How do you calculate the ROI of a video distribution platform?

According to the Japan Information System User Association’s “Corporate IT Trend Survey 2019 (FY2018 Survey)”, one of the three major issues with digitization is that it is difficult to determine its effectiveness. However, when introducing a new system, it is often necessary to estimate the ROI (Return on Investment). So, how should the ROI be calculated when introducing a paid video distribution platform?

Q3 2019 GLOBAL VIDEO INDEX: OTT SPORTS CONTENT SCORE

Sports programming has always been seen as the last bastion of broadcasters and pay-TV operators in their running battle with streaming; it was content that could help them maintain their footing as more consumers turned to over-the-top delivery of their movies, news and episodic TV.

But that’s changing as more sports leagues, sports teams and sporting figures have discovered what everyone else knows: If you want to reach a larger audience — and to keep the one you have — you need to go over the top and be available on any device, anywhere and at any time.

And, just as streaming providers and content owners have learned that insights driven by data is crucial to their growth, so too has the sporting world.

OTT sports usage data is a part of Brightcove’s Global Video Index for the first time in Q3 2019. Sports will be a part of future Video Indexes moving forward, as we analyze hundreds of millions of data points for insights into how viewers are watching, what devices they are watching on and what kind of content they’re consuming.

SPORTS AUDIENCES TAKE TO OTT

A recent study from USC’s Annenberg School for Communications found that 78% of self-described “intense sports fans” who would pay for a sports-specific channel, would be willing to pay more for a sports streaming channel.

And, as we found in the Q3 2019 Global Video Index, they watch on every device in — and out — of the home.

More than half (54%) of sports content views begin on smartphones globally, that’s up 49% from a year ago. Connected TVs (CTV), meanwhile, saw a 312% increase in views over-the-top, with the highest completion rates of any device.

Some sports findings:

·   In North America, connected TVs saw sports video views increase 730%, with computers (58%) used most often to view sports content.

·   In Australia/New Zealand, CTV views were up 188%, followed closely by smartphone views (+135%). Smartphone’s share of views was highest at 68%.

·   The Asia-Pacific region saw sports consumed most often on mobile devices (61%) but saw the highest completion rates on computers (61%).

·   In Europe, smartphones ruled, with 71% of sports video views starting there. Y/Y views increased 71% on smartphones and fell 43% on computers.

·   Japan/Korea, meanwhile, saw most sports views on smartphones (56%), with the highest growth in terms of views (+124%) also occurring on smartphones. Completion rates were highest on computers and tablets.

MOBILE REMAINS A ‘GROWTH INDUSTRY’

As 5G begins to deploy globally (Ericsson’s Mobility Report expects 2.6 billion 5G mobile connections by 2025) consumers will gradually see speed increases and use more data than ever before. Ericsson expects consumers to use 24 GB of data a month, compared to 7.2 GB today, with about half being video.

In Q3, we saw mobile’s share of video views increase to 62%, with computers trailing at 38%, a significant increase from a year ago, and even last quarter.

Smartphones saw more than half (52%) of all video views, up from 41% a year ago. It was the first time that video views on smartphones alone had the majority of share. The number of video views increased on every device but computers, showing that the migration of online streaming video from its original “home” was accelerating.

The number of views on smartphones increased in every region, with Y/Y gains from a low of 6% (North America) to a high of 33% (Middle East/Africa).

APAC (77%) and Middle East/Africa (60%) saw the highest percentage of video views on smartphones.

We expect the share of video views on smartphones to continue as consumers, in emerging markets especially, use smartphones as their primary screen.

ALONG THE WAY…

The dominance of iOS continues to wane as more Android phones – especially more affordable models from China — continue to flood emerging markets.

Four markets remain solidly Android-based. Asia-Pacific is at an all-time high of 90% Android share, followed by Middle East/Africa (81%), Latin America (81%) and Europe (72%).

Continuing a trend, long-form video (21-40 mins.) and ultra-long-form video (41+ mins.) continued to see growth on all devices but computers, which slipped slightly.

Smartphones continue to see a large number of long-form (21-40 minutes) and ultra-long-form (41+ minutes) starts, 64% and 55% respectively. But, virtually every content length saw significant growth on all devices.

The Brightcove Global Video Index reflects the anonymized, aggregated, online video metrics of Brightcove customers.

