starts with virtually no delay and will pause automatically when a user scrolls past it. Ultimately this gives viewers a quick, smooth video playback experience comparable with mainstream social networks, but created under your own brand.
To achieve this, developers can use the SDKs to create an app, for Android or iOS, that will present large libraries of content in an easily scrollable, skimmable format for end users.
Viewers worldwide are cancelling their cable TV packages and turning to online broadcasts at a steady rate. In the U.S. alone, nearly 25 million households lacked cable by the end of 2015. More than 1 million American households are expected to cut the cord this year, and they will be joined by millions more households across the globe.
But it’s not just weekday sitcoms, made-for-TV movies and daily news that are migrating online. Sports fans are clamoring to stream their favorite teams—and that’s where Footters, which launched this month, sees an opportunity.
Based in Spain, Footters is an online streaming company providing a platform for federated soccer clubs—the semi-professional and even professional players who are part of clubs worldwide that aren’t popular enough to merit the blanket television coverage given to the English Premier League or La Liga, Spain’s top professional soccer association. These minor league clubs might not be powerful enough to ink their own television deals, but they have a large, largely underserved audience. With an estimated 24 million clubs comprising 270 million players around the world, Footters’ potential reach is enormous.
Closed captions have grown to be an important part of the video experience. While they assist deaf and hard of hearing people in enjoying video content, a study in the UK discovered that 80% of closed caption use was from those with no hearing issues. Not only that, but Facebook found out that adding captions to a video increased view times on their network by 12%. These reasons, along with regulations such as the Americans with Disabilities Act and rules from the FCC, have realized the need to caption video assets. However, caption generation can be time consuming, taking 5-10 times the length of the video asset, or costly if you are paying someone else to create them.
A solution is automatic speech recognition from machine learning, the ability to identify words and phrases in spoken language and convert them to text. This offers content owners a way to quickly and cost effectively provide captions for their videos. To address this, IBM Watson Media is introducing the ability to convert video speech to text through IBM Watson. Called Watson Captioning, this solution is available as part of IBM’s video streaming and enterprise video streaming offerings while also being available as a stand alone solution.
Looking for ways to simplify managing your video playlists? Need to create playlists that will update themselves? According to Wainhouse Research, almost one in five (19%) organizations report that they add at least 25 hours of video to their corporate libraries each month. These increasing libraries present challenges to improve methods to manage content in a way that promotes accessibility. A dynamic video playlist is part of the solution for this, giving content owners a way to quickly produce playlists that will automatically update with new content. This is done through creating playlists that populate content based on certain criteria, and then will update that playlist as new videos meet the same conditions. Criteria can range from content found in titles and descriptions, but also through using information found in custom metadata fields as well.
This article describes what is a dynamic video playlist, what are the use cases, the user experience and also how you can create them as well.
How prepared is your business to unlock the power of video? Take this enterprise video maturity assessment to find out where your organization is today, where the market will be in 5 years, and what actions you can take now to close the gaps.
This self-assessment should take you less than three minutes, and it will provide you with a downloadable customized report with personalized recommendations from Forrester that you can share with others within your organization to help progress your business video initiatives.
The use of video in business is growing quickly because it has the power to transform every experience: for the prospect, for the customer, and for the employee. Whether creating marketing video assets or supporting customers with video chat customer service, firms are realizing the value of video. Explore the progress that you’ve made, and the opportunities that lie ahead.
Brandlive, the leading live video platform for brands and retail marketing today announced that it has livestreamed over 8,000 events, as part of a partnership with IBM Watson Media. With this milestone, Brandlive confirms its position as the go-to resource for brands and retailers looking to interact with their audiences for sales enablement, marketing and commerce events.
In today’s saturated digital landscape, brands need an innovative method to cut through the noise and engage with their customers. By leveraging live video, companies can bolster their marketing strategies to more effectively interact with their audiences and foster relationships in real-time.
Brandlive empowers top brands like Adidas, GoPro, eBay, and Cabela’s to better communicate with their audiences by offering customers real-time access to experts, influencers, and executives. With 8,000 livestreamed events, it is clear that brands are harnessing live video and understand its myriad advantages: live video is more engaging, faster to produce, and drives more sales than recorded video.
Video moves people. The human brain absorbs video with much less work than it takes to process text. As a result, we’d rather watch than read, and we end up sharing videos more than almost any other type of content on the internet. Leading organizations are recognizing this, and they’re expanding their use of video as a tool for driving better business outcomes.
The streaming video success stories infographic below illustrates eight great results that organizations are achieving using streaming video. Click on the infographic and it will open in PDF format, with each result linking to a two-minute video that explains how it was achieved. Which result is most relevant to your goals?
For the fastest path to results, tell us the type of impact you need from streaming video, and we can coach you on the best practices most relevant to delivering it.
[Download Infographic PDF]
If any activity is tailor-made for streaming video, it’s esports. Competitive video game playing (and watching) is poised to be a $1.5 billion industry by 2020, according to market research firm NewZoo.
While online streaming services like Twitch and YouTube built a loyal audience of viewers, the lure of ad dollars has attracted the interest of mainstream broadcasters, too. Several major networks, including ESPN, NBC and TBS, regularly air esports programming. In recent months, tournaments have popped up on The Disney Channel, and Nickelodeon got into the game in June by joining a $15 million investment in esports host Super League Gaming.
It’s setting up what could be an epic battle between old media and new media. The streaming services run by Amazon (Twitch) and Google (YouTube) helped build a following for competitive video games, but now traditional networks want to use their built-in audience to lure gaming companies (and leverage their own digital platforms to lure the audience that’s already addicted to these competitions). What’s more, the audience is already proving larger than traditional sports: the audience for the 2015 League of Legends world finals topped that of the 2016 NBA Finals by 5 million viewers.