New research from Brightcove
(NASDAQ: BCOV), a leading global provider of cloud services for video,
has revealed that seven in ten (76%) consumers cite video as their
preferred content source when consuming brand information.
The study, which questioned 2,000 consumers globally, highlights that
79% of consumers favor digital content over traditional, with more than
one in ten (12%) preferring to consume content from brands on their
smartphone, tablet or mobile application.
Almost a quarter (24%) of the consumers surveyed said video is their
‘most trusted’ source of brand content. Explaining their choice, 44%
said video was more ‘appealing’ to them, while engaging (28%), authentic
(29%) and sharable (10%) were also cited as reasons for trusting video
content over other forms of brand communication.
The power of better video
In addition, over a third of consumers (35%) cited brand video content
as more memorable if it is of high quality. The research found that when
consumers had a good video experience:
-
Almost four in ten (39%) were more likely to research the brand or
product further
-
A similar amount (36%) were more likely to tell friends and family
about the brand
-
Three in ten (30%) said they were more likely to become brand loyal
-
Just under a fifth (19%) said they were more likely to share content
from that brand on social media
But there’s still work to do
When asked how their branded video experience could be improved, three
of the top four consumer responses related to video delivery –
better quality streaming (32%), faster launch times (31%) and less
buffering (30%) -- showcasing that consumers are really now focused on
the experience that is being delivered to them, end-to-end.
“In order to keep up with today’s tech savvy consumers, marketers need
to truly understand the power of video in the marketing mix,” said Steve
Rotter, vice president of digital marketing solutions at Brightcove.
“More and more, brands are starting to view video as an opportunity for
engagement that sits at the heart of the marketing strategy – not just
as an add-on. By delivering a high quality, relevant and engaging video
experience to end users, marketers can benefit from increased loyalty,
higher brand engagement, more content sharing and higher referral rates.”
The full research results will be available at Content
Marketing World (September 8 - 11, 2014), where Brightcove will be
exhibiting in booth 62 and demonstrating the Brightcove
Video Marketing Suite, a comprehensive suite of video technologies
built for the needs of the modern marketer. Brightcove will also be
showcasing the survey results and Video Marketing Suite at Dmexco
2014 (September 10 - 11) in Hall 6.1, Aisle E, Booth 031.
Research Methodology
An online survey of 2,000 consumers was undertaken in the Unites States,
France, Germany and the United Kingdom. The survey was set up and
completed by Vanson Bourne and fieldwork took place in August 2014.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful
cloud solutions for delivering and monetizing video across connected
devices. The company offers a full suite of products and services that
reduce the cost and complexity associated with publishing, distributing,
measuring and monetizing video across devices. Brightcove has more than
5,500 customers in over 70 countries that rely on the company’s cloud
solutions to successfully publish high-quality video experiences to
audiences everywhere. To learn more, visit www.brightcove.com.
About Vanson Bourne
Vanson Bourne is an independent specialist in market research for the
technology sector. Their reputation for robust and credible
research-based analysis, is founded upon rigorous research principles
and their ability to seek the opinions of senior decision makers across
technical and business functions, in all business sectors and all major
markets. For more information, visit www.vansonbourne.com
This press release may include forward-looking statements regarding
anticipated objectives, growth and/or expected product and service
developments or enhancements. Such forward-looking statements may be
identified by the use of the following words (among others): "believes,"
"expects," "may," "will," "plan," "should" or "anticipates," or
comparable words and their negatives. These forward-looking statements
are not guarantees but are subject to risks and uncertainties that could
cause actual results to differ materially from the expectations
contained in these statements. For a discussion of such risks and
uncertainties, see "Risk Factors" in the Company's filings with the
Securities and Exchange Commission, including its most recent annual
report on Form 10-K. Brightcove assumes no obligation to update any
forward-looking statements contained in this press release in the event
of changing circumstances or otherwise, and such statements are current
only as of the date they are made.
Copyright Business Wire 2014