HOW TO RUN A WEBINAR: THE ULTIMATE 101 GUIDE

Webinars can be a powerful video marketing tool for gaining new leads and engaging with your current customers. But setting up your first webinar may seem a little overwhelming. After all, you have to coordinate a lot of moving parts to ensure your live event goes off without a hitch.

Not sure where to begin? Have no fear! We pulled together some tips and tricks on every step you’ll need to take to host a successful webinar — from technical admin to promotion to follow ups.

1. NAIL DOWN THE LOGISTICS

First things first: Define the whowhatwhenwhere and why behind your webinar. In particular, this means figuring out the following:

  • The topic: What type of content will your webinar cover? Will it be associated with any of your current or future marketing campaigns?

  • The speaker(s): Will you be presenting your webinar alone or will you host an interview-style discussion?

  • The date: When will the webinar take place? PRO TIP: Make sure the date works for all involved parties and builds in enough time for you to promote effectively.

  • The platform(s): What platform will you use to collect registrations? How will you host the live event? PRO TIP: Consider tying a third-party registration form to a landing page that your team creates on your own site — instead of using the standard landing page that services like GoToWebinar or Zoom provide. Doing so will enable you to create a unique registration experience that matches your brand style.

2. COORDINATE AS A TEAM

Once you’ve finalized the above, it’s time to get to work! Set up a kickoff meeting with all the parties involved. This likely includes the presenter(s), stakeholder(s) and individuals who will be creating and distributing all of the promotional assets (such as writers, designers, developers and the marketing ops team). During the kickoff, make sure that everyone’s aligned on the topic and timeline. And then work together to define the best promotional strategy and messaging.

PRO TIP: A mix of promotions is best to ensure you’re getting the word out to the largest audience possible. Consider leveraging social posts, email campaigns and blog posts to drive to your registration page. If you’re co-presenting with one of your partner organizations, you have the ability to engage their audience through those channels, as well. Just be sure to coordinate and create separate tracking URLs so you can easily determine which asset drove your audience to register.

3. CREATE AND FINALIZE ALL YOUR MATERIALS

After you’ve locked down your strategy, it’s time to start creating your awesome webinar content. For presenters, this means developing slides and talk tracks — while the rest of the team should get to work on creating all the promotional assets.

PRO TIP: Make sure the final presentation deck aligns with the approved promotional copy. After all, you want to make sure that registrants are getting the information they’re looking for when they attend your webinar.

4. TAKE IT LIVE

The day of the webinar is finally here! Here are a few best practices on how to maximize your time with attendees:

  • Set the scene: Be sure to start by introducing the topic and yourself.

  • Incorporate examples: Don’t just talk at your attendees; incorporate examples from your own experience to add your unique spin.

  • Leave time for questions: Incorporate about 10 minutes for a Q+A session at the end of the webinar. And make sure your email address is on the last slide so that attendees can follow up with you directly.

PRO TIP: Consider polling the audience before you begin your presentation. Ask a question that will help you get a sense of your attendees and their professional background. And then adjust your talk track based on the type of information that would be most valuable to them.

5. FOLLOW UP

After the webinar is over, be sure to send a follow-up email to attendees that thanks them for participating. And import all of your leads into your sales database so that your sales team can begin having one-on-one follow-up conversations.

PRO TIP: Add a link to the recording of the webinar to your follow-up email so that registrants can easily watch it again on their own time.

And that’s it! By following the steps above, you’ll be set for webinar success — ensuring the event runs smoothly and you capture the best possible leads.

BRIGHTCOVE PLAYER: SSAI PLUGIN CHANGES FOR V6.9.0

The Brightcove SDK v6.9.0 was released on October 22, 2019, and it includes several changes (as seen in the release notes). But in this post I want to talk specifically about the changes to the SSAI plugin, particularly the added support for Live SSAI.

LIVE SSAI OVERVIEW

What is Live SSAI? In short, Live SSAI is a Live stream that has dynamically stitched ads in it. You can find more information about the Live SSAI API in Live API: Server-Side Ad Insertion (SSAI)“) — and also check Video Cloud SSAI Overview to learn more about SSAI in general.

When you play a Live SSAI stream in any player, you will see both the content and the ads as part of the same stream, and there will not be any visual indication between the two. This is where the Brightcove SDK and SSAI plugin comes in handy. The SSAI plugin will detect when an ad break is playing and the controller will change to display useful information, such as the duration of the ad break, the duration of the individual ad and the ad number countdown.

