The Video Marketing Ecosystem

The Brite Index, Visualized
Understanding the Video
Marketing Ecosystem
The Components & Vendors Impacting the Marketing Landscape

Copyright 2016 All Rights Reserved, Brite Content, Inc. - Patents Pending
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of
YouTube content is watched each month. Facebook now sees 100M hours of video watched
per day by their approximately 1.79 billion users. There are over 300 other video platforms
all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue
rise. We have an almost insatiable appetite for video partly because it’s easier to consume
and because of its ability to convey messages quickly and succinctly. Video beneﬁts the
viewer and the marketer.
The ubiquity of mobile devices and high-speed Internet has made the
use of videos skyrocket. By 2020 75% of mobile traﬃc will be video,
according to a Cisco study. The results of using video marketing are
equally impressive. Including video in email results in a 200-300%
increase in click through rates, for example.
Unbounce says that including a video on the landing page of your
website can increase conversions by 80%! That’s perhaps why 100%
of the Fortune 500 brands have a video story on their homepage.
THE WORLD IS AWASH IN VIDEO
A sampling of the platforms that exist to share video
with the world.
Chart direct from Cisco indicates Video is set to have the highest
growth rate of any mobile application in the next 5 years.

The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO
messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to
link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing
programs to include a video strategy. But…
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns,
targeting, and competitive analysis to video. Over the years a video ecosystem has evolved with multiple vendors answering the call for video marketing.
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us
one step closer to developing a smart and effective video marketing strategy.
What are the platforms and who are
the key vendors? What is their role in
this video gold rush?
?
How does a marketing team navigate
this fast moving and uncharted territory
of automated video marketing?
?
Where does a company begin to
understand the complexities of this new
marketing frontier where video is being
combined with marketing automation?
?
Product
Introduction
CEO 
Messages
Meet the 
Team
On-Demand 
Webinars
Technical 
Deep Dive

An ecosystem is deﬁned as a set of
interconnected elements that work together
for the whole. In the case of a video ecosystem
there are many components that make up the
whole system. Your understanding of the key
players, their services, and how they mesh
together will increase your eﬀectiveness in
video marketing.
So, let’s look at the key components of the
video landscape and some of the top players.
Obviously, we can’t include them all, but you’ll
have a framework of where to place similar
companies that you identify in your own
research. The following graphic illustrates the
players in the video marketing ecosystem and
where each type of company sits. To the far
left is you, the video marketer.
THE INTERNET
VIDEO ECOSYSTEM
(DSP)
Demand Side
Platform
(TubeMogul, 
AdWords)
Marketing
Automation
(Marketo, Adobe
Marketing Cloud)
CRM
(Salesforce,
Oracle)
Video Marketing
Automation
 
Marketers
(You)
Onsite  
Videos
(VidYard &  
Youtube)
Agencies
Ad
Exchange
(Google  
DoubleClick,
Facebook  
Exchange)
MCN
(Shade 71, Veevo)
Social Video
Platform
(YouTube,  
Facebook, Twitter,
Snapchat)
Outsourced
Services
Independent Online Publishers
(AOL, Business Insider, Forbes, Hearst)
(SSP) Sell Side Platform
(Sown, SpotX,)

THE PLATFORM PLAYERS
All internet video content resides on a platform, somewhere. Established
players include YouTube, Facebook and Vimeo as well as newer entrants
like Instagram, Twitter, and Dailymotion. Live streaming vendors such as
Hulu and Periscope, have burst onto the scene as well..
YouTube is by far the largest video sharing site with over 1 billion users
uploading content every minute of each day. They also boast over 1
million advertisers using Google Adwords platforms.
With about 8 billion video views per day Facebook is coming up fast as a strong
contender to YouTube. Facebook also has a revenue sharing program for
creators, but it’s nowhere near the size of YouTube’s program so far. Vimeo is
also a contender and is considered by some to be the upscale video platform.
Other independent video platforms include AOL, Yahoo, and other content
publishers who have a presence in this space and still boast millions of users. All
video resides on a platform somewhere but its use for viewing and marketing
purposes is also handled by the other categories within the ecosystem.
Use Google Adwords
to Run Campaigns
MARKETERS &
ADVERTISERS
1M
Is Uploaded Into
YouTube Every Minute
HOURS OF
CONTENT
400+
BILLION
Videos  
on YouTube
+1.6
Facebook Video Views
1,000,000,000
Sep. 2014
4,000,000,000
8,000,000,000
Apr. 2015 Nov. 2015
Chart from Facebook’s investor.fb.com page shows that its massive amount
of daily users has helped to turn Facebook into a hub for web video.

