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Deliver Compelling Video Experiences at Scale
- 1. Cloudinary Proprietary/Confidential Deliver Compelling Video Experiences - at Scale. A modern approach - powered by AI - to make video easier, faster, and more engaging.
- 2. 2 Video engages and converts customers of companies would use more video if they could overcome obstacles of time & resources* 90% 80% 83% of customers use product videos in purchase decision* higher conversion with video on landing page* *Sources: Forbes, Google, Hubspot
- 3. But traditional “online video platforms” are complex Apple HLS MPEG - DASH Adaptive bitrate streaming HEVC/h.265 Upload Multiple Formats Video Player Storage & BackupEncoding and Delivery Transcoding Subtitles and Captioning Codecs browsers
- 4. What you really need to solve for Agility InnovationEngagement
- 6. Images and Video on PDP 52% / 48% Q: Video or Images? A: It depends
- 7. Engaging home and category pages
- 8. Cloudinary Proprietary/Confidential Demo - Automate video publishing 1 2 3
- 9. Mobile & Social aspect ratios automated with AI 94% of the time users hold their phone vertically
- 10. Content-aware crops with AI original heat map static crop dynamic crop before after
- 11. Cloudinary Proprietary/Confidential Demo - Content Aware Cropping
- 12. Automatic transcription and subtitles 85% of videos are played without sound
- 13. Faster video transformations 5 hours Time spent creating one minute of finished video
- 14. Auto everything f_auto; g_auto; q_auto* *Don’t sweat the details - bitrates, browsers, codecs, crops, cdns - let Cloudinary do it
- 15. User generated video 40% of Gen Y users are influenced in purchase decisions by user generated video
- 16. Auto previews
- 17. Automatic content-aware playlists 35% Longer time on site with playlists
- 18. Store, Search, Manage your videos 400% Growth in video between 2017 to 2022* *Source: Cisco
- 19. Cloudinary Proprietary/Confidential Demo - DAM, Manipulation and more...
- 20. Companies relying on Cloudinary... RETAIL MEDIA TRAVEL TECHREAL ESTATE FOOD & BEV. ENTERTAINMENT
- 21. DYNAMIC Video | Mobile | Social | Images ... FLEXIBLE API | Player & Widgets | DAM Innovation Any media. Any trend. Any device. Engagement AI & Deep learning. Drive mobile and social conversions. Speed f_auto, q_auto, g_auto. Auto everything. Easy as sunday morning. AI, Deep Learning, and Automation to engage users and simplify your media workflow Dynamic Video PlatformDynamic Video Media Platform
- 22. Why Cloudinary “The choice was clear. Cloudinary video is having a positive impact on performance and user engagement.” Hinge 10% reduction in profile churn Agility InnovationEngagement “Speed to market is paramount. We are now able to deliver sports video highlights within minutes.” Bleacher Report 350% increase in video views “We were able to introduce the latest Google codecs to regenerate 30,000 videos in a single day. The power of Cloudinary was impressive.” Mediavine 20% more revenue for publishers
Hinweis der Redaktion
- Hi, my name is <> and joining me today is my colleague <>. Thanks for your time today. I’d like to spend a few minutes giving you a quick overview of Cloudinary’s video platform, some of our unique capabilities and some key customer and use case examples. We’ll follow that with a short demo, to explore how we might help your company make video more engaging and convert better for your business, and how our platform could streamline all your media management workflows. Please feel free to jump in with questions as we go along, so we can understand your use case better and optimize the next 30 minutes to your specific use case.
- We know that video makes a strong difference to customer engagement and conversion. Customers are demanding more video, and yet, as we all know, creating and publishing video content continues to be a huge challenge for all your teams - technical, creative, marketing, IT, and business lines. In fact, time and resources consumed to create, manage, and deliver effective video content is the #1 obstacle across all organizations and all industries, and challenges everyone for the largest global organizations to the smallest businesses.
- Traditional, so called “online video platforms”, or OVPs, have been in the market for 2 decades now, (most developed their first products in the 90s), and yet, they have not simplified video for organizations. In fact, here’s a word cloud generated from the landing page of one of the largest such technologies. Complex, right? And you are expected to understand and stitch together solutions using these piece-part tools.
