BOSTON–(BUSINESS WIRE)–Brightcove
Inc. (NASDAQ: BCOV), the leading provider of cloud services for
video, announced findings from its study “Interactive
Video: Defining Measuring Performance” conducted with Demand
Metric. The study reveals the state of interactive video and highlights
ease-of-use, accessible cost, and high value to drive audience
engagement.

Key Findings about Interactive Video

Interactive video is part of the evolving video landscape and offers
marketers new opportunity in 2016 to drive better engagement with key
audiences. To better characterize use of interactive video and to
understand its potential to reach mainstream adoption, Brightcove and
Demand Metric surveyed Brightcove technology partners and customers
currently using interactive video.

Among this survey set, participants reported that interactive video
represents more than one-third of the video content that they are
producing. The report reveals that practitioners broadly define
interactive video to include:

• Paths/branching – Decision points in the video that allow viewers to
  choose different story paths.
• Interactive experience – Quizzes, calculations, or assessments
  incorporated within the video.
• Click within video – Clickable video hot spots that direct viewers to
  resources or companion content.
• Clickable buttons – Static clickable buttons or banners that connect
  viewers to related content, information, or calls-to-action.

Participants reported the top three benefits of interactive video as
greater engagement, longer viewing time, and heightened understanding of
audience behavior. Other responses included better learning outcomes,
message retention, and improved product perception.

Nearly two-thirds of respondents reported that use of interactive video
drives better engagement. They noted particular value for e-learning and
customer training for classroom use. These use cases benefitted from
interactive video’s capacity for gamification, personalization, and
creation of a lean-in experience for audiences.

Interactive Video in Practice

Nearly half of marketing participants reported that creating and
deploying interactive video was “easy” or “very easy.” Marketers also
reported planning to spend $30,000-40,000 USD on interactive video over
the next 12 months. Both survey findings bode well for the two-thirds of
respondents who reported their belief that interactive video will be
“more” or “much more important” in the future.

The report also identifies current barriers to adoption. The top
barriers cited included time required to create interactive video,
integration with other marketing platforms, and interactivity not being
supported on some devices. Cost, organizational silos, and resources
(the number of people required to create interactive video) were
reported as the least challenging barriers reported.

For marketers eager to harness interactive video, survey participants
recommended three keys to success:

• Define objectives – This initial step is imperative to measure success
  later in the process.
• Consider the challenges – New practices necessitate a learning curve
  and adjustments, so identify challenges but don’t be deterred by them.
• Measure results – Interactive video offers the power to create 1:1
  conversations with audiences to better understand their interests and
  behavior. The key is to analyze metrics in order to fully tap the
  power of interactive video.

The study results were based on survey responses from more than 500
individuals currently using interactive video or considering it for 2016
marketing activity.

Supporting resources:

• Brightcove
  blog – Interactive Video: Calculating ROI
• Brightcove
  blog – Why Interaction and Exploration Are the Keys to Learning
• Brightcove
  blog – 2016: The Year Interactive Video Officially Becomes “A Thing”
• Brightcove
  Video Cloud
• Brightcove
  for Marketing

Brightcove on social media:

• Brightcove
  Blog
• Twitter
• LinkedIn
• Facebook

About Brightcove

Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful
cloud solutions for delivering and monetizing video across connected
devices. The company offers a full suite of products and services that
reduce the cost and complexity associated with publishing, distributing,
measuring and monetizing video across devices. Brightcove has more than
5,000 customers in over 70 countries that rely on the company’s cloud
solutions to successfully publish high-quality video experiences to
audiences everywhere. To learn more, visit www.brightcove.com.

This press release may include forward-looking statements regarding
anticipated objectives, growth and/or expected product and service
developments or enhancements. Such forward-looking statements may be
identified by the use of the following words (among others): « believes, »
« expects, » « may, » « will, » « plan, » « should » or « anticipates, » or
comparable words and their negatives. These forward-looking statements
are not guarantees but are subject to risks and uncertainties that could
cause actual results to differ materially from the expectations
contained in these statements. For a discussion of such risks and
uncertainties, see « Risk Factors » in the Company’s filings with the
Securities and Exchange Commission, including its most recent annual
report on Form 10-K. Brightcove assumes no obligation to update any
forward-looking statements contained in this press release in the event
of changing circumstances or otherwise, and such statements are current
only as of the date they are made.