Vendor Landscape: Online Video Platforms For Sales and Marketing

For Application Development & Delivery Professionals
Vendor Landscape: Online Video Platforms For

Sales And Marketing
OVPs Hold The Keys To Your Video Success
by Nick Barber
May 20, 2016
Why Read This Report
Key Takeaways
If you think doing video means having a

YouTube channel, then you need to up your
game. In 2015, online users spent more time
on video than on any other digital activity. This
inflection point represents customers shifting, and
you need to be there to support them. An online
video platform (OVP) is a critical part of the video
technology strategy for application development
and delivery (AD&D) professionals. It will help you
deliver engaging, interactive, and personalized
experiences. Without it, your customers will find
those experiences somewhere else.
You Need An OVP To Properly Support The

Customer Life Cycle
An OVP helps you support video at each point in
the customer life cycle. Without one, youll have
undefined metadata and taxonomies that will
zap search functionality and create a disjointed,
frustrating customer experience.
Ignore Video At Your Peril
In 2015, online users spent more time on video
than on any other digital activity for the first time.
More than half of consumers used video to inform
a recent purchase. Without video, you will miss a
huge swath of customers
OVPs Can Help Keep You On The Cutting Edge
Of Experiences
OVPs increasingly support differentiated
experiences. For example, they enable you to
serve personalized videos, which can translate
into greater click-through rates and longer view
times. Interactivity and calls to action can make
videos a one-stop shop. Sentiment analysis can
surface positive user-generated content and
mitigate negative user-generated content.
forrester.com
Vendor Landscape: Online Video Platforms For Sales And Marketing

by Nick Barber
with Stephen Powers, Jaclyn Galan, and Peter Harrison
May 20, 2016
Table Of Contents
2 Ignore Video At The Peril Of Your Customer
Experience
If Youre Serious About Video, You Need An
Online Video Platform
3 OVPs Manage And Distribute Content And
Measure Engagement
4 OVPs Help You Push The Customer
Experience Envelope
5 Key Players In The OVP Market Support
Many Industries
Notes & Resources

Forrester interviewed 16 vendor and user
companies, including Adobe, Alcon Laboratories,
Allego, Brightcove, Consumer Technology
Association, IBM, Invodo, Kaltura, Lenovo,
Mediafly, Novartis, Ooyala, Qumu, Ramp,
uStudio, and Vidyard.
Related Research Documents

Brief: Dont Ignore 4K Like You Did 3D
Q&A: Why Online Video Matters For Digital
Financial Services
Traditional Vendors Now Support Sales And

Marketing
Sales-Focused OVPs Support Sales And
Marketing Needs
Next-Generation OVPs Differentiate With New
Capabilities
Freemium OVPs Can Help You Expand Your
Audience
Recommendations
11 Evaluate Pricing Models And Content

Migration To Choose An OVP
13 Supplemental Material
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA
+1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com
2016 Forrester Research, Inc. Opinions reflect judgment at the time and are subject to change. Forrester,
Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester
Research, Inc. All other trademarks are the property of their respective companies. Unauthorized copying or
distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378
May 20, 2016

Ignore Video At The Peril Of Your Customer Experience

If you think doing video means having a YouTube channel, then you need to up your game. Digital
video engages customers at each stage of their journey by informing, helping, and promoting brand
loyalty. While some types of videos fit into specific buckets for example, product videos and
360-degree videos fit squarely in the buy category other types permeate the process. Usergenerated content can help other customers discover a brand or product. Specifically, video:
Outranked other online activities for the first time in 2015. US adults spent 115 minutes per day
on digital video versus 104 minutes per day on social networks in 2015. Growth is exploding, too
up from 39 minutes per day on video in 2011.1 Without a strong OVP, you wont be able to compete.
Accounts for 50% of all mobile traffic. If youre not delivering it, youre missing a big opportunity
to engage with your customers and prospects.2 An OVP is crucial to supporting your companys
video needs because it takes care of the heavy lifting. When you hand off the content, it figures out
the best way to deliver it to a range of devices over networks of varying capacities.
Is a powerful medium to reach prospective customers. More than half (53%) of online adults
used video to research a recent purchase. And by 2019, eMarketer expects digital video ad
spending to reach $14 billion almost doubling from 2015.3
If Youre Serious About Video, You Need An Online Video Platform
To support video throughout the customer life cycle, most AD&D professionals need a unified platform
rather than a set of point solutions (see Figure 1). Point solutions lack the analytics, security, and
interactivity of an enterprise-class OVP. The lack of a platform strategy can also result in undefined
metadata and taxonomies that will zap search functionality and create a disjointed, frustrating
customer experience. If youre unhappy with your current OVP, youre not alone: 35% of global
software decision-makers are dissatisfied with their OVPs and looking to change. In addition to the
42% of software decision-makers who said that their firms have implemented or are expanding OVP
implementations, 18% are planning to implement OVPs in the next 12 months.4
2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.
Citations@forrester.com or +1 866-367-7378
May 20, 2016