- Meanwhile, what’s on your mind when you consider video is what’s important to your business - improved engagement; time to market (faster, and with less technical resources, more agile to publish faster); and speed of innovation/digital transformation.
- 52% of marketers use videos for their social/fb ads, 48% use images. It’s not an either/or, though, you need both, and sometimes you need to A/B test. Why then, do you have 2 separate media stacks - one for images and one for video? Our customers, Nike and Adidas are using video on their PDP and A/B test against images. They’re using Cloudinary here for on-the-fly resizing, performance optimization, and ensuring there is no loss in perceptual visual quality for customers. Having one platform for images and video enables them to easily run A/B testing to see what’s converting. Auto-responsive video in their product gallery is another thing they need.. (And, in fact, Cloudinary even provides you an out-of-the box customizable product gallery widget that’s auto-responsive and supports images and video, 3D, 360…so you don’t need to build one.)
- Doesn’t that subtle use of video make you look? Video is increasingly being used on the home page and on category landing pages to create engagement and drive better CTRs, as for example Allbirds. Nice shoes by the way :)
- So when you want to publish a video to one of your products for example, you typically need to go through some preparations Uploading the video to your CMS/DAM Collaborate on the asset with internal/external stakeholders (that’s typically involves download and sharing, getting updates, re-uploading,etc - “which version is the final one?”) Once you agree on the video to be published, you need to prepare it Make sure it fits your website design and layout guidelines (typically need to prepare various version of the same video, in different sizes and aspect ratios) Make sure it is optimized - compress it so it will load fast while still preserving great quality (typically need to prepare various versions of the same video, in different formats, codecs and bitrates) publish it to your website/app But which asset should I publish? How can I make sure it’s fully optimized? I want to show you how this process looks like when it’s automated by cloudinary Upload video and image from phone to media library Show how fast it’s published on the website Cropped to fit the layout Optimized to browser (webm) and content (q_auto)
- 57% of video traffic comes from mobile devices. Smartphone users hold their phone vertically about 94% of the time. Can you say neck injuries? But seriously, How do you represent your brand better and get higher engagement on mobile and social? Some stats on Instagram and Facebook, from our friends at Animoto and Buffer: Vertical videos see 90% higher completion rates. square video (1:1) results in 30-35 percent more video views and an 80-100 percent increase in engagement compared to landscape video (16:9) Vertical video results in 13 percent more 3-second video views and 157 percent more 50% total watch time views Cloudinary’s deep learning algorithms transform landscape-mode shot mode video originals on-the-fly to the various formats you need - 19:6 for full-screen vertical mobile, 1:1 for instagram and facebook square crops, and multiple other aspect ratios needed on social. All of this is done using content-aware AI cropping….
- Here’s a look under the hood at what’s going on - in this case the original landscape mode video is analysed by our deep learning algorithm, and done on the fly, then masked to create a dynamic crop that tells the story of the video accurately. (For longer videos, to increase performance, these transformations can be performed “eagerly” i.e in advance of the customer request, to make sure the transformation is available instantly.
- Upload video in demo site - https://demo.cloudinary.com/video-compare/ Show landscape to mobile crop Manipulate URL to show different Aspect ratios
- Most users play videos on mute, so having an ability to automatically generate transcripts (handy for SEO as well), and subtitled overlays is really useful. Cloudinary helps you automate this at scale with AI transcription and subtitle overlays on-the-fly.
- Doesn’t all the ways you need to transform and the original video and all the creative variants you need for each channel give you a headache? And slow down your workflow? Here’s where you need automation, that’s what software automation can do. Creating a video is hard enough. But then creating every variant for every effect, every crop, every responsive delivery size, and every browser is exponentially harder. Cloudinary shines t this, with simple URL based transformations.
- We talked about the complexity exposed by traditional video platforms - multiple codecs, browsers etc. With Cloudinary, the technology to automate format, quality and gravity automatically compute what’s best, based on the end user/device/viewport and browser, without any perceptual loss of visual quality. (This also enables you to future proof your site since you’re not hard coding specific codecs or specific formats related to a particular browser/version, those change at a breathtaking speed..)
