HOW MILBON CLAIMED MORE MARKET SHARE WITH VIEWER ENGAGEMENT [Video]

As the video channel popularized, Milbon’s digital marketing team raised several key concerns. For one, the video platform proved less than practical in terms of data management. It was difficult to organize its numerous video assets, and as a result, viewers were having a hard time searching for specific videos. Also, the ad-supported channel featured irrelevant commercial content—advertisements were in no way applicable to the Milbon brand or its products. Third, in terms of technical prowess, the platform fell flat. Uploads were time-consuming, playback speeds were slow, and video performances were inconsistent at best. Finally, the platform offered zero analytical data, and Milbon’s video marketing team had no way to test creative output. Plus, adding an analytics function to the existing platform would be an expensive investment.

After five years and much consideration, Milbon refocused its video marketing efforts and adopted Brightcove Video Marketing Suite as its platform of choice, …