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HOW ENTERPRISES AND RETAILERS USE VIDEO FOR ENGAGEMENT

bsp-admin-1 on September 8, 2020

LEANING INTO VIDEO TO FUEL CONTINUITY AND CONSUMER ENGAGEMENT

The pandemic accelerated the digital transformation for many organizations, including enterprises and retailers. Video use continues to evolve and even as shelter-at-home restrictions have lifted, video remains the most effective medium for businesses and brands to connect with stakeholders – whether customers, partners, vendors, or employees.

Whether it’s engaging a distributed workforce, boosting employee morale, training new recruits, or driving sales amid brick-and-mortar closures – a video-first strategy is crucial for long-term business growth and survival.

VIDEO HAS CHANGED THE WAY WE WORK FOR GOOD

According to the Brightcove Q2 2020 Global Video Index, enterprise video views increased by 93% globally, indicating that the way we engage with video for work has changed for good in light of the pandemic. The Video Index also uncovered an increase of 123% in time watching video created by businesses/enterprises compared to a year ago. In other words, people are engaging with video on a scale never before seen.

Smartphones and computers – two devices that see the most normal business use on a daily basis – were at the heart of business/enterprise video growth in Q2. Smartphone views spiked by 216%, and the amount of time spent watching business/enterprise content on smartphones increased by 465%. While computers held a 60% share of all time watched for Q2, down 20 percentage points from a year ago. Smartphones grabbed a 32% share in Q2, closing the gap with computers.

Both devices are essentially neck-and-neck in terms of viewing share, but smartphones likely will continue to gain – and even pass – computers’ share of views. People are developing new working habits and leaning more heavily on smartphones during the workday for access to video content. Businesses should ensure smartphones are at the core of their communications strategy and optimize content for mobile consumption.

RETAILERS LEAN ON VIDEO TO STAVE OFF BANKRUPTCIES AND STORE CLOSURES

Against a growing backdrop of retail bankruptcy filings, video has emerged as a key driver in helping retailers connect with customers who are increasingly turning to e-commerce rather than brick-and-mortar stores. Global marketing and retail video views more than doubled in Q2 (114%), showing that video has become the foundation of retailers’ engagement and connection to consumers.

Capturing a consumer’s attention for 15 or 30 seconds may lead to more sales – or at least increased awareness – but using content to truly engage with a consumer is the future. To do this, marketers and retailers need to start looking at video, and video consumption, the way broadcasters do. This means creating a consistent cadence of product videos to showcase what’s new or live streaming the release of a season’s newest offerings.

Consumers are open to this as they spent 152% more time watching retail video on smartphone devices and 1060% more time on connected TVs – it’s safe to say that consumers are spending more time engaging with brands across all devices than ever before.

Digital is the mainstream for live sports viewing in the United States

bsp-admin-1 on August 28, 2020

Due to the impact of the pandemic caused by the new coronavirus, sporting events in the United States have been forced to be canceled, but the viewership of digital live sports broadcasts is expected to increase by more than 14% this year due to the continued growth of online viewing and the acceleration of the shift away from pay cable TV.

3 STRATEGIES YOU MUST KNOW BEFORE HOSTING A VIRTUAL EVENT

bsp-admin-1 on August 24, 2020

How can you connect and engage with customers and prospects when the trade show floors are closed? Virtual events are the year’s marketing buzzwords – businesses are scrambling to create engaging virtual experiences for their audiences at home that stand out. But how do you pull one off successfully and quickly, while making for an experience that is impossible to forget?

Building a virtual event that excites and impacts your audiences isn’t as hard as it looks. With the right tools and the right technical partner to help guide you, you can make a transformative, engaging experience seem like a piece of cake.

However, there are a few things you need to know before you get started that will help make your next virtual event a huge success.

FIGURE OUT WHAT IT IS YOU WANT TO ACCOMPLISH FIRST – EVERYTHING ELSE SHOULD COME LATER

This may sound obvious; but, establishing realistic goals for your virtual event is paramount to ensuring there’s a meaning behind everything you do, from whom you choose to invite to how you manage revenue and sponsorship opportunities. What are you trying to accomplish? Is this event a brand booster, or will your sales team use it to nurture some of their most qualified leads? Having clear goals for your virtual event will help you create and design the content and a matching virtual experience that best suits your audience.