FIGURE 1 Different Types Of Video Can Enhance Customer Experience
Brand videos
Viral content
Video blogs
Physical events
ENGAGE
DISCOVER
Social interaction
How-to and
do-it-yourself
Interviews
Client testimonials
ASK
Presentations
EXPLORE
Mini marketing
documentaries
In-depth tutorials
USE
User-generated
content
BUY
Product videos
Demos
360-degree product views
Quick-start tutorials
Personalized video
OVPs Manage And Distribute Content And Measure Engagement

At a minimum, an online video platform allows you to upload, store, and stream content (see Figure
2). Advanced features include autotranscription to strengthen SEO, cloud video editors to streamline
production, and customized content to increase engagement. Specifically, an OVP supports your efforts to:
Ingest and organize content efficiently. The ability to upload from a range of devices and
then search the library are among some of the most basic features of an OVP. These capabilities
are similar to those of enterprise content management (ECM) and digital asset management
(DAM) systems. In fact, some OVPs integrate directly with these platforms. For example, Kaltura
integrates with IBMs ECM product or with SharePoint.
Automate content distribution. Many OVPs have integrations with DAM and web content
management systems to support content creation, management, and publishing workflows.
Michael Ballard, the senior manager of business-to-business digital marketing at Lenovo, said that
his team is starting to experiment with customer profiles to dynamically serve the right video to the
May 20, 2016

right customer at the right time. OVPs can integrate with your customer relationship management
systems and apply rules to follow up with customers appropriately automatically sending an
email to a prospect if he or she watches more than 50% of a video, for example.5
Execute adaptive streaming seamlessly. A good adaptive streaming experience delivers video
without noticeable buffering. To avoid buffering, OVPs can deliver low-resolution video, but the
customer experience will be low, too. A great adaptive streaming experience will deliver highdefinition video with minimal buffering. Adaptive streaming chooses an appropriate video rendition
(a combination of resolution and bitrate) based on a users connectivity. Buffering is different from
latency, which is how much a video is delayed from the origin.
Uncover trends through big data and analytics. There is more to video analytics than pure
views. You need to know how long your viewers are watching, when they are leaving, and how they
engage socially. Vidyard notes that it is important to capture your audience for the first 15 seconds
because, after that, youre likely to keep it for the duration of your video.6
FIGURE 2 Content Flow And The Possibilities Of Enhanced OVP Capabilities
Upload
content
Manage
content
Transcode
Experience
design
Deliver
content
Rich
analysis
Name ______
Email ______
Content gating and
lead generation
Click here!
Hi <name>!
Interactivity and
calls to action
Personalization
OVPs Help You Push The Customer Experience Envelope

OVPs go beyond just ingesting, storing, and delivering video. By employing one, youre handing
off responsibility to an expert in an evolving space. In addition to base functionality, OVPs support
advanced functionality that will help you support sales and marketing teams, such as:
Live video for lead generation. Most OVPs offer an option for live streaming, which can be an
important part of your sales and marketing arsenal, particularly for larger events. In addition to
OVPs, there are live-only platforms like IBMs Ustream. Ustream makes it easy for anyone or any
business to produce slick, live video without the budget of a network broadcaster. Gating live video
for special events can be an efficient way to grow your database.
May 20, 2016

Sentiment analysis for user-generated content. Text transcription and natural language
processing can reveal customers likes and dislikes within user-generated content. Machine
learning can surface content that contains praise and mitigate the impact of negative content.
Brands are already using these tools on social media, and video should be no different.7
Personalization for customized experiences. OVPs support three types of personalization.
Manually curated playlists are the most basic type, and they put you in charge of organizing content
based on subject matter, viewer persona, video tags, and more. Autocurated playlists assemble
themselves based on keywords and tags. And the most advanced type is in-video personalization.
Lenovos Michael Ballard used Vidyards platform to deliver individually customized videos to 3,000
leads during a holiday email campaign. These videos included personalized elements, like a leads
name. He saw click-through rates jump 4.5 times the average, and viewers, on average, watched
78% of the entire video.
Interactive video for greater engagement. Interacting with video is about more than pushing the
play button. When the Consumer Technology Associations Sean Parker deployed video for the
companys 170,000-attendee International CES (formerly the Consumer Electronics Show), he used
uStudios player to overlay interactive elements like a show calendar and hotel options.
Key Players In The OVP Market Support Many Industries