GETTING STARTED

Before I start talking about Android and the SSAI plugin code, you will need to do the following things:

  1. Create a Live ad configuration
  2. Setup your Live stream
  3. Find and copy your Live adConfigId

CREATE A LIVE AD CONFIGURATION

You must create an ad configuration in the same way you would with a VOD video. To do so, please follow the following guide: Creating a Live ad configuration. You can also take a look at Implementing Server-Side ads in the Live Module.

SETUP YOUR LIVE STREAM

To create your Live stream with SSAI support, please follow: Creating a live event that supports server-side ads.

FIND AND COPY YOUR LIVE ADCONFIGID

When you create a Live ad configuration in step 1, you get an Id and you might be tempted to use it as your adConfigId the same way it is done for VOD SSAI. However, this is not the Id we need for Live SSAI.

To find the Live adConfigId, you need to follow the steps in Publishing the live event. In the last step, you will be able to see the Player URL. This Player URL contains the adConfigId. You will be able to differentiate it because this adConfigId starts with “live.”

REQUESTING YOUR LIVE SSAI VIDEO WITH THE SSAI PLUGIN

Now we are ready to request the video and play it back.

The first thing we need to do is to create an HttpRequestConfig object with the Live adConfigId.

String adConfigIdKey = "ad_config_id";
String adConfigIdValue = "live.eb5YO2S2Oqdzlhc3BCHAoXKYJJl4JZlWXeiH49VFaYO2qdTkNe_GdEBSJjir";

HttpRequestConfig httpRequestConfig = new HttpRequestConfig.Builder()
  .addQueryParameter(adConfigIdKey, adConfigIdValue)
   .build();

Secondly, we create the SSAIComponent object, which handles the Live SSAI stream in the same way as a VOD SSAI stream.

SSAIComponent plugin = new SSAIComponent(this, brightcoveVideoView);

Then we create the Catalog object.

Catalog catalog = new Catalog(eventEmitter, accountId, policyKey);

Finally, we make the Video request using the HttpRequestConfig previously created and we process the received Video with the SSAI plugin. The SSAI plugin will automatically add the video to the Brightcove Video View.

catalog.findVideoByID(videoId, httpRequestConfig, new VideoListener() {
            @Override
            public void onVideo(Video video) {
                   plugin.processVideo(video);
            }
        });

You will notice that this process is exactly the same as with a VOD SSAI. The only difference is the adConfigId used.

BREAKING CHANGES

In the SSAI plugin v6.9.0, we had to introduce a potential breaking change due to an issue with the stored playhead position when interrupting and resuming the Live video. This will impact you only if you rely on the Event.PLAYHEAD_POSITION property from either the EventType.PROGRESS or EventType.AD_PROGRESS event.

The Event.PLAYHEAD_POSITION in earlier versions contained the relative playhead position to the ad or the main content, but it has the absolute playhead position in 6.9.0.

Let me explain it through an example. In the following figure, we have a VOD SSAI video with a total duration of 43 seconds. The main content time is 15 seconds, and it has three ads, a pre-roll of 6 seconds, a mid-roll of 14 seconds and a post-roll of 8 seconds. When we start playing the mid-roll, the absolute playhead position will be 11 seconds, but the relative playhead position to the mid-roll will be zero. The Event.PLAYHEAD_POSITION value will be zero in earlier versions but it is 11 seconds in version 6.9.0.

NOTE: All the actual playhead position values are given in milliseconds in the Brightcove SDK.

ssai-progress-flow-diagram

On the other hand, we also introduced a new event property called Event.PROGRESS_BAR_PLAYHEAD_POSITION which contains the relative playhead position. This name is more descriptive of its purpose, which is ultimately to display the playhead position of the playing block (ad or content) to the user through the progress bar. Having said this, if you depend on the Event.PLAYHEAD_POSITION value, you only need to start using Event.PROGRESS_BAR_PLAYHEAD_POSITION instead.

The Event.ORIGINAL_PLAYHEAD_POSITION was unchanged for compatibility purposes, and it still contains the absolute playhead position.

