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KEY TAKEWAYS FROM THE VIRTUAL EVENT STRATEGY SUMMIT

bsp-admin-1 on October 2, 2020

In a virtual world, your audience has a front-row seat no matter where they sit, which means they’re closer to your brand than ever. But what does it take to keep them entertained, engaged, and connected before, during, and after your virtual event?

Last week, Brightcove invited some of the event industry’s brightest minds to join our very first, fully-virtual, Video Strategy Summit delivered on our Virtual Event Experience portal. We brought together top business leaders from Cvent, TalkDesk, and PTC; technology and production experts from Stagedge, MediaLoft, and Hartmann Studios; and engagement gurus from Socialive, Drift, and Livelike.

Together, we took this opportunity to learn each other’s best-kept secrets on developing successful virtual event strategies. Here are three key takeaways from our three-day summit:

THE ROLE OF THE EVENT PLANNER IS EVOLVING

It’s “the rise of the event technologist,” says Cvent CMO, Patrick Smith. The latest trend for event planners is learning how to get down and technical as events have become entirely reliant on video to reach their audiences. Event planners now responsible for how their events look, sound, AND stream will also need to learn how their virtual experience brings in new business through both demand generation and marketing technology integration.

CONTENT IS STILL KING, BUT BITE-SIZED CONTENT KEEPS VIEWERS’ ATTENTION

Media Loft’s Dan Peeples said that there’s no shame anymore when attendees want to walk away from a presentation. If you’re going to “keep them in their screens, watching what’s going on, and paying attention,” you’ll need to focus on creating content that’s quick and relevant.

Here are three tips for developing content that will keep your audience engaged:

  • Make it quick and to the point, yet visually appealing.

  • Give your speakers enough time to prepare. Are you planning to pre-record your sessions? You’ll need to add a bit more time to the plan (Drift recommends 12 weeks).

  • If your speakers plan to be live, make sure they’re able to pivot quickly if something changes – live is live after all.

In addition to relevant content, you’ll also want to consider keeping your events shorter and more frequent. Virtual audiences may not have the same amount of time they used to, so it’s important to keep their valuable time in mind.

YES, YOU CAN HAVE A MEANINGFUL CONVERSATION IN A VIRTUAL ENVIRONMENT

It’s about time we threw away the notion that you can’t have the same sort of connection with your virtual audiences that you have with your in-person ones.

When it comes to building a virtual experience that connects your audience with your speakers, each other, and your brand, try to create a community feeling through:

  • Polling

  • Live Q&A

  • Shared experiences

  • One-on-one conversations

Another key way to keep the conversation going, before, during, and after your event, is to “activate your entire company,” says Drift’s Mark Kilens. Get your sales team to bring up the event to customers and prospects or have marketing live Tweet key sessions.

If you’re looking to create a stand-out virtual experience for your audiences, you need to hear what the experts are saying on what you should and shouldn’t do when putting together a successful virtual event strategy.

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

WITH IOS 14, AD PERSONALIZATION REQUIRES PERMISSION

bsp-admin-1 on September 11, 2020

You might’ve heard that Apple is making changes to its user tracking policies that will impact the use of device identifiers in iOS 14. Now, if you’re not using tracking for advertising, these new policies won’t affect you. And since the data that Brightcove analytics collects is anonymous and isn’t shared between publishers, it’s not subject to Apple’s new policies.

But let’s take a look at what’s changing and what you need to know as an app publisher.

WHAT IS IDFA?

IDFA is Apple’s Identifier for Advertisers, a unique ID string that identifies a particular device. It’s used in a few different ways, but the most common one is to support personalized advertising. Say I’ve opened the app for my favorite local restaurant chain, but I didn’t actually buy anything. Then I open the app for my local news publisher and start watching a video. When the app goes to fetch a preroll ad, it passes along my device’s IDFA, and the restaurant chain might choose to pay a little extra to run an ad about their latest meal deal. Everybody wins — the advertiser reaches someone who’s more likely to make a purchase, the publisher gets paid more for the preroll, and I see an ad that’s actually relevant to me.

But that same mechanism can get a bit creepy. The industry is trending away from sharing this sort of data without more transparency, and the latest move from Apple is a way to push for more privacy by default.

WHAT’S CHANGING?

With iOS 14, if an app doesn’t get explicit permission to provide the IDFA of the device it’s on, then it won’t get something unique. (This new policy will go into effect in early 2021.) This won’t make things fail, but it’ll prevent the advertiser from seeing that an ad request comes from a device they want to sell to, so the value chain is broken.

Apple is making a key change to support this, with a new API to request permission for the IDFA. This only needs to be requested once for each app, and a user can change whether they opt in or out any time in Settings (similar to how permission for location tracking is handled now). As an app publisher, you should explain to your users why you’re asking for this information – the value of personalizing ads. Just throwing up the system dialogue when a user first opens the app is a sure way to get a lot of opt outs. (Especially if you’re also asking for location permissions at the same time!)