Now let’s take a look at the diﬀerent categories of players in the video ecosystem and
review the various electronic platforms and how they work together to help thousands
of companies reach their target audiences for marketing purposes.
VIDEO ECOSYSTEM CATEGORIES
Marketers have a product or service that they
are selling in the marketplace. They want to
align their product messaging, positioning and
content with the right audience at the lowest
possible cost. Depending on the size and ad
budget of the company they may enlist the
help of a media agency to help them locate the
right audiences and ensure that their messaging
and positioning are on target. Media companies
will bring their technology platform, data, and
content knowledge to help companies optimize
the brand experience and generate leads.
A marketer may also work directly with a
publisher’s sales department for premium ad
placement. Companies with a large media staﬀ
often go directly to the publishers to purchase
premium homepage placement. Smaller
companies will often work with an ad exchange
to purchase ad space on a bid-by-bid basis.
Players in the Marketer category recognize that
utilizing video in their campaigns has the
potential to turbocharge their customer
engagement activity. For this reason marketers
are advertising on YouTube, Facebook and
other video platforms to share their own videos
and/or target ads to existing videos produced
by someone else. It’s likely (since you’re reading
this paper) that you fall into this category as a
selling of a product or service.
MARKETERS
DATA & ROI
RULES!
LOVES EXCEL, PARDOT, ADWORDS, GOOGLE
ANALYTICS, MARKETO
LOVES WORDPRESS, PHOTOSHOP AND EMAIL
MARKETING AUTOMATION (MARKETO)
KILLS FOR 
AUTOMATION
USES SAAS TOOLS
INDEPENDENTLY
IS CREATIVE AND
ORGANIZED
OPTIMIZES FOR
PERFORMANCE

YouTube and Facebook’s video platforms make up the
majority of digital video share of views, making them the
perfect.
Publishers are the owners of web sites that make ad space available to advertisers.
Web sites with a large number of visitors can command a higher price for ad
placement. An ad placed on the home page of CNN.com, for example, can
command a much higher price than an ad placed on Weather.com.
Ad prices are based on number and demographics of viewers just like television
commercials. That is why Super Bowl ads are so expensive! The Super Bowl attracts
millions of viewers and many times they are tuning in just to watch the commercials!
Contrast this to television ads that appear at 2 AM on one of the many hundreds of
cable channels. They will be much less costly because the audience is quite small.
Internet ad space works in the same way. The biggest web sites can charge the
highest prices for premium ad placement.
Publishers work with ad networks to package up excess ad inventory to sell on the
open market. These vendors work with buyers to sell ad space that is most
appropriate to their message and buying audience.
The Microsoft Media Network and Advertsing.com are examples of ad networks that
sell excess ad inventory for publishers. With millions of websites, the opportunity for
these vendors to sell ad space is enormous and almost unlimited. The players that
engage the publisher category include the millions of websites, blog sites, and video
platforms that are selling ad space.
PUBLISHERS & PLATFORMS
285.7
173.4
73.5
48.3
47.9
Google Sites
Facebook
Yahoo! Sites
AnyClip Media
Maker Studios Inc.
Super Publishers
Ad Networks
advertising.com helps publishers monetize nearly 2 billion
impressions each day.
BILLION
IMPRESSIONS2 DAY
1AOL’s Ad Network
alone serves

