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Ramp Debuts Video Marketing Solution, Takes on Brightcove Gallery

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Content optimization platform Ramp is branching out: Today at the Reel Video Summit in San Francisco, California, it announced a new product, Ramp for Video Marketing. The offering promises to let brands stream videos, engage with viewers, and track video usefulness.

Companies can use Ramp for Video Marketing in two ways. They can sign up, load all their videos into Ramp, and then embed the videos into their sites, or they can use the stored videos to create microsites.

The platform does more than just host and stream, though. Users can access a console full of embeddable code to add integrated calls to action, dynamic transcripts, video search, and other types of interactive widgets at specific points in their videos, then they can track those actions.

Video has finally matured to the point where people want to understand the measurability that video can have, explains Ramp CEO Tom Wilde. The goal of Ramp for Video Marketing is to help companies drive interactions, gain leads, and engage with their customers. It lets companies attach transactions to their videos and then assign value to those transactions.

This is a new area for Ramp and it's taking on a big name by doing so. Brightcove announced its Video Marketing Suite in May, and that includes Brightcove Gallery to create video-based microsites. Ramp's product is going head-to-head with Brightcove, Wilde says, as well as all OVPs.

Ramp chose to move in this area, Wilde says, due to the explosive growth in content marketing as a means to gain customers. Prospects would rather have companies educate them than sell to them, he says, and they'd rather watch a video than read a white paper.

"Ramp video marketing really takes advantage of the rapid growth in content marketing as a strategy for customer acquisition and customer engagement," Wild says. "It builds on our unique abilities to generate intelligence from video content and matches that with synchronized calls-to-action to make marketers' investments in video highly measurable and profitable."

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