CONSIDER THE BIG PICTURE AND COMMIT TO ACTIVE ENGAGEMENT

It’s not only about the day your attendees log on and watch live panels or keynote sessions; it’s also about everything leading up to it and everything that follows when it’s all said and done. It’s about curating active engagement through email invitations, social posts, customer calls, press releases, etc.

Your audiences are no longer walking in and out of sessions. They’re miles away from you on the other side of a screen, looking for an experience that’s just as engaging as it would be if they were there in person. Which means your focus needs to be at the user level. From the moment they click “register now” to when you send a reminder email the day before the event, how you engage your attendees will determine the excitement they feel going in.

Also, consider how you want to engage with each attendee. Do you want chat and moderated Q&A for live sessions? Do you want interactive elements built into the video-on-demand sessions? Consider how this should all look and feel and then execute on it.

For example:

  • Determine key themes for your event. What sort of topics will your sessions be covering? Why will your event matter to people in your industry? Once you’ve answered these questions, you’ll find a common message or messages that’ll help drive the theme of your event.

  • Set a timeline of event marketing deliverables to determine how and how often you will reach out to customers, prospects, and partners before, during, and after your event.

  • Start using those themes to draft creative content that will capture your audience’s attention and keep them thoroughly engaged until your event goes live and long after it’s over.

“GIVE US THE TOOLS, AND WE WILL FINISH THE JOB” – WINSTON CHURCHILL

How people view your content is as important as the content you’re providing. Ensure you have the right tools to reach your audiences, such as a robust online video partner that encompasses a variety of video needs, especially when trying to reach thousands of viewers at once. With the right platform, you’ll stream high-quality video in real-time and provide on-demand assets that your audience can watch. You’ll also be able to customize the user interface to fit your brand, gain valuable data into how your viewers are watching your content, and so much more.

To help you get a deeper understanding of how you can optimize your next virtual event experience, Brightcove and Adobe have created an eBook to help you Launch Virtual Events That Stand Out, Scale Up, and Soar. It covers everything you need to know to create a world-class virtual event that will deliver results.

If you’re planning a virtual or hybrid event, we’d love to help. Get in touch with us here.

HOW VIDEO IS HELPING RETAILERS KEEP PACE WITH MARKET TRENDS

bsp-admin-1 on August 20, 2020

In the first half of 2020, video views for retailers were up by an impressive 125%, as more consumers filled their shopping carts from home in response to the global pandemic. With an anticipated closure of nearly 25,000 retail stores across the US, retailers are heightening their focus on the digital marketplace to stay relevant and more importantly, stay in business.

THE DIGITAL MARKETPLACE IS GROWING, AND IT’S NOT SLOWING DOWN

Retailers in almost every category witnessed a skyrocket in online Q1 sales, with a 110% increase in grocery sales, a 58% increase in electronics sales, and a 34% jump in apparel sales. As people looked for safer shopping experiences, their eyes were now being drawn by digital engagements as opposed to traditional ones.

There was a time when retailers spent millions optimizing their in-store experiences, from physical displays and catalogs to print materials. However, now more than ever, retailers need to shift their focus toward online and video marketing experiences to keep up with current demands.

Nearly 150 million more digital-buyers will enter the e-commerce market this year, marking a 6.9% rise in online shoppers that are demanding a more modern, convenient, and personalized experience. That’s why most of today’s leading businesses, such as Zappos, North Face, Wayfair, Nike, and others, are already ahead of the game, using video to connect with their customers and enhance their overall shopping experience.

VIDEO BRINGS PRODUCTS TO LIFE FOR ONLINE SHOPPERS

By incorporating video into your e-commerce strategy, you can provide your online shoppers with a more authentic experience. It allows them to see everything from how fabrics look while the wearer is in motion to even a full 360-degree view of the product, giving more insight and detail than a static image ever could.

TYING VIDEO DATA TO YOUR E-COMMERCE PLATFORM HELPS PROVIDE ULTIMATE VISIBILITY

Just as video gives your customers enhanced visibility into a product, it also gives you a deeper understanding of their customer journey. It can give you a unique perspective on how often a video gets watched or how long buyers spend watching content before making a purchase. Tying that insight into your e-commerce platform helps to show areas of content performance or optimization on your product pages. So you’ll know exactly how each video is driving revenue for your business and which kind of video gets all the attention.

