AccuWeather is successfully driving engagement by inviting the weather community into the weather experience, encouraging users to share their weather-related videos across platforms.Trish MikitaVice President of Digital Media Strategy, AccuWeather
As the world’s largest and fastest growing weather company, AccuWeather continuously seeks innovative, relevant ways to personalize the weather so people can improve their lives.
All-weather videos on AccuWeather.com mobile and desktop sites are additional ways that AccuWeather provides weather information with Superior Accuracy™ through engaging content. AccuWeather brings the weather story to life through a variety of compelling video presentations, including breaking weather updates, local forecast information, user-generated content, and on-the-scene coverage to maximize the power of video.
Creating a video-centric weather destination
To develop a digital solution that would make AccuWeather’s high volume of weather videos easier to find, view, and share with others, AccuWeather designed and launched a custom video wall on AccuWeather.com, a unique central destination developed exclusively for 24/7 video content. Here, new trending videos are featured, in addition to a robust portfolio of weather video content – from real-time studio updates by AccuWeather’s team of trusted meteorologists to viral weather videos – organized by users’ interests. Categories include top trending videos, weather news, storm chaser footage, extreme weather updates, weather and health, and much more.
“Short-form video is the preferred communication method for a vast majority of AccuWeather users,” said Trish Mikita, AccuWeather Vice President of Digital Media Strategy. “As the world’s most trusted weather source and digital leader, conveying breaking weather updates and trending content effectively in a visually engaging, easy-to-navigate, innovative format was a top priority for AccuWeather.”
Selecting the right video partner
Given the significant volume of AccuWeather’s video content, rapid growth in views worldwide, the need for real-time scalability correlated with breaking weather conditions, and stringent business requirements for a best-in-class design and user interface, AccuWeather understood the importance of selecting the right strategic partner and closely evaluated options.
AccuWeather selected Brightcove to develop and manage the new AccuWeather.com video wall, providing a seamless viewing experience across user devices. Brightcove demonstrated solid experience in video content management, in addition to responsive customer service and a continued focus on partnership. Brightcove’s Video Cloud and Brightcove Gallery delivered the unique, sophisticated tools and performance that AccuWeather needed to offer world-class video interactivity and experiences to millions of users.
Working together, AccuWeather and Brightcove were able to bring the proprietary video portal to fruition quickly, moving from concept to launch in just weeks. This success proved Brightcove was able to execute a large, complex video initiative in a very short amount of time to drive results.
Demonstrating record growth results
Year-end 2015 results demonstrated the vast global appeal of AccuWeather’s digital innovation, with video views up over 300% vs. prior year on AccuWeather.com, a direct outcome of the video wall initiative. In fact, in just one month, viewers watched 15 years’ worth of AccuWeather content through the video wall, additional validation of AccuWeather’s high viewing volume and user appeal resulting from the launch.
AccuWeather videos are also driving greater “stickiness,” as users stay longer with AccuWeather to view and benefit from additional weather videos that are now more convenient to scan and access from relevant content adjacencies in the overhauled video wall configuration.
Reach is extensive, as AccuWeather provides the #1 mobile weather website in the world. Users worldwide regularly access AccuWeather video content and updates due to the video wall’s content appeal and ease of use, personalizing the weather so people can improve their lives.
Brightcove also provided AccuWeather with seamless integration points across Google Analytics, Twitter, and Facebook to monitor key data trends and insights on video viewing preferences and behavior, making it easy to track and analyze performance.
Fully integrating user-generated content
AccuWeather is bringing users into the weather experience by acquiring and using user-generated videos, capitalizing on the UGC trend.
“To personalize the weather, AccuWeather is successfully driving engagement by inviting the weather community into the weather experience, encouraging users to share their weather-related videos across digital platforms,” stated Mikita.
The effective, increased use of UGC, combined with a unique and intuitive digital design, continues to produce results for AccuWeather as the go-to video source in the weather category.
Expanding content availability
Building on this momentum, videos have been added to AccuWeather’s award-winning iOS app, making this unique, high-interest content even more accessible and convenient worldwide. Here, users can quickly view new and trending videos across iOS devices through the universal app. Additional global content expansion is planned in 2016 to reach additional users with new localized content.
Free, convenient video access
Users can experience the exclusive AccuWeather video wall by visiting the AccuWeather.com video tab or at videowall.accuweather.com on their desktop or mobile device, as well as on the AccuWeather iOS app.
Through its strategic partnership with Brightcove, AccuWeather is staying at the forefront of video innovation to provide a unique, integrated video experience. And video users are voting with their views, now at new record levels for AccuWeather, in successfully attracting, engaging, and retaining users worldwide.
About AccuWeather, Inc. and AccuWeather.com
Every day over 1.5 billion people worldwide rely on AccuWeather to help them plan their lives, protect their businesses, and get more from their day. AccuWeather provides hourly and Minute by Minute™ forecasts with Superior Accuracy™ with customized content and engaging video presentations available on smart phones, tablets, free wired and mobile Internet sites via AccuWeather.com, connected TVs, and Internet appliances, as well as via radio, television, newspapers and the new AccuWeather Network cable channel. Established in 1962 by Founder, President, and Chairman Dr. Joel N. Myers - a Fellow of the American Meteorological Society who was recognized as one of the top entrepreneurs in American history by Entrepreneur Magazine's Encyclopedia of Entrepreneurs - AccuWeather also delivers a wide range of highly-customized enterprise solutions to media, business, government, and institutions, as well as news, weather content, and video for more than 180,000 third-party websites. AccuWeather's CEO, Barry Lee Myers, is an award winning leader in global weather information issues and one of the world's most recognized advocates for cooperative relationships between government weather agencies and the weather industry. He is a leader in the digital weather information space.