Online video plays a critical role in how global brands are building relationships with their consumers. With a majority of online visitors opting for video over text (Adobe 2016 State of Content Report), the potential for online video is clear: it can effectively drive clicks and conversions, turning casual consumers into loyal customers.
Investment in digital-video production is growing. However, without a unified platform to manage and deliver rich media, it becomes increasingly costly and challenging for businesses to manage the growing number of video renditions and associated rich media across different enterprise systems for digital-asset management, online-video distribution, and web-content management. Brands need an approach to create the most compelling video content and deliver personalized experiences at the velocity needed to stay relevant in the moment.
Most offerings in the market are still silo’ed and are still falling short of addressing the demands of brands and their customers. Marketers face several challenges throughout the video lifecycle, including: 1) efficiently planning and collaborating with multiple teams and agencies during the video production process, 2) finding, managing, and controlling video use and re-use across multiple channels and geographies, 3) delivering interactive video optimized for any screen, including mobile sites and apps, and 4) understanding and improving video ROI (return on investment) with the ability to gain insights with video-engagement analytics.
Adobe Experience Manager (AEM) is a unified place where owned, digital experiences — from websites to mobile apps to in-venue screens — can be managed, delivered, and optimized. Adobe Experience Manager Assets is a complete solution for managing and delivering all rich media — including video — to any screen, enabling businesses to take high volumes of campaign and product content to market faster and at scale.
As an example, Verizon Wireless is using the video capabilities within AEM to add video to online sales, customer support, and brand webpages and mobile properties. “We’re delivering video at critical decision points — both before and after a consumer becomes a customer,” said Chris Hansen, Internet sales operations, Verizon Wireless.
Here is how we are innovating to help marketers drive content velocity with interactive video:
Streamline Video Planning and Production:
Oftentimes, video production involves coordinating with multiple teams, agencies, and specialists to go from video concept to final cut. This can involve complex task and project management to ensure that video projects get produced on time and within budget. Adobe Experience Manager Assets allows marketers to efficiently collaborate with creative professionals on pre-production video tasks — such as delivery of creative briefs, storyboards, video scripts, set location, and post-production review and approvals — through the creation of projects, teams, and customizable workflows. Project managers can view task completion and fix any issues to ensure that all projects are running smoothly.
Once the video is produced, content managers can send the video through multi-step review and approval processes. Reviewers can preview, annotate, and comment on the video within a frame. All comments are searchable and can be viewed by workgroups.
Video editors can make changes to the video, and by saving changes, automatically update the version in Adobe Experience Manager Assets as well. Experience Manager Assets comes with Creative Cloud desktop integration that enables video producers and editors to work within Adobe Premiere Pro and save video assets directly from Creative Cloud into Experience Manager Assets with shared folders. Once approved, the video can be sent for encoding and publishing.
Find, Manage, and Use Video Content:
One of the biggest challenges a unified digital-asset repository solves is the difficulty to find and use video assets across channels. Experience Manager Assets gives marketers the ability to import, assign, and update video metadata to enhance video search and find-ability across the broader organization. Video metadata can be imported from Adobe Premiere Pro, inherited from folder structure on upload, and added manually with tags. It can include custom metadata as well such as asset-usage rights, YouTube publishing channels, and expiration dates.
Adobe Experience Manager Assets manages all media associated with a campaign (videos, images, thumbnails, PDFs, text, metadata, etc.) so that it can be managed and delivered as part of an integrated marketing campaign. This allows extended teams to search for videos using facets or keywords and share smart collections or folders of videos and related campaign assets for distribution across channels.
Deliver Interactive Video Content to Any Screen:
Many organizations in a variety of industry verticals — including retail, travel, consumer product, and B2B — are looking for ways to use video to convert casual customers into loyal buyers. Interactive video allows nontechnical marketers to author and deliver shoppable video experiences at scale, to any screen, quickly and more cost effectively than ever before.
Interactive video allows marketers to map image thumbnails to landing pages, lead-generation forms, product-detail pages, and buy buttons at defined points, all from a simple drag-and-drop user interface (UI). A scrolling side panel and call to action intuitively features the products or services shown in the video, allowing customers to shop without disrupting the video-playback experience. With the AEM Sites and Commerce integrations that are available in the new AEM, you can search for a Sites page to link thumbnails to and link directly to relevant product details, all from the same UI. Watch a demo of how it works here.
Publishing video to your sites or mobile apps is drag-and-drop simple with Adobe Experience Manager Sites components, embed codes, or URLs. HTML5-responsive video players are available out of the box, and adaptive video streaming allows organizations to automatically deliver the right video format at the right quality for each screen. Using device and bandwidth detection, video is adapted in real time for smooth playback.
You can configure video players to meet branding needs via a visual viewer editor or use the software development kit (SDK) to create custom players. You can also use video workflow to create captions within videos that can be localized and played via geo-location detection. Links to share video via popular social media sites are available within the players.
Optimize Video Content Using Engagement Analytics:
Understanding video-consumption trends can help video producers create more effective content for your audience. The video analytics and optimization capabilities include out-of-the-box reports on viewing trends, video engagement, and performance. Integration with Adobe Analytics and Adobe Target allow for more detailed testing and optimization across all marketing channels.
Adobe Experience Manager Assets comes with reports on video performance and user engagement. You can easily discover trends related to video use and drop off. In addition, you can measure and analyze video’s impact on conversion and other key metrics throughout the customer journey through integration with Adobe Analytics. Utilizing Adobe Experience Manager and Adobe Target together allows marketers to test different video-content variations and deliver targeted video content to various audiences and geographies.
Customer experience is becoming a critical business priority. Brands need new technologies to transform to experience-driven businesses. They have to marshal relevant content faster and use it to drive connected experiences. With Adobe Experience Manager Assets, you can manage and deliver all rich media — including video — to any screen, enabling your organization to take high volumes of campaign and product content to market faster and at scale.