SEIZE CURRENT AND FUTURE MARKET OPPORTUNITIES

With the market in such a rapid transition and the upcoming holiday season around the corner, it’s the perfect time for retailers to gain a foothold in the new video economy. In fact, 71% of US adults say they’re planning to do their holiday shopping online this year – and there’s no better way to bring their attention to your products than through video.

That’s why Brightcove is excited to announce that Marketing Studio now supports integrations for both Salesforce Commerce Cloud B2C and Adobe Magento 2, helping businesses publish videos across their entire store experiences and bring their online storefronts to life.

Video is one of the most engaging and effective forms of communication, and it’s critical to gaining the attention and the trust of your customers in today’s market. Be a part of the future of online retail and give your audiences the experience they deserve with video.

TOP 5 MEDIA INSIGHTS FROM BRIGHTCOVE’S GLOBAL VIDEO INDEX

bsp-admin-1 on August 18, 2020

The first half of 2020 brought changes to almost every aspect of life as the COVID-19 pandemic changed our behavior, outlook, and habits. Brightcove’s Q2 2020 Global Video Index found that watching more video than ever before became a global trend that kept on growing. In nearly every corner of the globe, in every household and apartment, streaming news, entertainment, and sports media was on the rise. In Q2, views were up a robust 40% compared to the previous year, following a quarter that saw growth top 23%.

The Video Index analyzed 400 billion anonymized data points from Brightcove’s streaming customers to draw insights into how audiences in every region of the globe consumed video content in Q2. It looked at when, how often, and on what devices they watched – and what that all means for the industry.

Here’s a look at some of the top insights from the Video Index.

CONNECTED TVS SAW SIGNIFICANT GROWTH

The number of video views on connected TVs increased by 160% in Q2 globally as consumers spent more of their time watching video from their homes. But views on all devices increased during the first half of the year as video remained central to users sheltering at home. Will that trend continue? Or will we see a decline in video views as we come out of lockdown? COVID-19 has been video’s evolutionary moment, and, historically speaking, once consumers adapt to and adopt technology they almost never backslide. We’ll see smaller gains in Q3 and Q4, but, on the whole, expect the growth to continue.

SMALL SCREENS ARE DOMINANT IN THE EXPLODING ASIA-PACIFIC STREAMING MARKET

Smartphones dominated the share of video views in Q2, with 89% of all video starting on the devices…most of which were Android-based. That’s a trend that has been evident in the region for several quarters and is unlikely to change. India, too, saw the share of views dominated by smartphones as the country’s expanding middle class goes mobile-first.

Both regions should see continued mobile strength, especially as next-gen 5G wireless technology gains traction. In Japan, views on smartphones – which had a 59% share of all video starts – were up by 33% for the quarter.

SMARTPHONES ARE TAKING THE LEAD WHEN IT COMES TO GROWTH, BUT WHAT KIND?

According to our data, Android-based smartphones topped the global share of smartphone video views with 65% to iPhone’s 35%. That’s a ratio that’s changed over the past few quarters as iPhones have lost the leadership position to less expensive Android phones flooding the market. Streaming services need to be sure that they consider that when deciding what devices they’ll focus on.

93% GROWTH IN VIDEO VIEWS FOR AUSTRALIA AND NEW ZEALAND

With lockdown orders still in place, audiences in the ANZ region saw an overall increase in video views as entertainment and news media captured at-home viewers’ attention. Mobile played a major role in ANZ. Interestingly, longer-form content was as likely to be completed while being watched on a smartphone as it was on a connected TV.

VIEWS ACROSS EUROPE WERE UP 52% AND RISING

For two straight quarters, viewing numbers in Europe have seen their biggest increases on smartphones. Q2 saw video views on smartphones jump 69% from Q2 2019, while views on all devices increased by 52%. CTVs, as in most other regions, also saw big gains in views as consumers turned to the biggest screen in the house to watch more video. On average, viewers watched three times as much content on CTVs as on any other device.

HOW ONE CAREER DISTRIBUTES RECRUITING VIDEOS TO JOB HUNTERS

bsp-admin-1 on August 13, 2020

ONE CAREER Inc. is an IT/HR service provider whose mission is to craft as many careers as there are people. Their services include ONE CAREER for new-graduate job hunters, ONE CAREER PLUS for those seeking to change jobs, and ONE CAREER CLOUD for corporate HR clients.

