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Vendor Landscape: Online Video Platforms For Sales and Marketing
Vendor Landscape: Online Video Platforms For Sales and Marketing
Vendor Landscape: Online Video Platforms For Sales and Marketing
Key Takeaways
forrester.com
Table Of Contents
2 Ignore Video At The Peril Of Your Customer
Experience
If Youre Serious About Video, You Need An
Online Video Platform
3 OVPs Manage And Distribute Content And
Measure Engagement
4 OVPs Help You Push The Customer
Experience Envelope
5 Key Players In The OVP Market Support
Many Industries
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Brand videos
Viral content
Video blogs
Physical events
ENGAGE
DISCOVER
Social interaction
How-to and
do-it-yourself
Interviews
Client testimonials
ASK
Presentations
EXPLORE
Mini marketing
documentaries
In-depth tutorials
USE
User-generated
content
BUY
Product videos
Demos
360-degree product views
Quick-start tutorials
Personalized video
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right customer at the right time. OVPs can integrate with your customer relationship management
systems and apply rules to follow up with customers appropriately automatically sending an
email to a prospect if he or she watches more than 50% of a video, for example.5
Execute adaptive streaming seamlessly. A good adaptive streaming experience delivers video
without noticeable buffering. To avoid buffering, OVPs can deliver low-resolution video, but the
customer experience will be low, too. A great adaptive streaming experience will deliver highdefinition video with minimal buffering. Adaptive streaming chooses an appropriate video rendition
(a combination of resolution and bitrate) based on a users connectivity. Buffering is different from
latency, which is how much a video is delayed from the origin.
Uncover trends through big data and analytics. There is more to video analytics than pure
views. You need to know how long your viewers are watching, when they are leaving, and how they
engage socially. Vidyard notes that it is important to capture your audience for the first 15 seconds
because, after that, youre likely to keep it for the duration of your video.6
Upload
content
Manage
content
Transcode
Experience
design
Deliver
content
Rich
analysis
Name ______
Email ______
Content gating and
lead generation
Click here!
Hi <name>!
Interactivity and
calls to action
Personalization
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Sentiment analysis for user-generated content. Text transcription and natural language
processing can reveal customers likes and dislikes within user-generated content. Machine
learning can surface content that contains praise and mitigate the impact of negative content.
Brands are already using these tools on social media, and video should be no different.7
Personalization for customized experiences. OVPs support three types of personalization.
Manually curated playlists are the most basic type, and they put you in charge of organizing content
based on subject matter, viewer persona, video tags, and more. Autocurated playlists assemble
themselves based on keywords and tags. And the most advanced type is in-video personalization.
Lenovos Michael Ballard used Vidyards platform to deliver individually customized videos to 3,000
leads during a holiday email campaign. These videos included personalized elements, like a leads
name. He saw click-through rates jump 4.5 times the average, and viewers, on average, watched
78% of the entire video.
Interactive video for greater engagement. Interacting with video is about more than pushing the
play button. When the Consumer Technology Associations Sean Parker deployed video for the
companys 170,000-attendee International CES (formerly the Consumer Electronics Show), he used
uStudios player to overlay interactive elements like a show calendar and hotel options.
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FIGURE 3 Online Video Platform Vendors Run The Gamut From Small Shops To Large Enterprises
Company
HQ location
Employees
Monthly streams
Enterprise
customers
14,000
105,000,000
350 to 500
Revenue
$4,795,500,000
Adobe
Allego
Needham, Mass.
50
10,000*
51
$9,000,000*
Brightcove
Boston
436
2,200,000,000
1,800
$135,000,000
12,700
24,000,000,000
1,500*
$18,000,000,000
Invodo
Austin, Texas
73
4,000,000
13
$12,000,000*
Kaltura
New York
420
5,000,000,000
1,000
$60,000,000
Mediafly
Chicago
40
60,000
15
$5,020,000
Ooyala
550
600,000,000*
250*
$65,000,000*
$34,500,000
Qumu
Minneapolis
192
12,000,000
95*
Ramp
Ustream
Boston
Armonk, N.Y.
