Thursday, September 11, 2014, 9:46 AM ET|Posted by Will Richmond
A new study from Brightcove has found that 76% of consumers cite video as their preferred content source when consuming brand information, with 79% overall favoring digital content over traditional. In addition, 24% of respondents said video is their "most trusted" source for brand content, with 44% of them saying video was more appealing, authentic (29%), engaging (28%) and shareable (10%) than other communication formats.
Video quality matters though, with 35% of respondents saying branded video content is more memorable if it is high quality. When respondents do have a good video experience, the study found that 39% are more likely to research the brand or product further, tell friends and family about the brand (36%), become brand loyal (30%), and share the brand's content on social media (19%).
However, quality isn't yet a given; when asked how branded video experiences could be improved, better quality streaming was cited by 32%, faster launch times by 31% and less buffering by 30%, which were 3 of the top 4 responses.
The study's results are based on an online survey of 2,000 consumers in the U.S., France, Germany and the U.K. conducted by research firm Vanson Bourne. I'll share a link to the full report as soon as it's available.
Separate, at IBC today, Brightcove also announced Brightcove Perform, a new service for creating and managing video player experiences. Perform supports cross-platform video playback and includes the HTML5 Brightcove Player, a set of management APIs and performance optimization services, plus support for HLS across devices, analytics and content protection. According to Brightcove's tests, Perform is the fastest loading player, up to 70% faster than competitors.
Perform also supports server-side and client-side ad insertion, a new hybrid approach Brightcove also announced today. The server-side functionality capitalizes on Brightcove Once, technology acquired via Unicorn Media this past January. One of the key advantages of server-side insertion is that it eliminates ad blockers, resulting in more ad views and better monetization.
Categories: Brand Marketing
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