The following table summarize the changes:

     
Event property Previous to 6.9.0 6.9.0 and higher
Event.PLAYHEAD_POSITION Relative playhead position Absolute playhead position
Event.ORIGINAL_PLAYHEAD_POSITION Absolute playhead position Absolute playhead position
Event.PROGRESS_BAR_PLAYHEAD_POSITION N/A Relative playhead position

CONSIDERATIONS WHEN LISTENING TO THE PROGRESS EVENT

There are a few things you must be aware when listening to the EventType.PROGRESS event in the SSAI plugin. The time when you add your listener matters.

I want to start by giving you some context on what the Brightcove SDK and SSAI plugin do.

1. First, the EventType.PROGRESS is originally emitted by the ExoPlayerVideoDisplayComponent class and the Event.PLAYHEAD_POSITION property has the playhead position retrieved from ExoPlayer (I assume you are using ExoPlayer), which is the absolute playhead position in the SSAI context.

2. Then the SSAI plugin catches the EventType.PROGRESS event and compares the playhead position against the SSAI timeline, to determine whether it is playing content or ad. In both cases we calculate the relative playhead position and add a new Event.PROGRESS_BAR_PLAYHEAD_POSITION property with this value.

  • If playing content, we let the event be propagated to the rest of the listeners.
  • If playing an ad, we stop propagating the EventType.PROGRESS event, and emit the EventType.AD_PROGRESS with the same properties.

3. Finally, all listeners added after SSAIEventType.AD_DATA_READY is emitted or those with the @Default annotation will receive the EventType.PROGRESS event.

Because of how the EventType.PROGRESS is processed, depending on when you add your listener, you might not get the expected values. For example, if you add the EventType.PROGRESS listener before the SSAIEventType.AD_DATA_READY is emitted, your listener will be called before it gets processed by the SSAI plugin, therefore you will not be able to get the Event.PROGRESS_BAR_PLAYHEAD_POSITION value.

NOTE: This also happens in older versions, but instead of not getting Event.PROGRESS_BAR_PLAYHEAD_POSITION value, the Event.PLAYHEAD_POSITION will have the absolute playhead position instead of the expected relative playhead position (again, this is for older versions).

NOTE: This problem does not happen when listening to the  EventType.AD_PROGRESS event.

In case you run into this situation, there are a couple of things you can try:

  1. Add the @Default annotation to your listener.
  2. Add your listener after SSAIEventType.AD_DATA_READY is emitted.

ADD THE @DEFAULT ANNOTATION TO YOUR LISTENER

Internally, we annotate certain listeners with the @Default annotation. This makes all default-annotated listeners wait for all non-default listeners to be called first, before default-annotated listeners are called.

By adding this annotation to your EventType.PROGRESS listener, you make it wait until the non-default SSAI Plugin EventType.PROGRESS listener processes the event. The only caveat is that this behavior might change if the SSAI Plugin EventType.PROGRESS listener is annotated with the @Default annotation in a future release (I am not currently foreseeing this to happen).

The example looks like this:

eventEmitter.on(EventType.PROGRESS, new EventListener() {
   @Default
   @Override
   public void processEvent(Event event) {
       int absolutePlayheadPosition = event.getIntegerProperty(Event.PLAYHEAD_POSITION);
       int relativePlayheadPosition = event.getIntegerProperty(Event.PROGRESS_BAR_PLAYHEAD_POSITION);
   }
});

ADD YOUR LISTENER AFTER SSAIEVENTTYPE.AD_DATA_READY IS EMITTED

Alternatively, you can add your listener after the SSAIEventType.AD_DATA_READY event is emitted, which guarantees your listener will be called after the SSAI plugin had the chance to process the event.

The example looks like this:

eventEmitter.once(SSAIEventType.AD_DATA_READY, adDataReady -> {
   eventEmitter.on(EventType.PROGRESS, progressEvent -> {
       int absolutePlayheadPosition = progressEvent.getIntegerProperty(Event.PLAYHEAD_POSITION);
       int relativePlayheadPosition = progressEvent.getIntegerProperty(Event.PROGRESS_BAR_PLAYHEAD_POSITION);
   });
});

There is a caveat. Since the SSAIEventType.AD_DATA_READY event is emitted every time the SSAI video (Live and VOD) is opened, you need to make sure you are not adding your EventType.``PROGRESS listener multiple times.