- Gen Y, the largest consumer group, wants to know what their peers are up to. User Generated content is a great way to create an authentic connection with your customers, but it’s hard. Cloudinary is used by social dating apps like Hinge, messenger apps like Hike and retailers like LuLus, to improve engagement, build community, and help automate quality, performance, and even content moderation.
- Keeping up with the Joneses. YouTube, and Netflix have made consumers expect short previews before they consume anything. Much like boomerang videos were the hot trend on snapchat (we do that BTW), this is today’s hot trend. How do you keep up? And, it’s a snap with Cloudinary AI generated short previews. Customers such as shutterstock can create previews of the original either manually (using start offset and end offset parameters to transform the original), or as you’ll see next, using AI.
- Creating recommendations and playlists have been proven to increase viewing time, and also help with SEO. (This 35% stat is corroborated by other video players). Cloudinary video player is highly customizable (with a video player studio available) and can help you create playlists and “up next” videos that are in your control - not YouTube’s or Vimeo’s :)
- Globally, IP video traffic will be 82 percent of all IP traffic (both business and consumer) by 2022, up from 75 percent in 2017. Global IP video traffic will grow four-fold from 2017 to 2022. Now, more than ever, this explosion of video assets needs a strategy and tools to manage effectively. Asset management in the world of video is an even more daunting problem than for images and static assets. Each video is large and storing multiple derived variants can easily become cumbersome and expensive. Manual tagging can also be an impossible task given the number of minutes of video. This where Cloudinary, with AI based auto-tagging, structured metadata, advanced search, and real-time collaboration can really help streamline your media workflow between all your teams - creative, marketing, and technical. Additionally, Cloudinary’s unique advantage is that only the original video needs to be uploaded, and variants can be generated on the fly. This means less storage, better search and classification, no version confusion, and ensuring everything always gets generated from the high quality original.
- Upload video in demo site - https://demo.cloudinary.com/video-compare/ Show landscape to mobile crop Manipulate URL to show different Aspect ratios
- Before we talk about our platform, let me introduce Cloudinary. Our media management solutions are used by iconic brands to create and deliver all their visual experiences on their web and mobile channels, including the 3 largest sports apparel brands, the fastest growing food delivery startups, and companies from media and entertainment, retail, and technology. Several of these, such as Swarovski, Nike, Adidas, Bleacher Report (Turner), Mediavine, Lastminute.com, atom tickets and many more use us as their video platform, as we’ll cover in the next few minutes.
- Many of Cloudinary’s customers use us today because we automate and simplify the media management stack. Our approach to the Video platform is a bit different from existing online video platform users. We believe that customers use rich visual storytelling, that includes many dynamic media choices - Videos, Images, 3D, 360 and in the future AR/VR etc, and the media management stack needs to provide a unified approach to all media types. With this in mind, our video platform has 3 core “pillars” of technology. First, we use AI and deep learning data sets to enable you to create more engaging video experiences that help drive better engagement on mobile and social. Content -aware cropping to generate vertical videos for mobile and square videos for instagram automatically are one example, we’ll get to a few more later in this presentation. Next, our platform automates everything, much like self-driving tech does for cars, so you don’t have to sweat the details about codecs, streaming rates, formats, browsers, viewports etc. We’ll show you that in a moment. And last, but not least, as a SaaS service, our customers rely on us to stay ahead of trends - whether it’s YouTube and Netflix driving automatic short previews of videos (which means customers now will expect a similar experience on your site), or Google driving new standards, or consumers driving new trends - AR/VR/ 360, our SaaS platform stays ahead of those trends to enable you to focus on your core business logic, while Cloudinary will take care of all media management. Another important aspect of adopting our platform is that you do not need to rip and replace to adopt us. Using our APIs, your developers can get several of these benefits on your web and mobile properties with existing solutions in place, and as you’re comfortable, you can leverage other features such as our customizable video player, and even our DAM which makes media management at scale across your organization possible. Last but not least, Cloudinary customers use us to manipulate assets at scale - while a handful of videos could be manually manipulated, the power of Cloudinary is most appreciated when customers manipulate hundreds to thousands of assets at scale.
- Many of our customers use our video platform today for 3 primary benefits - improved engagement; Time to market (faster, and with less technical resources); and speed of innovation/digital transformation.
- Let’s discuss next steps.
- Let’s discuss next steps.