In order to buy ads on an ad exchange an advertiser needs a layer of technology
called a demand side platform (DSP). A DSP provides a single interface for managing
multiple ad exchanges and data exchange accounts. This tool makes it much easier
for marketers to manage their bids for banners, and sometimes video buys across ad
networks. A big beneﬁt of using a DSP is audience targeting. Audience targeting
allows advertisers to reach their high value audiences in real time and to drive
conversions and performance. An advertiser can bid on these audiences through the
use of a DSP and retarget ads to them in the hopes of gaining a sale. Audiences for
ad purchase can also be segmented by 3rd party data or other prospecting criteria
such as a category or interest. The platform is a layer of technology that allows
advertisers to buy on ad exchanges like Doubleclick (Google), Microsoft Ad
Exchange, Facebook Exchange, and TubeMogul. The DSP makes real time bidding
possible so that advertisers can purchase ad space based on their objectives and
happens in milliseconds prior to an ad being displayed on a web page. Players
providing DSP technology include Adobe, DataXu and Google Bid Manager.
DEMAND SIDE PLATFORM (DSP)
Publisher
Content
Server
Publisher
Ad Server
Supply Side
Platform
Data
Management
Platform
Agency Ad
Server
DSP
DSP
DSP
DSP
Demand
Side
Platform
Agency
Brand
Ad
Exchange
SUPPLY-SIDE PLATFORM (SSP)
On the supply side, the publisher also needs a layer of technology called the Sell Side Platform (SSP) to access the ad exchange and make its ad inventory available. The SSP
allows the publisher to manage the yield of the inventory and route it into the ad exchange. Players include OpenX, Rubicon, SpotXchange, among many others.

Media agencies provide advice on brand positioning,
messaging and communications for advertisers (marketers).
They evaluate the client’s promotional needs and plan media
campaigns and then buy the media space on behalf of the
client. Media agencies understand content, technology and
data analytics to locate the best audiences for each
campaign. Large enterprises establish long term working
relationships with media agencies. Companies in the media
agency category include GroupM, OMD, and Mediacom.
MEDIA AGENCIES
QUOTES CPV AND TAKES
CUT OF MEDIA SPEND
LIMITED TRANSPARENCY
ON PRICING AND RESULTS
USES BASIC TARGETING TACTICS &
MANAGES SPEND THROUGH PLATFORM
RUN CAMPAIGNS IN
AGENCY ACCOUNT
OPTIMIZES FOR CHEAP /
EFFICIENT MEDIA
DELIVER POSITIVE TOP
LINE METRICS
MANUAL CAMPAIGN MANAGEMENT OR
HIRES OUTSOURCED SERVICE EXPERT
KEEP CLIENTS HAPPY
Players in this space usually charge as a percent of media, often increasing your cost of
media. These outsourced services are often employed by media agencies to perform
manual work at lower cost centers, typically oﬀshore. These types of companies focus on
media execution on YouTube TrueView and Facebook Video to optimize audience alignment
and campaign performance. They are an option for marketers who want to outsource media
execution to achieve lower cost. Vendors in this space include Strike and Channel Factory.
SOURCE FOR
DELIVERING MEDIA
(DSP, Publishers & Super Publishers)
MEDIA AGENCY
OUTSOURCED SERVICES
OUTSOURCED SERVICES

Packaged Channel Targeting Via In-Network Creators
BEAUTYTECHVIDEO GAMES
Multi channel networks are companies that work with video platforms
like YouTube and Facebook and oﬀer advertisers the ability to reach a
select audience based on the channels and interests (like video games,
sports, music and so on) by aggregating speciﬁc channels on YouTube
through business development deals.
For instance, if you want to reach people who are watching music
videos then you could engage with Vevo who manages the advertising
for Vevo-managed music videos on YouTube. MCNs receive a
percentage of the ad revenue generated by the YouTube channels that
sign up to be managed by the MCN. Companies providing services in
this space include Fullscreen, Maker Studios, Machinima, Studio 71 and
others. Google Preferred is essentially an MCN that includes YouTube’s
select content available at premium rates.
MULTI CHANNEL NETWORKS (MCN)

