Brightcove Launches Marketing Insights: A Game-changer for Video Marketing Measurement

On November 7, 2024, Brightcove, a trusted streaming technology company, introduced Marketing Insights, a new feature within its video analytics platform aimed at enhancing video marketing measurement. This innovative tool provides marketers with advanced insights and detailed performance data for their video campaigns, enabling them to assess the impact of video content on business outcomes effectively.

Kathy Klingler, Brightcove’s Chief Marketing Officer, expressed enthusiasm for how these capabilities will help brands link campaign performance to business value, calling it a transformative solution for data-driven marketers. Marketing Insights allows users to track viewer origins through UTM parameters, analyze which campaigns drive video views and conversions, and evaluate viewer engagement and watch time.

The platform integrates seamlessly with leading marketing automation platforms (MAPs), offering comprehensive analysis of viewer interactions and the effectiveness of various marketing sources. Scott Levine, Chief Product Officer at Brightcove, noted that the integration of UTM links directly into the video player revolutionizes how marketers capture traffic source data, simplifying campaign optimization and budget planning.

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As part of Brightcove’s suite of AI-powered solutions, Marketing Insights is designed to meet the specific needs of marketers across industries, providing actionable data that supports informed decision-making and enhances overall marketing strategies. This feature is available within the premium Marketing Studio package.