One way to avoid this is by saving the token when adding the EventType.PROGRESS event listener to the Event Emitter and use it to remove such listener after every SSAIEventType.AD_DATA_READY event. For example:

// Declare member variable
private int mCurrentProgressToken = -1;

// Code called every time a SSAI video is processed with the SSAI plugin
eventEmitter.once(SSAIEventType.AD_DATA_READY, adDataReady -> {
   if (mCurrentProgressToken != -1) {
       eventEmitter.off(EventType.PROGRESS, mCurrentProgressToken);
   }

   mCurrentProgressToken = eventEmitter.on(EventType.PROGRESS, progressEvent -> {
       int absolutePlayheadPosition = progressEvent.getIntegerProperty(Event.PLAYHEAD_POSITION);
       int relativePlayheadPosition = progressEvent.getIntegerProperty(Event.PROGRESS_BAR_PLAYHEAD_POSITION);
   });
});

SUMMARY

The SSAI Plugin 6.9.0 does the heavy work to support Live SSAI. There aren’t any significant changes in the plugin API used to start playing Live SSAI streams compared to VOD SSAI. The hard part is setting up your Live SSAI stream and identifying the right ad config Id you need to pass to the HttpRequestConfig when making the Catalog request.

There are potential breaking changes you must be aware of, but once you identify if you are affected, it’s very straightforward to fix your code. And in case you depend on the EventType.PROGRESS event, you must also put special attention on when you are adding your progress listener and verify you are getting the expected values.

PAYTV OPERATORS WILL NEED OTT TO OFFSET CORD-CUTTING LOSSES

OTT content will be be a crucial tool for pay-TV providers hoping to increase revenue and retain subscribers in coming years.

That’s according to a new report from data and analytics company GlobalData, which points out that OTT traction is gaining in all geographies, pressuring traditional TV operators and, in the case of North America, driving cord cutting at an accelerated rate.

Operators will have to create interactive content libraries, provide on-demand video, and update their portfolio with HD and 4K content to remain compelling, the report said.

Broadband will play a more crucial role, as well. In the US, for example, operators have begun to pivot their businesses to make connectivity their primary business strategy over delivering low-margin pay-TV content.

Globally, high-speed broadband initiatives are accelerating, too, with many driven by government funding. That, said Antariksh Raut, senior analyst of Telecoms Market Data & Intelligence at GlobalData, will continue to help expand broadband coverage and adoption, which is critical for OTT video success.

But, don’t assume pay-TV is getting stickier because global subscription numbers are forecast to increase. That’s more a product of expansion in the Asia-Pacific region than anything. Overall revenues are trending down for the next several years as more users cut the cord and turn to streaming content.

Total pay-TV revenue is expected to decline $9 billion in 2024 to $210.9 billion, compared to $219.9 billion in 2018, the company said, losses that will primarily be felt in developed markets.

OTT CONTENT IS STILL PULLING SUBS FROM PAY-TV

While several pay-TV operators have launched their own OTT video services, SVOD players such as Netflix, Amazon, and HBO Now are gaining more relevance with their international and local content portfolio. And, streamers continue to increase their content budgets to appeal to local audiences.

“Adding live and pay-TV channels is also gaining relevance where the competition between pay-TV and OTT service providers is increasing,” said Raut. “For Instance, Hotstar, an OTT video platform in India, provides access to live sports and other broadcast channels along with its own content library comprising of movies and web series.”

The US SVOD market remains the biggest in the world with an estimated 71% of revenues in the space.

THE BOTTOM LINE

Pay-TV providers like AT&T are leaning more toward offering their customers OTT services like HBO Max and DirecTV Now, a trend developing in the United Kingdom and elsewhere, as well.

The question, of course, is whether or not they’ll be able to stop the bleeding by offering what increasingly is a mirror image of the content they offer through their traditional services. Will over-the-top bundles of 70 channels or more be able to attract viewers that already have turned a cold shoulder to their pay-TV cousins?

In recent quarters, US operators haven’t been able to replace customers lost to cord cutting with the same number of customers buying virtual pay-TV bundles. With more competition from new a la carte offerings like Disney+, that trend is unlikely to change.

