This deck was presented at IDG Digital Marketing Conference 2013 which was held @ Conrad Seoul on Feb. 6, 2013. It includes best practices of video marketing across customer lifecycle. Local examples are also showcased as well.

2. BRIGHTCOVE KOREA
2| Brightcove, Inc.

3. 5 BIG CHALLENGES
DEVICES? CONVERSION? SOCIAL? INSIGHT? SCALE?
다양한 단말을 소비하는 어떻게 리치미디어로 Facebook, Twitter 다양한 채널에 걸친 자체 DIY인프라를
유저에게 어떻게 접근? 트래픽, 관여도, YouTube 같은 컨텐츠의 퍼포먼스를 어떻게 확대해
앱, 모바일웹, 마이크로 컨버전을 늘릴까? 소셜미디어와 비디오 어떻게 측정하고, 나가고, 새로운
사이트? 공유사이트를 활용할 통합된 Big Data 혁신과 변화에
것인가? 전략을 구축할 빠르게 적응할
것인가? 것인가?
3| Brightcove, Inc.

4. The Shift in Brand Strategies
Represents one of the most critical issues facing
Digital Marketers as well as Media Companies
Yesterday Today
OWNED
PAID OWNED EARNED
PAID EARNED
4| Brightcove, Inc.

5. Content Consumption is Evolving
(1)Cisco Visual Networking Index: Forecast and Methodology, 2010–2015
5| Brightcove, Inc. (2)IDC, 2011; Wall Street Research

6. WHAT CONTENT TYPES GREW THE MOST
FROM 2011 TO 2012?
2012
RESEARCH REPORTS 44%
2011 25%
VIDEO 70%
52%
MOBILE CONTENT 33%
15%
VIRTUAL CONFERENCES 28%
10%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
6| Brightcove, Inc.

7. 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
7| Brightcove, Inc.

8. Driving Business Results Across the
Customer Life Cycle…

9. FOR AWARENESS
SEO
Social Sharing
Live Events
Video PR
Blog/Viral Marketing
YouTube/Distribution
Online and Offline
9| Brightcove, Inc.

10. DISCOVERY: SEO
비디오 컨텐츠를 이용한 검색 결과 최적화
• 인기 검색어를 비디오의 제목, 설명문, 메타태그에 사용
• 비디오 컨텐츠의 XML 피드를 만들어 구글 비디오 사이트 맵에 제출
• 검색 결과에 노출도 향상
“비디오는 텍스트 페이지 보다 검색
결과의 첫 번째 페이지에 노출될 확률이
53배나 높다”
Pages with video attracted 2-3x as many
monthly visitors, doubled time on site, and
achieved a 157% increase in organic traffic
from search engines (MarketingSherpa,
December 2011)
10 | Brightcove, Inc.

11. AHNLAB – VIDEO SEO Queried with term
“security trend”
Ahnlab TV is listed
on the top
11 | Brightcove, Inc.

12. IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVE
TRANSCRIPTS
12 | Brightcove, Inc.

13. AWARENESS – SEM TO LANDING PAGE TO VIDEO GALLERY
13 | Brightcove, Inc.

14. INCREASE AWARENESS WITH SOCIAL
14 | Brightcove, Inc.

15. DIAGEO BA CAMPAIGN – FACEBOOK APP
Agency : Mog Interactive
15 | Brightcove, Inc.

16. DISCOVERY: SOCIAL SHARING
생중계시 SNS 로그인. 아이디를 이용해 댓글 남기기 – 7600개의 댓글
16 | Brightcove, Inc.

17. DISCOVERY: SOCIAL SHARING
SNS를 통한 2차 바이럴 효과
17 | Brightcove, Inc.

18. 18 | Brightcove, Inc.

19. MIX: BLENDING ON-DEMAND AND LIVE WORKS WELL
< 생중계-VoD Halo Effect>
< 생중계 후 VoD로 서비스하면 트래픽이
일정기간 유지됨>
19 | Brightcove, Inc.

20. LIVE ON FACEBOOK INCREASES AWARENESS
20 | Brightcove, Inc.

21. SAMSUNG – GALAXY S-III LIVE DISTRIBUTION
Concurrent User : 200K+ which is bigger than NBC Vancouver Olympics Live
21 | Brightcove, Inc.

22. SAMSUNG – LIVE PLAYER DISTRIBUTION TO MULTI SITES
22 | Brightcove, Inc.

23. BOSS – 3D LIVE EXPERIENCE
3D
Player Customization
DVR
23 | Brightcove, Inc.

24. FENDI - GROW YOUR AUDIENCE WITH LIVE
24 | Brightcove, Inc.

25. CHUNGJUNGWON – VIDEO PR
Agency : PRONE
25 | Brightcove, Inc.

26. P&G ORAL-B BLOG MARKETING & RECOMMENDATION
Agency : Agency W
< Tistory Blog> < Daum Blog> < Naver Blog>
26 | Brightcove, Inc.

