Brightcove, a renowned player in the streaming technology space, has unveiled a new addition to its video insights and analytics platform, dubbed 'Marketing Insights'. This new tool aims to provide marketers with advanced insights and robust data on video campaign performance, enabling them to optimise their content marketing strategies by directly measuring the business impact of their video content.

'Marketing Insights' allows marketers to track data from inbound traffic to their videos, capturing viewer origins through UTM parameters and analysing which campaigns are driving video views and conversions. The tool offers detailed insights into the effectiveness of video content and viewer engagement, watch time, and which sources drive qualified audiences.

Kathy Klingler, Chief Marketing Officer at Brightcove, commented on the launch, “Video continues to be one of the most powerful ways to engage audiences, yet measuring its impact on business outcomes has long been a challenge. With the launch of our new Marketing Insights offering, we’re further empowering marketers to gain deeper visibility into the performance of their video campaigns and their broader marketing strategies. As a data-driven marketer, I’m excited about how these new capabilities will help brands connect the dots between campaign performance and real business value. This solution is a game-changer for any marketer looking to drive measurable impact.”

Brightcove's extensive partner network enables integration with all leading marketing automation platforms (MAPs), providing a detailed analysis of viewer interactions and the success of various marketing sources. The new tool transforms the traditional concept of UTM links by integrating it directly into the video player, capturing detailed video traffic source data and incorporating it into the platform to show ROI from traffic attribution and inbound marketing.

Scott Levine, Chief Product Officer at Brightcove, elaborated on this transformation, ""We've transformed the traditional concept of UTM links, a tool marketers have relied on for years, by integrating it directly into our video player. This allows us to capture detailed video traffic source data and seamlessly incorporate it into our platform to show ROI from traffic attribution and inbound marketing. By providing actionable insights, we're helping our customers understand what drives audience engagement and how to optimize their marketing strategies. This integration simplifies campaign optimization and budget planning, making it faster and more efficient than ever.""