“These assets were built around competitive
audience constructs,” an Eyeview case study
states, “and enlisted highly relevant creative
messaging. Seamlessly integrated within the
asset were head to head competitive compari-
sons which focused on standard features in the
G80, which were not available on the competi-
tive makes and models.”
The campaign, which targeted specific us-
ers in Facebook, used “over 25 custom creatives
that spoke to the vehicle’s power, technology,
and safety features relevant to the custom au-
tomotive segment,” and ultimately generated
a 23% increase in conversions and a 67% in-
crease in post commenting.
Livestream also offers a lead-generation tool,
targeted toward the “savvy event marketer and
conference leader” that wants to do more than
just broadcast enterprise content.
“[P]roducers can display a lead capture
Second Life for On-Prem Solutions?
form to collect information from their audi-
ence,” the Livestream blog states. “When view-
ers visit your event page, live player embed,
or on-demand videos, this form will appear
first, effectively ‘gating’ the video. After filling
out the form, viewers will have full access to
The key to any of these types of lead-
generation forms is integration into a leading
CRM. Livestream states that its lead-generation
form can export into a baseline CSV file, but
tighter integrations directly into the CRM solu-
tion would keep enterprise customers from
having to do their own periodic import of leads
into the CRM.
We’ll wrap up this overview of enterprise
solutions by looking at what had been considered, as recently as last year, an outdated option for enterprise video: on-prem EVPs.
There seems to be a trend back toward on-prem solutions, or at least toward hybrid solutions that bring the benefit of on-prem asset
security and local-area network reliability for
internal webcasts, but use the cloud for storage and for wider distribution of non-mission-critical or non-competition-sensitive content.
Wainhouse Research analyst Steve Vonder
Haar was recently interviewed by Qumu, a
cloud-based enterprise video platform service
provider. While Vonder Haar’s comments were
focused primarily on cloud-based service of-
ferings as an easy way to stand up an EVP solu-
tion, he also noted that there continue to be
key benefits to on-premise solutions.
“On-prem will always be with us,” says
Vonder Haar. “There will always be some lev-
el of organization—the Global 2000—who are
going to want to have total, complete con-
trol, and they will not want to mess with host-
ed solutions. At the other end, you have some
organizations that don’t want to put up with
that CapEx expense—that significant deploy-
ment on the upfront basis—and they’ll look
“It’s no longer an island unto itself,” says
Vonder Haar. “Video is not some novel thing
you do on the side. Video is something that you
make part of your day-to-day business communications activities.”
Finding the Needle
Going back to our initial use case—the budget mention in an all-hands meeting, but not
mentioned in the agenda or any written documentation—hopefully what we’ve provided in
this article is somewhat helpful insight into the
needs of enterprise employees when it comes
to enterprise video.
It’s not enough just to deliver the live stream,
because the value in the content is in more than
just the initial webcast. EVP providers need to
realize that search and discoverability can be
augmented by accessibility features—
including closed-captioning, more accurate speech-to-text engines, and OCR metadata gleaned
from computer vision and machine learning
that frame-accurately indexes the on-demand
versions of the live streams.
On a trend level, don’t rule out these same
features coming to live video. As noted earlier
in the article, the opportunity to attach a real-time indexing system to a multipoint videoconferencing call or as a client on a live webcast means that the same robust search and
discoverability could be made available even
to those who join an all-hands meeting just a
few minutes late.
Tim Siglin is a streaming industry veteran and longtime
contributing editor to Streaming Media magazine.
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