Brightcove Invests in Video Marketing With Audience Module

This is a good day for marketers who rely on the Brightcove Video Marketing Suite (VMS). The video cloud services company announced today the general availability of its Audience module. Audience works within the VMS to distribute video analytics data directly to an Oracle Eloqua or Marketo account.

The result is that Brightcove users can now connect their video data with their marketing automation platforms. They can measure video campaign results just like they measure any other marketing asset.

Audience works by letting marketers create lead forms and add them to their video players, turning videos into important lead generation tools. These lead forms work anyplace that a Brightcove video is embedded. It doesn't have to be the company site; it could be a marketing landing page or a third-party site.

With Audience, marketers can track exactly who watched videos and how much they watched. Viewers who watch a full video (and those who come back for multiple views) are much stronger prospects than viewers who click away after a few seconds. When tracking a PDF or whitepaper download, marketers only know that the content was accessed; with video they can see exactly how much was consumed.

"Marketers know that video is the future of digital marketing, but they have not had a solution to quantify video's contribution to marketing and sales," says Linda Crowe, vice president of digital marketing at Brightcove. "Brightcove Audience solves that problem by measuring video engagement and collecting that data in a marketing automation platform like any other marketing asset. Using Audience, marketers can now see the specific data in Eloqua or Marketo that confirms what they already intuit—that video is the most effective and compelling medium to attract, engage, and convert audiences."

Troy Dreier's article first appeared on OnlineVideo.net