In 2021, ONE CAREER launched a video distribution service for corporate briefings and other events through YouTube Live as well as the ONE CAREER app.

ACHIEVING IN-APP VIDEO DISTRIBUTION QUICKLY AND EASILY

ONE CAREER faced a turning point in February 2020. The emergency declaration to stay indoors during the COVID-19 pandemic led to the cancellation of in-person events such as joint corporate briefings. This drastic shift in business operations troubled both job applicants and HR departments. In an effort to break the deadlock, the company began streaming corporate briefings on YouTube Live.

“We were concerned about the reliability of YouTube’s data to determine things like viewer demographics and total video views,” said Mr. Tada. Furthermore, they needed to control which users could view the content and prevent unwanted disclosure of company information. “We wanted to create an experience for watching videos within our app by the end of 2020. While we still distribute videos on YouTube, we only use it for marketing.”

We were able to launch the service with Brightcove in two to three months. Developing it quickly while keeping costs down was the deciding factor.

Mr. Kumpei Tada
Consulting Sales Division Event Producer/ONE CAREER for Engineer Service Director
ONE CAREER initially considered building their own solution using AWS and compared it with other services. However, they decided to adopt Brightcove after considering the time and effort needed for development, as well as the cost in terms of training and maintenance. “With the onset of the pandemic, our competitors also began to offer online and video services. We wanted to launch our service ahead of the curve, so the deciding factor was developing it quickly while keeping costs down,” said Mr. Tada. “Brightcove meets our needs precisely; it’s simple to use and easy to understand. We were able to launch the service in two to three months, and since then, we haven’t needed to do very much development ourselves,” said Mr. Yamaguchi. Three years after launch, ONE CAREER continues to appreciate the level of customer support and user-friendliness that Brightcove offers. “Whenever I have questions, I email Brightcove’s account manager and customer support, and I always receive prompt responses. I often feel grateful to have a very good support system, including face-to-face communication and video calls,” said Mr. Yamaguchi.

SURVEY RESULTS FROM A ONE CAREER CLIENT

Students with Increased Interest After Viewing Videos: 95%

Job Entry Increase: 10%

INCREASING INTEREST AMONG STUDENTS WHO VIEWED VIDEOS

ONE CAREER is also starting to utilize Brightcove’s video data, and they’re providing feedback to recruiting companies on their video content based on user surveys.

“By distributing videos and gathering feedback, we successfully changed the employer brand perception of some companies. For example, one company changed from a large, old-fashioned firm to one with a flat communication style and a friendly atmosphere.

According to a survey of one client, 95% of students who watched the videos on their apps said that it “increased their aspirations for that company.” The survey also found that the number of entries actually increased by 10%.

Videos are not only enhancing student interest, they’re improving the efficiency of recruitment activities. Companies can see whether students who viewed videos applied to jobs and whether they’re progressing to the next stage of the selection process. We hope to use the data to increase the effectiveness of our video distribution,” said Mr. Tada.

Overall, students appreciate the new app because it provides them with a single destination to research companies, watch videos, and apply to jobs. And recruiters value it because, in addition to providing engagement data, the new system limits the disclosure of company information to job-seeking students.

This app serves as an excellent tool, providing convenience and value to both students and recruiters alike.

From Left: Mr. Kumpei Tada, Consulting Sales Division Event Producer/ONE CAREER for Engineer Service Director; Mr. Takuya Yamaguchi, Senior Engineering Manager/ONE CAREER Product Manager, Technical Development Division

COMBINING VIDEO AND OFFLINE DATA TO IMPROVE RECRUITMENT

In the future, ONE CAREER wants to develop services that support more effective and efficient recruitment activities by combining viewing data with offline methods. “After the pandemic, job hunting has increasingly taken on a hybrid model. However, I think we are merely mixing online and offline activities without effectively integrating them. A key challenge moving forward will be connecting users who have interacted offline with those who have interacted online. To achieve this, we need to make better use of data,” said Mr. Tada. “Currently, we have a platform where job-seeking students can watch videos from recruiting companies, but in the future, we plan to implement more advanced content management. This includes distributing videos and sending messages based on applicants’ interest and attributes, allowing for seamless and thoughtful communication with students,” said Mr. Yamaguchi. Through in-app video distribution, ONE CAREER supports the recruitment activities of hiring companies, setting a new standard for how recruiters use video in the future.