20
378,000
5,000*
80,000,000
23
500
$570,000*
$82,000,000,000
uStudio
Austin, Texas
25
20,000,000*
16
$10,000,000*
Vidyard
Kitchener, Ontario
120
50,000,000
73
$10,000,000*
Vimeo
New York
125*
50,000,000
100
$30,000,000
30,000,000,000
1,200*
$4,000,000,000
YouTube
1,000*
*Forrester estimate
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
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FIGURE 4 Online Video Platforms Have Various Capabilities To Fit Different Clients Needs
Content gating
Call to action
Chaptering
Push to Facebook
Auto-curated playlists
Not applicable
In-video personalization
Push to YouTube
Partner
Autotranscription for SEO/CC
Centralized analytics
Add on
User-generated content
User-curated playlists
Live streaming
Built in
Adobe
Allego
Brightcove
Facebook
Invodo
Kaltura
Mediafly
Ooyala
Qumu
Ramp
Ustream
uStudio
Vidyard
Vimeo
YouTube
FIGURE 5 Traditional OVPs Have Grown Out Of Their Media/Broadcasting Roots To Support Sales And Marketing
Adobe
Reference customers
Pricing model
Annual subscription with one- to three-year contracts; based on page views per
month for all sites and channels where users will consume video; base license
includes 10 TB of storage; additional storage available
Media ingestion
Batch upload existing assets via FTP or API or send a hard drive of video files
Deployment
Brightcove
Reference customers
Pricing model
Media ingestion
Deployment
Kaltura
Reference customers
Pricing model
Media ingestion
FTP; dedicated scripts if moving from another online video platform; direct upload;
Aspera upload integration; API for YouTube ingestion
Deployment
Ooyala
Reference customers
Pricing model
Media ingestion
Deployment
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Allego
Reference customers Calvert Investments, Clarabridge, John Hancock Insurance
Pricing model
Media ingestion
Deployment
Invodo
Reference customers AutoZone, Dicks Sporting Goods, Toys R Us
Pricing model
Media ingestion
Deployment
Ramp
Reference customers Blue Cross Blue Shield, General Electric, Intel
Pricing model
Media ingestion
Deployment
Cloud
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Mediafly
Reference customers Charles Schwab, NBCUniversal, PepsiCo
Pricing model
Media ingestion
Deployment
Qumu
Reference customers Dell, Visa, Vodafone
Pricing model
Media ingestion
Deployment
uStudio
Reference customers Alcon Novartis, EMC, Universal Music Group
Pricing model
Contract of one to three years; based on licensed modules, per video/user fee, and
data plan for storage and streaming
Media ingestion
Automated ingestion through web, mobile, APIs, FTP, RSS, or sync technology
from YouTube or other destinations
Deployment
Vidyard
Reference customers Honeywell, Lenovo, Salesforce
Pricing model
Annual contract; based on number of videos hosted and platform features enabled
Media ingestion
Deployment
Cloud
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10
Facebook
Reference customers Lexus, Nike, Oracle
Pricing model
No contract; free to upload, store, and stream; brands can pay for sponsored
content to increase circulation
Media ingestion
Deployment
Cloud
Ustream*
Reference customers Georgetown, NASA, TechCrunch
Pricing model
Media ingestion
Deployment
Cloud
Vimeo
Reference customers Airbnb, Etsy, Foursquare, Zaguto
Pricing model
Free for basic usage, no contract regardless; paid version based on weekly videos
uploaded at $199/year for 20 GB/week and $399/year for up to 3 TB/week
Media ingestion
Deployment
Cloud
YouTube
Reference customers CNN, GoPro, The White House
Pricing model
No contract; uploading and storing content is free; content monetized on your behalf
Media ingestion
Batch upload via YouTubes web interface, but firms must enter metadata manually
Deployment
Cloud
*IBM acquired Ustream and is still integrating it into its portfolio. For now, it will remain in the freemium
section and may adjust after more time in the market.
Recommendations
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distributed company with multiple divisions creating content, then it would be better for you to pay
per account. If youre a large consumer brand that expects to drive millions of views, then a perstream price could offer a better deal.
Evaluate content migration capabilities. How will you migrate your existing library? Choose a
vendor that makes it easy to ingest content and metadata as part of a batch-upload process.
Include a freemium OVP as part of your strategy. Because of their deep social reaches, a
freemium OVP is a must-have for your strategy. Facebook, Ustream, and YouTube offer easy
deployment, wide reach, and good analytics. If youre looking to produce live video, Ustreams
platform can have you up and running in a few minutes. Facebooks new Live API enables you
to create high-end live broadcasts or quick and easy ones from a smartphone. Watch time on
YouTube has grown 50% year over year, and the number of people watching YouTube per day is up
40% since 2014.8 YouTube lets you use annotations for calls to action, and freemiums will help you
expand your audience; most OVPs let you push content to YouTube and then pull in the analytics.
Analyst Advisory
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
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12
Supplemental Material
Survey Methodology
Forresters Global Business Technographics Software Survey, 2015, was fielded to 3,651 business
and technology decision-makers located in Australia, Brazil, Canada, China, France, Germany, India,
New Zealand, the UK, and the US from companies with two or more employees. This survey is part of
Forresters Business Technographics and was fielded from July 2015 to August 2015. ResearchNow
fielded this survey on behalf of Forrester. Survey respondent incentives include points redeemable for
gift certificates. We have provided exact sample sizes in this report on a question-by-question basis.
Forresters Business Technographics provides demand-side insight into the priorities, investments, and
customer journeys of business and technology decision-makers and the workforce across the globe.
Forrester collects data insights from qualified respondents in 10 countries spanning the Americas,
Europe, and Asia. Business Technographics uses only superior data sources and advanced datacleaning techniques to ensure the highest data quality.
Companies Interviewed For This Report
Adobe
Lenovo
Alcon Laboratories
Mediafly
Allego
Novartis
Brightcove
Ooyala
Qumu
IBM
Ramp
Invodo
uStudio
Kaltura
Vidyard
Endnotes
Source: Amanda Walgrove, The Explosive Growth of Online Video, in 5 Charts, Contently, July 6, 2015 (https://
contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/).
Source: Merchants 2015 Digital Marketing Predictions, Merchant Marketing Group blog (http://
merchantmarketinggroup.com/blog/archive/merchants-2015-digital-marketing-predictions/).
Source: Mobile Video Ads Drive Brand Awareness, Engagement, eMarketer, January 14, 2016 (http://www.
emarketer.com/Article/Mobile-Video-Ads-Drive-Brand-Awareness-Engagement/1013464).
For more on OVP integration, see the Market Overview: Online Video Platforms For Sales And Marketing Forrester
report.
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
13
Source: Dan Nedelko, 4 video marketing metrics you cant live without, Vidyard blog, May 9, 2013 (https://www.
vidyard.com/blog/4-video-marketing-metrics/).
For more on text transcription and natural language processing to enhance the customer experience, see the Trends
2016: The Future Of Customer Service Forrester report.
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
14
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