„The immense disruption going on with online video delivery has created amazing new ways to monetize content“ – Steve Rotter, Vice President Digital Marketing Solutions Brightcove

Steve Rotter: Digital Marketers are facing massive challenges dealing with the changes in buyer behavior. Recent research shows that over 70% of the buyer journey takes place through digital channels. Brightcove has focused on solving this challenge with a specific solution called to Video Marketing Suite that addresses these exact problems. We stood out at dmexco by focusing on what digital marketers care most about; driving awareness, engagement and conversions.

What opportunities are there in the monetary valuation of video content?

The immense disruption going on with online video delivery has created amazing new ways to monetize content. From pay-per-view to new subscription models and everything in-between. The exciting change is that monetizing online video content is now possible for an entirely new range of companies. One of our favorite recent customer success stories is Michelle Bridges and her 12 Week Body Transformation videos. Great content and a great monetization model.

We see three major trends for online video consumption. First, it’s clear that consumer appetites for video will only increase and they will want to view video anytime, anywhere, on any screen. To support that, we’re seeing digital marketing organizations really investing in the skills and tools to deliver video production at scale. That means, more people on the marketing team with deeper video production skills and a professional video platform (like Brightcove) to support the wide range of video use cases.

What will be the big topic at dmexco next year?

Content marketing will continue to be the hottest topic for digital marketers but there will be a growing focus on content precision. The explosion of content marketing is great but, according to research group Sirius Decisions, 70% of B2B content goes unused. Content precision happens when three big ideas; personalization, marketing automation and content start to converge. When that happens, marketers can start to deliver the right content, to the right place at the right time.