The OVP space is no longer just for companies serving media and broadcasters (see Figure 3).
With customer relationship management integration and powerful analytics, OVPs help businesses
evangelize their messages. The four groups of OVPs traditional, next-generation, sales-focused, and
freemium serve different sections of the market (see Figure 4).
May 20, 2016

FIGURE 3 Online Video Platform Vendors Run The Gamut From Small Shops To Large Enterprises
Company
HQ location
Employees
Monthly streams
Enterprise
customers
14,000
105,000,000
350 to 500
Revenue
$4,795,500,000
Adobe
San Jose, Calif.
Allego
Needham, Mass.
50
10,000*
51
$9,000,000*
Brightcove
Boston
436
2,200,000,000
1,800
$135,000,000
Facebook
Menlo Park, Calif.
12,700
24,000,000,000
1,500*
$18,000,000,000
Invodo
Austin, Texas
73
4,000,000
13
$12,000,000*
Kaltura
New York
420
5,000,000,000
1,000
$60,000,000
Mediafly
Chicago
40
60,000
15
$5,020,000
Ooyala
Santa Clara, Calif.
550
600,000,000*
250*
$65,000,000*
$34,500,000
Qumu
Minneapolis
192
12,000,000
95*
Ramp
Ustream
Boston
Armonk, N.Y.
20
378,000
5,000*
80,000,000
23
500
$570,000*
$82,000,000,000
uStudio
Austin, Texas
25
20,000,000*
16
$10,000,000*
Vidyard
Kitchener, Ontario
120
50,000,000
73
$10,000,000*
Vimeo
New York
125*
50,000,000
100
$30,000,000
30,000,000,000
1,200*
$4,000,000,000
YouTube
San Bruno, Calif.
1,000*
*Forrester estimate
May 20, 2016

FIGURE 4 Online Video Platforms Have Various Capabilities To Fit Different Clients Needs
Content gating
Data collection/lead generation
Call to action
Quizzing during VOD or live
Related video suggestions
Chaptering
Push to Facebook
Auto-curated playlists
Not applicable
In-video personalization
Push to YouTube
Partner
Autotranscription for SEO/CC
Integration with CRM
Centralized analytics
Add on
Cloud video editor
User-generated content
User-curated playlists
Video-on-demand (VOD) library
Video review process
Live streaming
Built in
Adobe
Allego
Brightcove
Facebook
Invodo
Kaltura
Mediafly
Ooyala
Qumu
Ramp
Ustream
uStudio
Vidyard
Vimeo
YouTube
Traditional Vendors Now Support Sales And Marketing

Traditional OVP vendors originally supported the media and broadcasting world, but they have
expanded their platforms to support sales and marketing (see Figure 5). Their strengths lie in streaming
live and on-demand high-definition video to a range of devices over networks of varying capacity.
Because of their broad bases of clients, they are less likely to experiment, and this can frustrate
marketers who are looking to quickly deploy features. Traditional OVPs are a good option for highvolume, high-traffic content.
May 20, 2016

FIGURE 5 Traditional OVPs Have Grown Out Of Their Media/Broadcasting Roots To Support Sales And Marketing
Adobe
Reference customers
MGM Grand, Tumi, Verizon
Pricing model
Annual subscription with one- to three-year contracts; based on page views per
month for all sites and channels where users will consume video; base license
includes 10 TB of storage; additional storage available
Media ingestion
Batch upload existing assets via FTP or API or send a hard drive of video files
Deployment
On-premises, managed services cloud, and software-as-a-service cloud
Brightcove
Reference customers
AccuWeather, Gannett, Showtime
Pricing model
Annual contract; per-GB basis or flat annual fee with no overages
Media ingestion
API automates video ingestion
Deployment
All cloud storage
Kaltura
Reference customers
MetLife, Philips, SAP
Pricing model
Three-year contract; based on number of full-time equivalents
Media ingestion
FTP; dedicated scripts if moving from another online video platform; direct upload;
Aspera upload integration; API for YouTube ingestion
Deployment
Kaltura Cloud, on-premises, hybrid, eCDN
Ooyala
Reference customers
ESPN, Mashable, Telegraph
Pricing model
Contract; based on streams or subscriptions as determined by contract; initial

onboarding fee
Media ingestion
Ooyala team will migrate assets to system
Deployment
Stores assets in cloud, but customer preference determines deployment; vendor

did not disclose pricing for storage
Sales-Focused OVPs Support Sales And Marketing Needs