DOES THE NEW MUSIC INDUSTRY INCLUDE LIVE STREAMED CONCERTS?

bsp-admin-1 on August 13, 2020

EVERYONE GETS A FRONT ROW SEAT

The crowd surfers may bump into the living room couch, but that’s the only glitch you’ll find with the live streaming experience that Brightcove delivered for top performers like Dropkick Murphys, Willie Nelson and more. Without pausing, buffering or any other issues, fans enjoy a rich experience that brings them every drum beat, every guitar chord and every word with the clarity and emotion that makes them feel like they are right there in the stadium.

9 MILLION VIEWS

When Dropkick Murphys decided to live stream their concert, called “Streaming Outta Fenway,” the venue they chose was Boston’s historic Fenway Park. Due to the pandemic restrictions, only 35 people were allowed inside the huge stadium, and that included the band and the crew. But those 35 people were soon overshadowed by a slightly larger number—9 million. Over 9 million views of “Streaming Outta Fenway” were seen worldwide, in living rooms, backyards, roof decks, on screens large and small, giving everyone a front-row seat to this amazing performance. With 12 different streaming endpoints, and over $700,000 raised for charity, it was a rousing success.

AMAZING PICNIC, NO ANTS

When Willie Nelson’s iconic “4th of July Picnic” had to pivot to a virtual concert, Brightcove was right there to live stream the concert from Willie Nelson’s Luck Saloon and Chapel. Bringing millions of dedicated fans together virtually to experience the music they love, Brightcove’s leading live streaming technology delivered  Willie Nelson’s loyal fanbase a high-quality live concert experience. The event featured interviews with characters from the Picnic’s past, as well as new, live performances from their favorite artists such as Sheryl Crow, Ziggy Marley, Margo Price, Steve Earle, and Kurt Vile.

MEET THE NEW MUSIC INDUSTRY

“The music entertainment industry is forever changed, and video is at the forefront of its evolution. Even beyond the pandemic, we’ll continue to see organizations use video to connect with their audiences as it’s the only way to deliver the authentic, real-life experience that viewers crave,” says Sara Larsen, CMO, Brightcove. With top performers such as Dropkick Murphys and Willie Nelson, Brightcove has demonstrated how its technology is essential to a thriving entertainment industry as it connects performers with their audiences. If you have a performance in search of an audience, talk with Brightcove and see how our superior live streaming will deliver an experience the fans will never forget.

10 QUESTIONS ABOUT JOINING THE BRIGHTCOVE PARTNER PROGRAM

bsp-admin-1 on July 14, 2020

TEN QUESTIONS WITH LYNN D. TINNEY

Video is the ultimate way for people to connect and inspire, and more than ever people are craving connections and inspiration. At this moment in time, Brightcove is in a unique position to help democratize video and help our customers bring their stories to the eyes of the world.

As one solution, we were able to welcome Lynn D. Tinney to the Brightcove family. A partner-industry veteran, Lynn has been a part of building partner programs from scratch, improving them, and honing mature partner programs. She was able to assess how Brightcove could bring a world-class partner program to life and after talking with customers, the market, and partners, Brightcove recently announced an expanded partnership under Lynn’s leadership.

At Brightcove, her goals are to simplify, improve, and expand the Brightcove Partner Program to serve more partners and their clients across the globe.

With the official announcement of our expanded partner program on July 14, I recently had the opportunity to interview Lynn diving into her career, what brought her to Brightcove, why she is so passionate about partners, her partner philosophy, and what the expanded Brightcove program entails.

Tell me about yourself, and what got you into the partner career path?

I started in a channel role at a large organization 2-3 years out of college with minimal direct sales experience, so I asked my manager for a position in direct sales to get the experience under my belt. This move helped me learn how to create and keep customer relationships. It also taught me to better understand a partner’s business. Eventually my career took me back to partnering and I had the opportunity to lead a team selling with a great set of partners.

To me, selling direct is like playing checkers and selling with partners is playing chess. Partner selling is dependent on building strong relationships as you need to understand all of the moving parts, including fiscal, technical, and competitive differences. In the end, you need to trust one another. That takes commitment. I enjoy putting that effort in and seeing it pay off for both my company and my partner.