CONTROLLING YOUR BRAND EXPERIENCE WITH VIDEO SECURITY

Picture this: Your target customer stumbles upon your brand’s video on YouTube and is really intrigued by what you have to offer. Maybe they’re thinking about how your service will help them reach a corporate goal, or the ways in which your latest product will streamline their day-to-day operations. You’ve hooked them, right? Well, not so fast. All of a sudden, the video pauses to buffer—or, even worse, an ad from your top competitor starts running during one of the designated promotional breaks.

In the end, a free-platform-only video strategy puts your brand integrity at risk and opens up the opportunity for you to lose valuable business. Read on to learn the top five reasons you should invest in an online video platform (OVP)—and hear how switching to a secure offering empowered SEEK to control their viewer experience.

1. PROTECT YOUR BRAND REPUTATION

When using free platforms, you have no control over the ads or recommended content that appear alongside your videos. This poses a huge risk to your brand reputation, as it’s possible that your videos will be associated with content that is off-message, stems from competitors, or contains inappropriate footage.

By investing in an OVP, you can own your image and ensure your brand takes center stage for your viewers.

2. CONTROL THE USER EXPERIENCE

When your content lives on someone else’s site, you give up your ability to manage the user experience. For instance, if a certain platform is prone to buffering issues, you risk the chance that your target audience will abandon your videos and associate the negative viewing experience with your brand. This could, in turn, impact the viewer’s willingness to make a purchase from your company down the line.

By moving to a secure video platform, you can provide a user experience that meets your quality standards. And you can even customize the look and feel of your videos to match your brand aesthetic and marketing goals.

3. REAP THE SEO BENEFITS

Videos are considered high-quality content and are rewarded as such in search results. But if all of your content lives on a free platform, you’re missing out on the valuable “SEO juice” they offer.

By embedding the videos on your own site through a secure video platform, you can improve your SEO because you “own” the video file.

4. TAP INTO THE VIDEO EXPERTS

When relying solely on a free video platform, you’re on your own when it comes to determining the right video strategy for your organization.

Invest in an OVP to gain access to highly trained specialists who are ready to offer guidance on how to maximize your video marketing potential. With this trusted support system, you can launch powerful campaigns without in-house technical expertise.

5. MAKE SMARTER, DATA-DRIVEN DECISIONS

Free platforms can only offer superficial analytics, which can’t be tied to individual prospects. And, in many cases, if you make an edit to a video you’re already hosting on a free platform, you risk losing all the video history and stats associated with it.

With an OVP, you can leverage robust content performance and viewer experience data to gain impactful insights on the effectiveness of your video marketing campaigns—and integrate with your existing analytics solutions for even deeper insights.

SEEK SWITCHES TO A SECURE PLATFORM TO CONTROL THEIR VIEWER EXPERIENCE

SEEK, an Australian employment marketplace, recently launched a powerful new library of educational videos for job seekers and employers. Their library—powered by Brightcove Marketing Studio and Gallery—offers a single location for everything from hiring advice to job-seeking guidance to engaging business stories. This new content offering empowers SEEK to connect with key audiences and strengthen its position as a leading destination for career advice.

In the past, SEEK hosted its videos on free social platforms, but the company realized that it needed to switch to an OVP to control the behavior, look, and feel of their video player.

By moving to Brightcove, SEEK now has total control over the end user experience and confidence that their content is displayed in a brand-safe environment that’s free of third-party ads and competitive distractions. In addition, they can now take their video experiences to the next level through playlists, autoplay functionality, and curated content—and leverage real-time analytics to improve the viewer experience over time.

FOR BEST RESULTS, BLEND THOROUGHLY

By hosting your videos on a secure platform, you can have ultimate control over the viewer experience and avoid any association with unsavory or off-brand content. But that doesn’t necessarily mean that you should abandon free platforms altogether. They have their place in a blended, holistic marketing strategy—as long as you utilize them based on their specific strategic advantages. For instance, you can increase your audience reach by posting a brand awareness video on YouTube. But then that video should ideally drive viewers to premium content on your own branded portal.

The video distribution platform that supported the live/on-demand distribution of SoftBank World, which was viewed a total of 100,000 times.

ACCURATE LOG ACQUISITION IS THE FIRST STEP TO UNDERSTANDING YOUR CUSTOMERS

SoftBank is the core company in the SoftBank Group’s information and communications business. It was the first carrier to introduce the iPhone to Japan, and its “Father” TV commercials have made it well known to the general public. On the other hand, it is also active in the B2B business. In addition to corporate contracts for communication lines, it is also involved in the solution business, which uses AI, RPA, IoT, etc. to solve various issues for customers, and has achieved significant growth in recent years.