Here’s an example of
HubSpot’s funnel structure
they recommend Marketers
follow to nurture leads to
close and delight customers.
Marketing automation is software that automates marketing processes related to
email marketing and landing pages. 96% of B2B organizations use video in some
capacity in their marketing campaigns.
You can also send highly personalized emails with useful YouTube content to
nurture prospects as they move along the buyer’s journey. MAP systems are also
the ideal repository for leads captured from digital video campaigns through
landing pages. Vendors in this space also known as “Marketing Clouds” include
Marketo, Adobe, Oracle Eloqua and Hubspot.
MARKETING AUTOMATION PLATFORM (MAP)
A CRM is software that helps manage customer accounts and assists in developing and maintaining
relationships with those accounts. CRM software can track all interactions with the account from sales to
marketing to support, giving a clearer picture of how an account is doing. The customer can be entered into
the system as they begin the buyer’s journey and then be tracked through purchase and beyond.
CRMs are essential for companies to manage all of their buyers and partner relationships. Integrating your CRM
to video campaigns through a video marketing automation platform enables you to target customers at every
stage along the sales and marketing funnels, from reaching new customers to existing customers through to
reactivating dormant customers. Leading vendors in this area include Salesforce, SugarCRM, and Oracle.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Transform Awareness Marketing into Engagement and
Performance through sequenced messaging
Campaign orchestration 
Define a campaign’s goals from Awareness to Acquisition to Customer Reactivation and set goals for video
marketing campaigns. Integrate the different silos of the video marketing ecosystem with orchestrated campaigns.
Targeting based on content 
Reach specific customers by targeting your video ads to run in front of specific videos and channels in order to
reach the right buyer at the right time with the right message.
Scale digital video campaigns 
Manually configuring and optimizing video campaigns doesn’t scale well. Use software to easily manage hundreds
of campaigns to scale and test different campaign configurations and targeting.
Sequential storytelling with drip video 
Create Content Sequence workflows that deliver sequenced videos that progressively pull the customer through
your marketing funnel - at programmatic scale.
Reporting 
Measure campaign and video performance, effectiveness of campaigns, ROI, and employ operational dashboards
to control and scale video marketing.
Optimization 
Use machine learning to automate optimizations to drive improved campaign performance, increased revenues,
greater efficiency and automate targeting to fresh content.
A new category of marketing automation software has emerged that is designed for performance marketers
that orchestrates video marketing across these many parts of the ecosystem. Here are the core functions:
VIDEO MARKETING AUTOMATION PLATFORM (VMAP)
SEQUENCED VIDEO CONTENT
VIDEO 3VIDEO 2VIDEO 1

RETURN ON AD SPEND  
& INVESTMENT
2.5-6X
BETTER CTR
2-6X
MORE EFFICIENT COST
PER CONVERSION
31%
MORE EFFICIENT CPI
74%
INCREASE IN ROI
2-10X
BETTER VIEW RATES
49%
Brite Content is the ﬁrst company to pioneer this new market of video marketing automation. Brite is
the platform of choice for smart video marketers at Fortune 500 enterprises and fast growing startups.
Brite’s customers have see a typical improvement on video marketing ROI of 2x - 10x* making it ideal
for performance marketers looking to start and scale digital video marketing.
VIDEO MARKETING AUTOMATION (VMAP) CONTINUED…

Delivering video content is a must for every serious marketer with
a website today. The question is whether you host your own video
content for your website or use YouTube. You can buy special-
purpose software (like specialist VidYard) that add some cool
features like lead capture for your own videos, for example.
But because most companies want to reach YouTube’s massive
audience, most marketers use YouTube to host their videos and
then promote their content with targeted promotion on YouTube.
YouTube can scale hosting and is optimized for mobile viewing
and best of all it is free.
By embedding YouTube videos in your site - you can make it look
totally custom, while still driving better video SEO. Google will
index your video in the context of your website. Driving more
organic traﬃc and views to your YouTube videos further increases
your video SEO which, as we discussed earlier, YouTube is the
world’s second largest search engine. This means that video SEO
is critical to your video marketing success.
ON-SITE VIDEOS
Embedding youtube videos on your website, you get free
video host, SEO, and get views from your organic web traﬃc.

