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.
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]