brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2
Post on 21-Oct-2014
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The New Content Marketer –
How Puma Increased Customer Engagement
On Every Screen
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http://tinyurl.com/brandleadership
Brand Leadership and Content Marketing
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1931
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2012 1.5 Million Subs
14 Languages
#1 Publication
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2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
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2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
2011
2012
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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
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VIDEO IS TAKING OVER THE WEB
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BRIGHTCOVE CLOUD CONTENT SERVICES OUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
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…let’s watch some video
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Convergence
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The Shift in Brand Strategies
Represents one of the most critical issues facing
Digital Marketers as well as Media Companies
PAID EARNED OWNED
Yesterday Today
PAID
OWNED
EARNED
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Contextualizing
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Puma TV
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Live
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LIVE HALO EFFECT
Incremental on demand views after the event
Spike in Traffic From
Live Event Spike in Traffic From
Live Event
Increase in “On-Demand” Traffic
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Live + Social
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3D
Player Customization
DVR
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GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
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Hyper-Integration
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Multi-screen
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Mobile
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MOBILE AUDIENCES DEFINED BY TWO WORDS…
34
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Conversion
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CONVERSION / PURCHASE – INDUSTRY STATS
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)
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VIDEO PORTALS “YOUR BRAND TV”
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VIDEO PORTALS “YOUR BRAND TV”
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VIDEO PORTAL ON FACEBOOK
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SIGNIFICANTLY IMPROVE CONVERSION RATES
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M&S TV FROM RETAILER MARKS & SPENCER
All videos hosted on M&S TV
Videos appear alongside
products in eCommerce site.
[video area]
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Summary
• Convergence
• Context
• Puma TV
• Live
• + Social
• Hyper-Integration
• Multi-screen
• Mobile
• Conversion