The time is now to lay a strong foundation to succeed now and into the future with video marketing.
Work with a specialist who knows how to succeed and makes you a smart video marketer.
WHAT DOES THE FUTURE HOLD FOR
THE VIDEO MARKETING ECOSYSTEM?
How is digital video marketing changing? We have only scratched the surface in terms of data driven video marketing. The ﬁrst step in the evolution of
video marketing has been the adoption of devices that can consume and display video content. Now that the internet speeds and devices are in place,
the next phase of this evolution can occur. Here’s some areas where change will occur:
• More scale - There are nearly 2 billion videos on YouTube today and it is growing fast. With more noise, it's more important that
your signal be clear to stand out.
• Higher bar of customer expectation - Once they have an engaging personalized experience on video they will always expect it.
Content is king and those that produce the most engaging content will win.
• More complexity - As businesses scale video marketing they need to think across the ecosystem and
that means greater complexity. Orchestrating all these moving parts is critical for success.
• More competition - Everyone is moving into digital video and it's becoming more competitive for
brands to stand out and reach the right customer.
• More automation - With such complexity and scale the only way to work is through automation and
these drivers are only increasing.

• Increase revenues through customer acquisition and
conversions - reach and engage buyers with video at the
moment they are interested and searching for product
answers.
• Reduce costs by avoiding waste by not paying to run an ads
in front of the wrong person or targeted at the wrong content.
• Convert more customers by reaching the right customer and
offering relevant offers and reaching them where they are
searching.
• Save time by automating ad hoc, manual processes into a
repeatable process through an integrated platform that
automates targeting videos and optimizing campaigns.
• Accelerate your sales funnel by automatically pulling your
customer through the funnel using content funnels and
delivering at programmatic scale.
CREATIVE#1CREATIVE#2CREATIVE#3
Awareness
Engagement
Conversions
Content + Keywords
Custom Audience +
Retargeting
Custom audience
based on actions
CAMPAIGN #3
CAMPAIGN #2
CAMPAIGN #1
Awareness Video : Target
Relevant Content
Offer Video : Retarget Customers
Who Viewed Creative 1
Next Content
Offer
Consideratio
n Offer
Decision
Offer
Retarget Customers that took
action on previous creatives
Smart video marketers are tying business outcomes to video marketing creating the next generation of performance marketing to:
HOW CAN COMPANIES ACHIEVE GREATER MARKETING SUCCESS
WITH A VIDEO MARKETING AUTOMATION PLATFORM & TARGETING?
TARGETING

CONCLUSION
There are many players in the video ecosystem, all serving a purpose to help companies achieve their video content and marketing goals. The more you can
understand about how each of the players interact, the more successfully you can employ their services and establish a marketing strategy utilizing video.
Video, combined with marketing automation, is the latest technology solution designed to enhance campaign reach and target speciﬁc consumers. The key
to a successful video campaign is to utilize automation to your advantage. The sheer volume of videos uploaded each day necessitates that marketers use
software to scale to successfully identifying potential videos to place ads in front of. Brite provides the automation necessary to make sound decisions
about which videos are best to spend your marketing dollars against. Contact Brite today to learn more about how you can automate, optimize and
energize your video marketing strategy.

Take the next step today - get a demo:
http://www.britecontent.com/brite-
content-demo/
There’s so much opportunity ahead for your video marketing.

The Video Marketing Ecosystem

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