Get Your Video Content Personalised
It’s no secret that the increasing market penetration of tablet devices and smartphones is changing the way that we consume content and communicate with one another, says Mark Blair, vice president of Brightcove Australia and New Zealand.
Video as a medium has seen a huge growth trajectory in recent years, which brings with it infinite possibilities for content creation and consumer engagement.
With this increase in content, how are content creators and consumers sorting through all the noise?
Kevin Spacey put it eloquently when he spoke about how Netflix knew through data that House of Cards would be a success, and how giving power to the consumer was in the best interest of the media industry.
There is an increasing expectation now among consumers that online content will be relevant and tailored to their needs. If your marketing department isn’t grasping the opportunity to utilise data in order to provide a personalised video experience, you risk being left behind in a hyper-competitive market.
So, how can your organisation personalise the video experience using data-driven recommendations?
Personalisation and Video are Interconnected
Irrespective of the size and focus of the organisation creating video, the primary goal for video distribution should always be the same: deliver the right content to the right person at the right time. Like any content form, video will succeed only if it is tailored to its target audience and appropriately promoted. Recommendations matter, and you must know your audience, even down to measuring their geographic location, which will allow you to segment your audience even further.
To determine the effectiveness of your content and the relevance of it to your audience, measure the video views and the bounce and exit rates on your video. If your visitors are leaving seconds after they hit play, you need to tweak your content. Monitoring the average viewing time will also enable to you to see a pattern in the type of content that reaps the most engagement, allowing you to focus your energies on creating the type of content you know your audience is searching for.
Diversity in Video Offerings Matter
Particularly for traditional print outlets, convincing their existing audience (and new visitors) that they are now a video destination takes work. For example, Boston.com has cultivated a variety of genre-specific video content (i.e. musical performances or video chat with its popular bloggers) and places tremendous emphasis on live video, particularly for breaking news, in order to drive video traffic.
Creating a TV Experience on the Web
The importance of longer-form online video content cannot be discounted, specifically from a monetisation perspective. Increasingly, we are seeing a shift away from the traditional mode of watching TV, to an increased penchant for online catch-up services and content that complements print media, TV and radio.
High-quality content is key to audience engagement in the future. It’s Marketing 101, but the phrase ‘Content is King’ is a cliché for a reason. Content creators need to provide their audiences with unique material that keeps them (and by extension, advertisers) coming back for more. When successfully deployed, video marketing should improve the average time visitors spend on a page, increasing the chances of conversion and also enhancing your SEO.
Drive User Engagement with a Smarter Media Experience
It can be challenging to capture data from video content in order to speak to people in a way where they feel as though they are being catered to as individuals. But, it is possible. And, truly investigating user behaviour to create realistic personas is key. Content creators should work to maximize engagement at every step from first click to last click. Measure your conversion rates by including a call to action in the video. If the data indicates a lack of engagement, you need to tweak your content accordingly to create a more personal experience that is tailored to engage your particular audience.
Ensure Consistency of Experience
Finally, consistency of experience and quality across all channels (web, mobile and mobile app) is important in ensuring that content creators do not alienate their audience. Your customers should see the same quality content regardless of if they are viewing your video on their smartphone, tablet or PC. As a content provider, yours is a relationship of trust with the customer. Make sure they can watch the same quality video while going home on the bus as they could watch from their laptop at home and trust that both will be of the same quality. Content and consistency are your allies in building brand loyalty in a hyper competitive market.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.