For customers using the Brightcove Native iOS SDK, we’ve added support for the OS-level opt-in/out API, along with the latest Google IMA SDK (v3.12.1). Without integration with this API, any requests for the IDFA on iOS 14 – regardless of user preference – will have a value of 0, just as if the user had opted out. This update ensures that developers have access to the IDFA whenever possible. You’ll find this in our September release of iOS SDK v6.7.12, with full iOS 14 compatibility.

WHAT ELSE IS THERE?

IDFA was designed for personalized advertising, but it has also been used in a couple of other ways that Apple is offering alternatives for.

If an app publisher has a network of apps but doesn’t identify users themselves (e.g., via a login), they can access an IDFV (Identifier for Vendors), which is structured like an IDFA but is only unique across that publisher’s apps. So it can’t be used to share an ID between a news publisher and the restaurant, but it does allow a publisher to track a user’s viewing habits across different apps in their own network. (This doesn’t require a user to opt in.)

Another common use case is attributing app installations – IDFAs are used to identify referrals between apps that might be bounced through the App Store. Apple has provided a new StoreKit API (SKAdNetwork) to support this particular use case that also doesn’t require end user opt in.

SHOULD PUBLISHERS BE WORRIED?

No one really knows. Apple has provided users with a way to opt out of the IDFA since iOS 7 way back in 2013, but it’s buried in Settings so it never caught on.

At the other extreme, as Safari has made it harder and harder to work with 3rd-party cookies, publishers have found that advertiser demand (and therefore revenue) has dropped. The IDFA change doesn’t go as far, so if you’re thinking about deploying a native app, you can still monetize it more effectively than you can mobile web on iOS.

It’s likely this will land somewhere in the middle. Encouraging users to opt in and explaining the value of getting relevant ads will certainly help. And separately, publishers should be looking at other ways to trade on their own first- or second-party data to maximise the value of their inventory.

WHY MOZART, BEETHOVEN, AND TCHAIKOVSKY WOULD HAVE LIVE STREAMED

bsp-admin-1 on September 10, 2020

Performers want to perform; audiences want to watch. It’s that simple. And nothing should come between this time-honored relationship that’s existed since the first cavemen gathered around their buddy singing dinosaur songs. As concerts and performances rapidly evolve, Brightcove makes sure you don’t get left behind with video experiences that meet all the demands of today’s digital world. From staying connected to donors to building new audiences, the potential of video is unlimited, and Brightcove is ready to put you at center stage.

THIS HAS BECOME ONE LONG INTERMISSION

With the global pandemic shutting down most in-person performances, arts organizations realize they can’t stay silent for long. This is especially crucial when it comes to donors and patrons, the lifeline of any organization. By developing live stream performances and video content on-demand, your organization stays connected to these supporters and demonstrates that you’re committed to engaging with them. Brightcove’s video technology and solutions are helping The Tribeca Film Festival, Sydney Symphony Orchestra, San Francisco Opera, Chamber Music Society of Lincoln Center, and more to remain vibrant, innovative, and top-of-mind with their loyal benefactors.

REVENGE OF THE BALCONY DWELLERS

For those audience members who’ve always been squinting from the balcony, a video performance now brings the stage up-close and personal. Brightcove’s flawless live streams deliver every note and nuance in absolute clarity, creating a virtual performance that, in some ways, will rival an in-person performance. What’s more, arts organizations are using the power of video to give audiences an even stronger appreciation for what they’re about to see.

This might be an interview with the composer, an informative lecture about an opera, or a day in the life of a ballet dancer before she soars onto the stage.

THE CONCERT HALL JUST GOT WAY, WAY BIGGER

As video lets you connect with your current audiences, it also opens up a whole new world–literally. With Brightcove’s powerful technology, your sonata, pirouette, or soliloquy can be seen on phones, tablets, TV, and any other screen across the globe. Think of the new audiences you will reach. Maybe a couple who could never find a babysitter will now pay to sit at home and enjoy the performance. Or, maybe someone who could never afford the expensive night out will now find this much more accessible. People want to be entertained, and they’re already living a digital life, so meet that willing audience with outstanding video solutions from Brightcove and rest assured that you will look and sound your absolute best.

The future of musical and theatre performance is clearly transforming, and Brightcove will make sure you stay on top of it all. Let our recognized video technology and solutions fuel your imagination as you keep your organization thriving and relevant in today’s changing world.

Watch our latest webinar, Keeping The Main Stage Alive With Video, to discover the latest trends impacting the performing arts industry and learn how some top organizations are implementing digital strategies and using streaming video to survive and grow their audience-base.

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.