Sales-focused OVPs are a good option for organizations that arent looking to employ video beyond
sales and marketing operations (see Figure 6). These OVPs can deploy new features quickly because
of their smaller, narrower client bases. Generally, they dont support live broadcasts. You should
consider these vendors if you have niche sales and marketing needs.
May 20, 2016

FIGURE 6 Sales-Focused OVPs Support Niche Sales And Marketing Operations
Allego
Reference customers Calvert Investments, Clarabridge, John Hancock Insurance
Pricing model
Contract; based on number of users and functional models
Media ingestion
Available via drag-and-drop upload through web application
Deployment
Cloud; included in cost
Invodo
Reference customers AutoZone, Dicks Sporting Goods, Toys R Us
Pricing model
Annual or multiyear enterprise contract; based on combination of hosted videos

and site traffic
Media ingestion
Upload via content management professional services
Deployment
Cloud only; storage costs included
Ramp
Reference customers Blue Cross Blue Shield, General Electric, Intel
Pricing model
Master service agreement; based on number of users
Media ingestion
Bulk upload via SharePoint
Deployment
Cloud
Next-Generation OVPs Differentiate With New Capabilities

Next-generation OVPs have smaller staffs and fewer users for each install but are more likely to
launch experimental capabilities as a way to differentiate (see Figure 7). The vendors tend to be more
responsive to client suggestions. For example, Lenovos Michael Ballard thought a key metric inside
Vidyards dashboard was missing. He mentioned it, and within three days Vidyard added it. But these
vendors scalability remains untested. And while their philosophies may be progressive, their pricing
schemes arent; most require multiyear contracts.
May 20, 2016

FIGURE 7 Next-Generation OVPs Embrace New Capabilities
Mediafly
Reference customers Charles Schwab, NBCUniversal, PepsiCo
Pricing model
Annual or multiyear contracts; based on number of users at $50/user for 50 to 200

users with custom pricing beyond that
Media ingestion
Upload via web application
Deployment
Cloud; included in cost
Qumu
Reference customers Dell, Visa, Vodafone
Pricing model
Three-year contract; based on users and add-on modules
Media ingestion
Variety of bulk upload utilities
Deployment
On-premises, cloud, or hybrid
uStudio
Reference customers Alcon Novartis, EMC, Universal Music Group
Pricing model
Contract of one to three years; based on licensed modules, per video/user fee, and
data plan for storage and streaming
Media ingestion
Automated ingestion through web, mobile, APIs, FTP, RSS, or sync technology
from YouTube or other destinations
Deployment
Cloud, on-premises, or hybrid
Vidyard
Reference customers Honeywell, Lenovo, Salesforce
Pricing model
Annual contract; based on number of videos hosted and platform features enabled
Media ingestion
Core pricing includes onboarding; automated processes for ingestion from

YouTube and other third-party online video platforms
Deployment
Cloud
Freemium OVPs Can Help You Expand Your Audience

Freemium OVPs offer some capabilities for free with the option to upgrade to a paid service (see Figure
8). Freemiums are important because their social reach will expand your audience beyond what your
paid OVP can offer. While this segment is a good start for content experimentation, youll likely find
yourself longing for the features of a paid platform. These services lack the security, customization, and
analytics that vendors in the other categories provide. Freemium should be a part of your strategy, but
not the only part.
10
May 20, 2016

FIGURE 8 Freemium OVPs Help You Expand Your Audience
Facebook
Reference customers Lexus, Nike, Oracle
Pricing model
No contract; free to upload, store, and stream; brands can pay for sponsored
content to increase circulation
Media ingestion
Firms must upload and manage video manually
Deployment
Cloud
Ustream*
Reference customers Georgetown, NASA, TechCrunch
Pricing model
No contract; based on hours of live broadcast ranging from $99/month to