27. VEVO’S CONTENT DISTRIBUTION STRATEGY
Brightcove의 주요 배포 파트너 네트워크를 활용
주요 비디오 포털, 소셜 네트워크 및 위젯을 통한 트래픽 생성
주요 검색 엔진 내의 콘텐츠 검색 개선
#1 trafficked music video site
Top 5 iPhone app
27 | Brightcove, Inc.

28. INTEGRATED ONLINE AND OFFLINE
28 | Brightcove, Inc.

29. FOR ENGAGEMENT
Video Portals and
Playlists
Engaging Content
Great Viewer Experiences
29 | Brightcove, Inc.

30. ENGAGEMENT
Time on site - Websites that contain videos hold a viewer’s
attention two+ minutes longer than sites without video
content – Comscore
Time on site - Increased from 30 seconds to 6 minutes –
Cars.com
More than three out of five consumers will spend at least
two minutes watching a video that educates them about a
product they plan to purchase, and 37% will watch three
for more than three minutes. (MarketingCharts.com, 2012)
30 | Brightcove, Inc.

31. 31 | Brightcove, Inc.

32. VIDEO PORTALS “YOUR BRAND TV”
32 | Brightcove, Inc.

33. BOEING – VIDEO PORTAL
33 | Brightcove, Inc.

34. YOURBRAND TV CASE – AHNLAB TV
34 | Brightcove, Inc.

35. VIDEO PORTAL ON FACEBOOK
35 | Brightcove, Inc.

36. DISCOVERY: 사이트내 검색 및 다양한 관점의 분류
36 | Brightcove, Inc.

37. YOURTUBE UGC PORTAL
Turn Your Customers into Outspoken
Brand Advocates
37 | Brightcove, Inc.

38. PHILIPS – MORE CONTENT THROUGH UGC
38 | Brightcove, Inc.

39. BUDWEISER - UGC AND FACEBOOK APPS
39 | Brightcove, Inc.

40. AA - INCREASE TRAFFIC WITH USER GENERATED CONTENT
40 | Brightcove, Inc.

41. ASICS – SUPPORT YOUR MARATHONER
• Upload UGC video, images
& text for NYC marathon
• Fast rendering to custom
encoding profile
41 | Brightcove, Inc.

42. CASE: WORLD FISHING NETWORK
42 | Brightcove, Inc.

43. IBK – CODE MARKETING
MS Tag를 매개로 신문에서 모바일 비디오의 경험 제공하는 Cross over
< Print Ad of IBK with MS Tag and Colorzip >
43 | Brightcove, Inc.

44. COKE – MOBILE APP & WEB
< Coke Web Site > < Coke iPad Web> < Coke Android App >
44 | Brightcove, Inc.

45. COKE – LG TV APP
45 | Brightcove, Inc.

46. LG 3D Smart TV
3D Experience
46 | Brightcove, Inc.

47. SBS LONDON OLYMPICS 2012 ON SAMSUNG SMART TV
– 3D LIVE AND VOD
47 | Brightcove, Inc.

48. MERRILL LYNCH PODCAST –MRSS FEED
48 | Brightcove, Inc.

49. GREAT CONTENT WITH VIDEO MARKETING DRIVES ENGAGEMENT
49 | Brightcove, Inc.

50. GROW YOUR AUDIENCE WITH SMART PLAYERS
50 | Brightcove, Inc.

51. HYUNDAI CARD – MOBILE SOCIAL VIDEO
51 | Brightcove, Inc.

52. BURBERRY
52 | Brightcove, Inc.

53. JOYUS
53 | Brightcove, Inc.

54. AUDI TV
54 | Brightcove, Inc.

55. OGILVY & MATHER
55 | Brightcove, Inc.

56. CITY GUIDE – VIDEO OVER MAP
56 | Brightcove, Inc.

57. LOTTE CHILSUNG – BRANDED PLAYER
Agency : Daehong Communications
< Branded Player of 2 Pro> < Branded Player of Lemon Water>
57 | Brightcove, Inc.

