Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2

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Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2

  1. 1. The New Content Marketer –How Puma Increased Customer EngagementOn Every Screen
  2. 2. Steve RotterVP Digital Marketing Solutions srotter@brightcove.com @sjrotter
  3. 3. Brand Leadership and Content Marketing http://tinyurl.com/brandleadership
  4. 4. 1931
  5. 5. 20121.5 Million Subs 14 Languages #1 Publication
  6. 6. 2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
  7. 7. 201220112013 B2B Content Marketing Benchmark, CMI/Marketing Profs
  8. 8. FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO Video Works – Consumers engage with a company’s branded videos as often as their ads Video Always - Brands should use video at every stage of their customer lifecycle Video Everywhere – Brands must extend their content to their entire brand ecosystem
  9. 9. VIDEO IS TAKING OVER THE WEB
  10. 10. BRIGHTCOVE CLOUD CONTENT SERVICESOUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
  11. 11. …let’s watch some video
  12. 12. Convergence
  13. 13. The Shift in Brand Strategies Represents one of the most critical issues facing Digital Marketers as well as Media Companies Yesterday Today OWNEDPAID OWNED EARNED PAID EARNED
  14. 14. Contextualizing
  15. 15. Puma TV
  16. 16. Live
  17. 17. LIVE HALO EFFECT Increase in “On-Demand” Traffic Spike in Traffic From Live Event Spike in Traffic From Live Event Incremental on demand views after the event
  18. 18. Live + Social
  19. 19. 3DPlayer CustomizationDVR
  20. 20. GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
  21. 21. Hyper-Integration
  22. 22. Multi-screen
  23. 23. Mobile
  24. 24. MOBILE AUDIENCES DEFINED BY TWO WORDS…34
  25. 25. Conversion
  26. 26. CONVERSION / PURCHASE – INDUSTRY STATSLanding Page Conversion - 32%-85% increase for landing pages with video – AB test of same pagewith and without video –28% increase in conversion rates – AB Test by Visual WebVideo in email marketing has been shown to increase click-through rates by over 96%. (Implix EmailMarketing Survey)Purchase Conversion- 30-90% increase in product conversions with videoVisitors who view product videos are 85% more likely to buy than visitors who do not. (InternetRetailer, April 2010)In one campaign including video in an email campaign drove a 51% increase in subscriber-to-leadconversion. (Blue Sky Factory Webinar, 2010)
  27. 27. AUDI TV
  28. 28. SEIKO TV
  29. 29. VIDEO PORTALS “YOUR BRAND TV”
  30. 30. VIDEO PORTALS “YOUR BRAND TV”
  31. 31. VIDEO PORTAL ON FACEBOOK
  32. 32. SIGNIFICANTLY IMPROVE CONVERSION RATES
  33. 33. M&S TV FROM RETAILER MARKS & SPENCER Videos appear alongsideAll videos hosted on M&S TV products in eCommerce site. [video area]
  34. 34. Summary• Convergence• Context• Puma TV• Live• + Social• Hyper-Integration• Multi-screen• Mobile• Conversion

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