What brought you to Brightcove, and what intrigued you about video?

I was at the point in my career that I wanted something new. Video is exciting as it’s the next big thing that is going to transform how businesses work, communicate, and entertain. Video has become the critical medium around the world in which we communicate today. As someone always curious, I wanted to jump in and make an impact immediately. Brightcove is the leader in the space and I really liked the people. Throughout getting to know Brightcove and its team, it became clear that it is a very human organization, and very authentic. Everyone I met was knowledgeable, passionate, and welcoming. There was an extraordinary and undeniable human factor, all the way up to the CEO. Walking out of the interviews, I knew I had to work here. I’m about five months in and thrilled to bring my expertise to Brightcove to build its partner program.

What does a successful partner program look like in today’s landscape?

A successful partner program in today’s landscape needs great technology with the most reach. But the program was also set up to ensure it communicates and is consistent. It brings a full suite of resources to our partners and their customers. Beyond consistency and mutual expectations, we need to be flexible and recognize differences across the globe and continue to work together to innovate on the best ways to partner together. It’s important Brightcove is available and supportive in the way our customers and partners move business.

How important is it to have a team and partners around the world?

Brightcove is a global organization, we have customers in 180 countries so global business is in our DNA and it’s also foundational to our partner program.

The human element at Brightcove ensures that every area is unique. Having a team around the world, recognizing the different needs and expectations, is critical to our success. We strive to have that human element in the Brightcove Partner program. Remember there is always a human on the other end, and building local relationships is critical.

Tell me about Brightcove’s partner program and why we are expanding it?

The program has expanded in two ways. The first is enhancing the program we already have to put consistent structure and communication around it for our solution and referral partners.

The second is launching the Master License Partner program. Clients of all sizes and partners come to us, and they need the quality and dependability of Brightcove. The Master License Partner program puts the full Brightcove platform within reach for all size clients. This new part of our program aligns costs with revenue streams. Partners can now deliver Brightcove video to multiple customers in an affordable way that recognizes how their business moves.

The Master License Partner is the unique differentiator for Brightcove’s partner program, why did you feel the need to expand to include Master License Partner’s?

In recent months, we’ve seen enterprise video grow over 91%. With the world working remotely due to Coronavirus and the cancelation of in-person events, video is vital to business in today’s climate. Due to Brightcove’s history and reputation around the world, the demand for Brightcove video is high, allowing us to expand our partner program in this way.

As the need for reliable enterprise video and virtual experiences exploded, the need for the Master License Partner program was evident. We deliver a high commitment level to our partners and ask for the same from the partners who participate. They commit to leading with Brightcove and we support them knowing we are critical to how they serve their clients.

Partners and aspects of the market that we would not be able to reach in our direct sales model now have the ability to use Brightcove video with the quality, scalability, and level of support they desire through our partners. In this crucial time, video delivery cannot be compromised as it’s all about delighting an audience.

What are you looking for in potential partners?

In one word: committed. We want to be committed to our partners, and we want our partners to be committed to us. We also want there to be a mutual expectation of commitment throughout the program. Brightcove is committed and dedicated to our partners, and we hope for the same in return.

Why is it pivotal for companies to embrace video today and in the future?

The world we live in has accelerated the need for everyone to understand video as a communication tool and that it’s not just for entertainment. Video enables communication in the business world, our personal lives, our healthcare journeys, our learning, and so much more. It’s not a “nice to have” anymore, but a must-have. It brings an intimacy back to where it has been missing in communication.

Additionally, today’s decision makers are video-oriented. Its second nature to consume information via video as they have been entertained by it, played sports, and stayed connected through video. Video done right is informative, engaging, compelling, and connected. Brightcove platform allows content creators to focus on the message because they know the delivery of the video is not in question.

The buyers of today grew up on video. Organizations are learning their employees and consumers, whether B2B or B2C, are very comfortable with video and a virtual environment. What audiences won’t tolerate in compromised quality. Smart organizations are implementing a video-first strategy.

And lastly, what can we expect out of the partner program in 2020 and beyond? 

We have so much in the works. We are going to listen and grow the program with our partners. We are committed to innovating together and continuing to grow our enablement including upping our game in partner marketing and building pipeline together.

It’s really an exciting time to partner with Brightcove.