58. SAMSUNG CUSTOM PLAYER –
Agency : Cheil Worldwide
58 | Brightcove, Inc.

59. E-LEARNING PLAYER
Customer : Alcatel-Lucent
59 | Brightcove, Inc.

60. REACHING A GLOBAL AUDIENCE
Customer : Symantec, Sotheby’s, The Metropolitan Opera
60 | Brightcove, Inc.

61. New Dimension of Brand Experience - Audi
61 | Brightcove, Inc.

62. DUAL SCREEN TV APPS
62 | Brightcove, Inc.

63. FOR CONVERSION/PURCHASE
Video landing pages
Video in email
In-player calls-to-action
63 | Brightcove, Inc.

64. CONVERSION / PURCHASE
Landing Page Conversion - 32%-85% increase for landing pages
with video – AB test of same page with and without video –
28% increase in conversion rates – AB Test by Visual Web
Video in email marketing has been shown to increase click-
through rates by over 96%. (Implix Email Marketing Survey)
Purchase Conversion- 30-90% increase in product conversions
with video
Visitors who view product videos are 85% more likely to buy than
visitors who do not. (Internet Retailer, April 2010)
In one campaign including video in an email campaign drove
a 51% increase in subscriber-to-lead conversion. (Blue Sky
Factory Webinar, 2010)
64 | Brightcove, Inc.

65. “Video in emails will drive more
clicks. Email click-thru rates
increased by 50% when video was
included. Up from 18% without it.”
65 | Brightcove, Inc.

66. VIDEO SPURS ACTION
랜딩 페이지나 이메일 내의 비디오는 소비자의 행동을 자극
“비디오는 Interaction을
증대시키는데 좋은 수단이 됩니다.
특히 이메일 마케팅에 비디오를
활용하는 것은 Interaction을
200~300% 증가 시킵니다.”
66 | Brightcove, Inc.

67. SIGNIFICANTLY IMPROVE CONVERSION RATES
67 | Brightcove, Inc.

68. SIGNIFICANTLY IMPROVE CONVERSION RATES
68 | Brightcove, Inc.

69. DEBENHAMS
69 | Brightcove, Inc.

70. M&S TV FROM RETAILER MARKS & SPENCER
Videos appear alongside
All videos hosted on M&S TV products in eCommerce site.
[video area]
70 | Brightcove, Inc.

71. 71 | Brightcove, Inc.

72. 72 | Brightcove, Inc.

73. JOYUS – VIDEO SHOPPING PORTAL
73 | Brightcove, Inc.

74. BRIGHTCOVE COMMERCE TEMPLATE (CLICK-TO-ACTION)
74 | Brightcove, Inc.

75. FOR LOYALTY
Corporate Communications
Customer care
Internal Communications
Mobile apps
75 | Brightcove, Inc.

76. VIDEO FOR CORPORATE COMMUNICATIONS
76 | Brightcove, Inc.

77. CHEIL WORLDWIDE – RECRUIT SEMINAR
제일기획이 업계 최초로 TEDx식 채용강연
주제를 `MAGIC Cheil`로 잡고 인재(Manpower), 광고(Advertising), 글로벌 비즈니스(Global Business),
아이디어(Idea), 창의성(Creativity) 총 5개 분야의 세션을 페이스북 생중계
77 | Brightcove, Inc.

78. INTERNAL COMMUNICATIONS
78 | Brightcove, Inc.

79. GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
79 | Brightcove, Inc.

80. 80 | Brightcove, Inc.

81. SAMSUNG – GALAXY NOTE 10.1 TUTORIAL

82. SAMSUNG CUSTOMER SUPPORT VIDEO

83. SAMSUNG FOR INTERNAL COMMUNICATION ON ALL CHANNEL
Online
Web(my single), Mobile, SmartTV
Broadcasting Video Cloud Online
(VOD, Live) (Brightcove) Offline
Set top Box + TV

84. CUSTOMER CARE
84 | Brightcove, Inc.

85. YOURTUBE EGC PORTAL
Engaging Employees through Live and
On-Demand Online Video
85 | Brightcove, Inc.

86. VIDEO AT EVERY STAGE OF THE CUSTOMER LIFE CYCLE
86 | Brightcove, Inc.

87. VIDEO IS INCREASINGLY COMPLEX
87 | Brightcove, Inc.

88. VIDEO IS INCREASINGLY COMPLEX
88 | Brightcove, Inc.

89. THREE CHOICES FOR DELIVERING ONLINE VIDEO EXPERIENCES
First stop for large, First stop for small,
well-resourced organizations. under-resourced organizations.
Change motivators include: Change motivators include:
• Escalating development costs • Loss of brand / ad control
• Talent and knowledge gaps • Limited feature set
• Falling behind on innovation • Poor customer service experience
and core features
89 | Brightcove, Inc.

90. HOW VIDEO CLOUD WORKS
90 | Brightcove, Inc.

91. REPRESENTATIVE VIDEO CLOUD CUSTOMERS
91 | Brightcove, Inc.

92. PUMA CASE STUDY
92 | Brightcove, Inc.

93. BRIGHTCOVE PLAY 2013
93 | Brightcove, Inc.

94. Thank You
jyoon@brightcove.com