CORONA DISASTER BOOSTS DEMAND FOR CLIENT COMPANIES
According to Yusuke Uyama of the Media Business Division of Japan Business Press, “JBpress” has dramatically increased the performance of its marketing support business for advertisers in the Corona Disaster by utilizing online events and webinars. In the past, the cost of real seminars and other operations was so large that it was difficult to devote internal resources to them, but since the spread of the new coronavirus, the company has put in place a system that enables it to respond to requests from client companies.
The order of content to be distributed can be programmed and managed in advance, much like programming a television program. We used to outsource this service in the beginning, but now we can easily do it in-house.
Mr. Yusuke Uyama
Manager, Media Business Division, Nippon Business Press, Inc.THREE BENEFITS NOT FOUND IN REAL EVENTS
According to Mr. Uyama, online events and webinars have “three liberating advantages.
The first is ‘freedom from location. With real events, there is a high hurdle for people who live far away to participate, but with online events and webinars, there are no restrictions on where the audience can be located. When we recently held an online event on DX strategies for the public sector, we had viewers from various local governments. Participants loved how it relieved their burdens.”
Another benefit is “time freedom. If content can be recorded in advance, it can be filmed and delivered when it is convenient for the speaker, making it flexible for a variety of situations.
And finally, “Freedom from frequency”. Our online event “JBpress DX Week” was held on weekdays, but as a challenge, we rebroadcast it on Saturdays and Sundays. Using Brightcove Cloud Playout, we replayed the event on Saturday and Sunday with pre-recorded content that we had rearranged into the most appropriate delivery program and scheduled for delivery.
The point is not to preserve the archive, but to rebroadcast it. The point is not to keep the archives, but to replay them. This is a way to appeal to the busy weekday viewers while maintaining the rarity of the content.
In the two weeks of JBpress DX Week, we had 3,000 registrants, and 70% of them actually participated. We believe that both the sponsors and viewers were able to see the significance and benefits of holding the event online. By job title, more than 40% of the respondents were department managers and above. I think this indicates that people who are too busy to attend real events were able to participate because they could freely choose where and when to watch the event.”
RELIABLE 'BRIGHTCOVE CLOUD PLAYOUT' HELPS CORONA DISASTER RECOVER BUSINESS OPPORTUNITY
We had been using the Brightcove platform for on-demand video delivery for some time, so it was a natural progression for us to adopt ‘Brightcove Cloud Playout. Initially, we outsourced the distribution setup for online events and webinars to an external distribution company, but this was costly and slow. With Brightcove Cloud Playout, we can now program and manage the order of the content we want to deliver in advance, just like organizing a TV show, making it easy to do it in-house. We have also accumulated know-how in distribution, which has made it a viable business. We now have a dedicated team that holds up to 10 seminars a month at times.
Brightcove’s video delivery system automatically selects and displays video of a quality that is appropriate for the viewer’s environment. This has eliminated most of the occasional complaints from viewers that they can’t see the video or that the video is too rough. The basic, but most important and most gratifying aspect is that we are able to deliver a consistent video experience to our viewers.
JBpress has not been involved in online events and webinars in earnest since the Corona Disaster. The quality and consistency of delivery is the reason why the online event and webinar business has grown to become a new pillar of our business.
