1. The New Content Marketer –
How Puma Increased Customer Engagement
On Every Screen

2. Steve Rotter
VP Digital Marketing Solutions
srotter@brightcove.com
@sjrotter

3. Brand Leadership and Content Marketing
http://tinyurl.com/brandleadership

5. 1931

6. 2012
1.5 Million Subs
14 Languages
#1 Publication

8. 2013 B2B Content Marketing Benchmark, CMI/Marketing Profs

9. 2012
2011
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs

11. FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works – Consumers engage with a
company’s branded videos as often as their ads
Video Always - Brands should use video at
every stage of their customer lifecycle
Video Everywhere – Brands must extend their
content to their entire brand ecosystem

12. VIDEO IS TAKING OVER THE WEB

13. BRIGHTCOVE CLOUD CONTENT SERVICES
OUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT

14. …let’s watch some video

16. Convergence

17. The Shift in Brand Strategies
Represents one of the most critical issues facing
Digital Marketers as well as Media Companies
Yesterday Today
OWNED
PAID OWNED EARNED
PAID EARNED

18. Contextualizing

20. Puma TV

22. Live

23. LIVE HALO EFFECT
Increase in “On-Demand” Traffic
Spike in Traffic From
Live Event Spike in Traffic From
Live Event
Incremental on demand views after the event

24. Live + Social

25. 3D
Player Customization
DVR

26. GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE

27. Hyper-Integration

29. Multi-screen

33. Mobile

34. MOBILE AUDIENCES DEFINED BY TWO WORDS…
34

35. Conversion

36. CONVERSION / PURCHASE – INDUSTRY STATS
Landing Page Conversion - 32%-85% increase for landing pages with video – AB test of same page
with and without video –
28% increase in conversion rates – AB Test by Visual Web
Video in email marketing has been shown to increase click-through rates by over 96%. (Implix Email
Marketing Survey)
Purchase Conversion- 30-90% increase in product conversions with video
Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet
Retailer, April 2010)
In one campaign including video in an email campaign drove a 51% increase in subscriber-to-lead
conversion. (Blue Sky Factory Webinar, 2010)

38. AUDI TV

39. SEIKO TV

42. VIDEO PORTALS “YOUR BRAND TV”

43. VIDEO PORTALS “YOUR BRAND TV”

44. VIDEO PORTAL ON FACEBOOK

45. SIGNIFICANTLY IMPROVE CONVERSION RATES

46. M&S TV FROM RETAILER MARKS & SPENCER
Videos appear alongside
All videos hosted on M&S TV products in eCommerce site.
[video area]

49. Summary
• Convergence
• Context
• Puma TV
• Live
• + Social
• Hyper-Integration
• Multi-screen
• Mobile
• Conversion