Brightcove, the streaming technology company, has announced the launch of Marketing Insights, a new offering within the company’s video insights and analytics platform. Marketing Insights provides advanced insights and video campaign measurement data so marketers can optimise their content marketing strategies by directly measuring the business impact of video content.

“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,” said Kathy Klingler, Chief Marketing Officer at Brightcove. “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.”

Marketing Insights allows marketers to track data from inbound traffic to their videos capturing viewer origins through UTM parameters and analysing which campaigns are driving video views and conversion. It offers detailed insights into the effectiveness of video content and viewer engagement, watch time, and which sources drive qualified audiences.

“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,” added Scott Levine, Chief Product Officer at Brightcove. “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. 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.”

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Tags: Brightcove, measurement