Makoto Tajima, Manager of the Event Promotion Section, Experience Department, Marketing Communications Division, Corporate Marketing Headquarters, says, “With the call for work style reform, sales representatives have to meet with customers in a limited amount of time. In order to further expand our business, we needed a way to use digital to get to know our customers and link that to smooth sales activities.”

The company screens customers’ issues in advance using digital technology, and then makes proposals that can pinpoint and solve customers’ issues. In order to establish this new sales style, a system that can collect information on potential customers on a wide scale is an important part of the process. This is why the company decided to actively use video. They decided to carry out live video streaming at their annual event, SoftBank World.

“At past SoftBank World events, we received a lot of feedback from people who wanted to attend but couldn’t because of geographical or time constraints. So last year we expanded the scope of our live streaming, but we had a problem with not being able to capture video viewing logs” (Mr. Tajima)

CAPTURING ACCURATE AND DETAILED LOGS WITH BRIGHTCOVE

Since we need videos that sales representatives can send to customers or play back during business negotiations, the marketing side will also prepare content that can respond to those needs.

Makoto Tajima
Manager, Event Promotion Section, Experience Department, Marketing Communications Division, Corporate Marketing Department, SoftBank Corp

At the 2018 event, live and on-demand streaming was implemented. However, while it was possible to obtain website visit logs, it was not possible to tell whether the customer had actually watched the video. As a result, it was not possible to meet the requirements necessary for digitizing sales, which is to collect a wide range of customer information. Therefore, SoftBank World 2019 decided to adopt Brightcove’s Video Marketing Suite as a video platform that could solve this issue. Using Brightcove, it is possible to obtain detailed logs such as the number of views, viewing time, and date and time. In addition, it was decided to adopt other systems as well. Using Brightcove, it is possible to obtain detailed logs such as the number of views, viewing time, and date and time. In addition, it is possible to obtain and analyze more detailed viewing data by combining it with other systems.

SoftBank World 2019 actively promoted the live streaming of videos. Although the number of visitors did not change, the number of registered users increased by 1.4 times, and the videos recorded more than 100,000 views. It is thought that many customers thought, “If I register, I can watch videos” and “I can participate in the event in real time while staying at home”. On the day of the event, a total of 37 live streams were broadcast, including the keynote speech and sessions. After the event, 35 of these were made available on demand as an archive.

In addition, several other types of content were prepared for the event, including case study videos and videos for small and medium-sized businesses. Ms. Asami Shirasaka of the Communications Department, Communications Promotion Division, said, “It was effective to be able to see how people were watching each piece of content. The information about which videos were watched and how much was valuable.”

UTILIZING MULTIPLE ADVANCED FUNCTIONS

This was the first time they had used Brightcove Live for live streaming, but the operation was flawless. Ms. Waka Saito of the Communications Department, Communications Promotion Section, revealed that “actually, I first used the Brightcove management screen on the day of the event. Above all, the user interface was very easy to understand, so even though it was my first time, I was able to operate it intuitively”.

To achieve this, they rehearsed thoroughly behind the scenes. While the staff were busy preparing for the event, the engineering team worked closely with multiple outsourcing companies. To ensure that the live broadcast went smoothly, they obtained the event timetable in advance and took the time to prepare for it. At the same time, they also set up a process for the video archive distribution, where the filming company would encode the video and upload it directly to Brightcove. This minimized the workload for the event staff. The number of man-hours required for tasks such as setting thumbnails and tags was also greatly reduced, as these could be easily shared within the Brightcove environment.

In addition to improving internal processes, the company also increased the convenience for customers. They tried to use as many of the convenient functions for customers as possible. For example, adaptive bitrate, a function that allows videos to be delivered while continuously optimizing the quality to the user’s network and device, was highly evaluated.

SoftBank is planning to continue to actively utilize video in the future. Shirasaka says, “Video content needs to be easy to understand and convey information in a short amount of time. I myself want to study even more than before and actively develop better content.” Tajima says, “The ideal video is one that can be understood in one and a half minutes. Videos that sales representatives can send links to customers or play during business meetings are in demand, so the marketing side will also prepare content that can respond to those needs.”