Brightcove Gallery Gains Calls-to-Action for Deeper Engagement

Video cloud services company Brightcove has created a new way for video marketers to connect with viewers, by adding calls-to-action to its Brightcove Gallery. Read on to learn what this is and how it improves engagement.

The Brightcove Gallery is a module that lets anyone create online video experiences. You can use it to create a microsite for a brand or a special event, then populate that microsite with loads of on-demand video.

The Gallery's new call-to-action (CTA) feature lets marketers add elements such as lead forms, custom buttons, banners, custom HTML, images, and related links to their video pages. Use a call-to-action to gain customer prospects and collect information. Brightcove can pass that information along to marketing platforms including Oracle Eloqua, Marketo, and Salesforce.com, so you can track video campaign performance. It's an excellent tool for measuring campaign ROI.

Brightcove's CTA feature also lets marketers insert display ads into their video pages. Use this to monetize videos with little development. It connects with popular ad servers such as DoubleClick. letting media company target a particular audience.

To show the abilities of the CTA feature, Brightcove worked with the Detroit Symphony Orchestra for its DSO Replay site. This site streams high-resolution performances from the orchestra on-demand, and it's meant for orchestra contributors only. All others get a pop-up request for a donation, and are told they can browse for free for two minutes.

"The goal of launching DSO Replay was to provide our Annual Fund supporters with a growing library of performance content available on-demand anytime, anywhere, and on any device. Using the Gallery CTA feature, we are now able to promote this service as an attractive and accessible means of classical entertainment for new Annual Fund supporters both near and far," says Eric Woodhams, director of digital initiatives with the Detroit Symphony Orchestra. "The Gallery CTA feature enables us to be flexible in advertising different material depending on the user. For new users, the prominent call-to-action promotes giving. For logged-in users with full access to our DSO Replay archive, we can promote upcoming concerts, ticket sales, and subscriptions."

Brightcove Gallery and the CTA tool is available to Video Cloud customers.

Troy Dreier's article first appeared on OnlineVideo.net