Brightcove unveils Marketing Insights to boost video ROI

Brightcove has announced the launch of Marketing Insights, a new feature within its video insights and analytics platform, to enhance marketers' ability to measure video content impact.

Brightcove aims to refine video marketing measurement with Marketing Insights, offering advanced insights and robust video campaign measurement data. This development is intended to enable marketers to optimise content marketing strategies by measuring the business impact of their video content more directly.

Kathy Klingler, Chief Marketing Officer at Brightcove, explained the significance of the launch: "Video continues to be one of the most powerful ways to engage audiences, yet measuring its impact on business outcomes has long been a challenge. With the launch of our new Marketing Insights offering, we're further empowering marketers to gain deeper visibility into the performance of their video campaigns and their broader marketing strategies." She added, "As a data-driven marketer, I'm excited about how these new capabilities will help brands connect the dots between campaign performance and real business value. This solution is a game-changer for any marketer looking to drive measurable impact."

Through Marketing Insights, marketers can track inbound traffic to videos by capturing viewer origins through UTM parameters. The feature allows analysis to determine which campaigns drive video views and conversions, providing detailed insights into viewer engagement, watch time, and sources attracting qualified audiences.

Brightcove's extensive partner network supports integration with leading marketing automation platforms (MAPs), providing detailed analysis of viewer interactions and the success of various marketing sources. This integration aims to enhance strategy refinement and facilitate better resource allocation by linking content performance with marketing efforts.

Scott Levine, Chief Product Officer at Brightcove, commented on this aspect: "We've transformed the traditional concept of UTM links, a tool marketers have relied on for years, by integrating it directly into our video player. This allows us to capture detailed video traffic source data and seamlessly incorporate it into our platform to show ROI from traffic attribution and inbound marketing." He further explained, "By providing actionable insights, we're helping our customers understand what drives audience engagement and how to optimise their marketing strategies. This integration simplifies campaign optimisation and budget planning, making it faster and more efficient than ever."

Marketing Insights complements Brightcove's suite of AI-powered solutions, which include Audience Insights, Media and Ad Insights for media companies, and Publisher Insights for publishing companies. Designed to cater to marketers across various industries, Marketing Insights extends beyond traditional metrics to offer tailored, actionable data that supports informed decision-making.

This new offering is accessible through Brightcove's Marketing Studio premium package, aimed at enhancing marketing efforts across different sectors.