$999/month; Align Business costs from $299 to $499 for up to 50 viewers
Media ingestion
Ingests live video via web interface
Deployment
Cloud
Vimeo
Reference customers Airbnb, Etsy, Foursquare, Zaguto
Pricing model
Free for basic usage, no contract regardless; paid version based on weekly videos
uploaded at $199/year for 20 GB/week and $399/year for up to 3 TB/week
Media ingestion
Manual upload via web interface
Deployment
Cloud
YouTube
Reference customers CNN, GoPro, The White House
Pricing model
No contract; uploading and storing content is free; content monetized on your behalf
Media ingestion
Batch upload via YouTubes web interface, but firms must enter metadata manually
Deployment
Cloud
*IBM acquired Ustream and is still integrating it into its portfolio. For now, it will remain in the freemium
section and may adjust after more time in the market.
Recommendations
Evaluate Pricing Models And Content Migration To Choose An OVP

Doing video well, generating actionable analytics, and ultimately promoting your brand can only
happen if you partner with an enterprise-class OVP. OVPs sit at the intersection of content and
technology, and your decision as an AD&D professional will impact the public and private perception of
your company. When planning your OVP strategy, you should:
Choose the correct pricing model. Per stream, per account, all you can eat, contract, or pay as
you go? If signing on with an OVP sounds similar to shopping for a smartphone, thats because it
is. Once you assess your needs, youll be able to better evaluate the buying process. If youre a
11
May 20, 2016

distributed company with multiple divisions creating content, then it would be better for you to pay
per account. If youre a large consumer brand that expects to drive millions of views, then a perstream price could offer a better deal.
Evaluate content migration capabilities. How will you migrate your existing library? Choose a
vendor that makes it easy to ingest content and metadata as part of a batch-upload process.
Include a freemium OVP as part of your strategy. Because of their deep social reaches, a
freemium OVP is a must-have for your strategy. Facebook, Ustream, and YouTube offer easy
deployment, wide reach, and good analytics. If youre looking to produce live video, Ustreams
platform can have you up and running in a few minutes. Facebooks new Live API enables you
to create high-end live broadcasts or quick and easy ones from a smartphone. Watch time on
YouTube has grown 50% year over year, and the number of people watching YouTube per day is up
40% since 2014.8 YouTube lets you use annotations for calls to action, and freemiums will help you
expand your audience; most OVPs let you push content to YouTube and then pull in the analytics.
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May 20, 2016

Supplemental Material
Survey Methodology
Forresters Global Business Technographics Software Survey, 2015, was fielded to 3,651 business
and technology decision-makers located in Australia, Brazil, Canada, China, France, Germany, India,
New Zealand, the UK, and the US from companies with two or more employees. This survey is part of
Forresters Business Technographics and was fielded from July 2015 to August 2015. ResearchNow
fielded this survey on behalf of Forrester. Survey respondent incentives include points redeemable for
gift certificates. We have provided exact sample sizes in this report on a question-by-question basis.
Forresters Business Technographics provides demand-side insight into the priorities, investments, and
customer journeys of business and technology decision-makers and the workforce across the globe.
Forrester collects data insights from qualified respondents in 10 countries spanning the Americas,
Europe, and Asia. Business Technographics uses only superior data sources and advanced datacleaning techniques to ensure the highest data quality.
Companies Interviewed For This Report
Adobe
Lenovo
Alcon Laboratories
Mediafly
Allego
Novartis
Brightcove
Ooyala
Consumer Technology Association
Qumu
IBM
Ramp
Invodo
uStudio
Kaltura
Vidyard
Endnotes
Source: Amanda Walgrove, The Explosive Growth of Online Video, in 5 Charts, Contently, July 6, 2015 (https://
contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/).
Source: Merchants 2015 Digital Marketing Predictions, Merchant Marketing Group blog (http://
merchantmarketinggroup.com/blog/archive/merchants-2015-digital-marketing-predictions/).
Source: Mobile Video Ads Drive Brand Awareness, Engagement, eMarketer, January 14, 2016 (http://www.
emarketer.com/Article/Mobile-Video-Ads-Drive-Brand-Awareness-Engagement/1013464).
Source: Forresters Global Business Technographics Software Survey, 2015.
For more on OVP integration, see the Market Overview: Online Video Platforms For Sales And Marketing Forrester
report.
13
May 20, 2016

Source: Dan Nedelko, 4 video marketing metrics you cant live without, Vidyard blog, May 9, 2013 (https://www.
vidyard.com/blog/4-video-marketing-metrics/).
For more on text transcription and natural language processing to enhance the customer experience, see the Trends
2016: The Future Of Customer Service Forrester report.
Source: Statistics, YouTube (https://www.youtube.com/yt/press/statistics.html).
14
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