In a B2B Growth podcast, JW Player CEO Dave Otten shares how marketers can tap into viewer insights that drive the bottom line
What lies at the heart of a good marketing plan? It boils down to one thing: understanding what makes your audience tick. But truly getting to this point can be a royal pain. Sometimes there’s limited data. Sometimes there's only a partial story of who the target audience really is.
The good news is that market research is growing more sophisticated every day thanks to video intelligence. Using data and insights gleaned from viewer behavior and consumption, marketers can connect the dots on how audiences engage with media online and reach the right people at the right time. Our CEO Dave Otten explains how on B2B Growth, a daily podcast for B2B marketers.
The video industry’s “dirty secrets”
According to Dave, there are two main problems or “dirty secrets” facing marketers and publishers in the video industry:
A shortfall of quality video content: There’s an imbalance between the demand from advertisers and the supply of quality inventory from publishers. Creating engaging, compelling videos remains a key challenge for a lot of publishers trying to monetize successfully.
Limited data that informs monetization: Many video advertising strategies could be improved with better insights into video content, how it’s consumed, who it’s reaching, etc.
Video intelligence as a marketing tool
“For marketers looking to reach audiences, JW Player helps those folks get access to data sets that they can then use to enrich their existing data around who their customers are today,” says Dave.
(These “data sets” are among the video world’s largest—each month 1 billion people, or one seventh of the global population, will watch at least one JW Player video.)
Dave gives the example of a person who buys Tide detergent and regularly visits a handful of sites and watches specific videos. Video intelligence would help a Tide marketer see how these viewing patterns are interconnected, understand better who this person is, and what s/he might do next to inform a next purchase of Tide.
Another example is the consumer who watches a video on VICE.com and then visits Cosmopolitan.com to watch a fashion video. Pre-video intelligence, a marketer might primarily define the audience in terms of VICE's demographics, but now there’s an added layer of nuance—an interest in fashion—that could impact the marketing message.
“We provide granular insights” that allow marketers to “make connections at an individual and content level of how people engage and where their interests might lie,” says Dave. Marketers might discover, for instance, that seemingly unrelated sites actually share the same users.
“If you can make those connections and make it more efficient for marketers to be successful in reaching their audiences,” he continues, “then that’s a big win for everyone in the ecosystem.”
Improving user experience with video intelligence
A quality video advertising experience would not be possible without excellent playback, and video intelligence enhances the speed and performance of video plays.
Dave explains that time to first frame is lightning-fast because “we use video intelligence to make sure we load the proper components of a video player given your bandwidth connection.”
If players are set to autoplay, video intelligence helps determine that the video only runs if the player is visible on the screen—for advertisers, a guarantee that their ads are being seen.
As we’ve shown in our JW Recommendations blog series, publishers have much to gain by capitalizing on video intelligence to engage audiences. But for advertisers, the possibilities are only just beginning—and could be quite endless. Video intelligence is increasingly essential to understanding audiences, delivering riveting messages, and growing profitable businesses.
To all the advertisers out there, welcome to the new world of marketing.
Click here to listen to the full podcast (episode #664).
Learn more about strengthening your marketing strategy with video intelligence. Schedule time to speak with a video expert.