Brightcove, a company known for its video streaming and analytics technology, has introduced a new feature within its video insights platform: Marketing Insights. The addition is designed to help marketers assess the impact of video content more precisely by providing data on video performance and audience engagement.
Marketing Insights enables users to trace the origins of video views through UTM tracking, offering details on how videos reach viewers and which marketing campaigns generate the most engagement. This level of measurement has been challenging for marketers to achieve, often leading to broader industry efforts to improve video ROI tracking.
Brightcove’s Chief Marketing Officer, Kathy Klingler, emphasized the importance of understanding video performance in a data-driven marketing landscape. “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,” she said. According to Klingler, the tool can help bridge the gap between video engagement and actual business outcomes, potentially giving brands clearer evidence of content effectiveness.
“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”
The Marketing Insights product operates within Brightcove’s broader analytics suite and integrates with leading marketing automation platforms, allowing for a consolidated view of video performance alongside other campaign data. This integration means users can review insights from diverse platforms within one system, simplifying analysis and potentially aiding in the optimization of campaign strategies and resource allocation.
The tool’s functionality includes the capability to capture data such as viewer watch time, engagement levels, and which sources or campaigns drive “qualified” views—viewers more likely to engage with or respond to content. By incorporating UTM links within its video player, Marketing Insights allows for in-depth traffic source data directly linked to video metrics. Scott Levine, Brightcove’s Chief Product Officer, underscored the significance of this feature, noting that it helps brands visualize ROI from specific marketing channels in a way that traditional UTM tracking might not.
“By providing actionable insights, we’re helping our customers understand what drives audience engagement and how to optimize their marketing strategies,” Levine stated, adding that the integration is designed to simplify campaign adjustments and streamline budget decisions.
Marketing Insights joins Brightcove’s suite of AI-driven tools, which includes Audience Insights for media and publishing clients. Together, these tools form part of Brightcove’s larger effort to support data-informed marketing practices through specialized analytics designed to cater to varied business sectors. The new offering also arrives amid an industry shift toward data-driven video marketing, where understanding viewer behavior and linking it to business outcomes have become essential for brands trying to maximize the return on video production costs.
As part of the Marketing Studio premium package, Marketing Insights reflects Brightcove’s push to capture a broader slice of the growing video marketing technology market. The company, which operates in over 60 countries, has garnered industry recognition with two Technology and Engineering Emmy® Awards, and it continues to expand its analytics offerings to keep pace with marketer demands for precise, actionable insights in a competitive digital landscape.
This launch highlights a wider industry trend toward sophisticated measurement tools in digital marketing, particularly as businesses invest more heavily in video content. With digital video ad spend expected to continue growing, tools like Marketing Insights could become integral for marketers looking to demonstrate content-driven results in an increasingly data-centric field.