Brightcove Adds UTM-based Ad Impact Measurement Tool

Streaming technology company Brightcove has launched a new offering called Marketing Insights, part of its broader video insights and analytics platform. Users will get advanced insights and 'robust' video campaign impact measurement data.

The Boston, USA-based firm creates streaming technology solutions to connect companies and their audiences across devices and locations, and in 2022 bought audience insights company Wicket Labs. In summer 2023 it unveiled a solution called Ad Insights, to help media companies link ad intensity, viewer engagement and tolerance across channels and regions; and in March this year it added Publisher Insights, providing real-time analytics specifically for news organizations and others with rapidly updated content.

The newest arrival, Marketing Insights, is part of the Marketing Studio premium package and allows marketers to track data from inbound traffic to their videos, capturing viewer origins through UTM parameters and analyzing which campaigns are driving video views and conversion. The data includes analysis of video content effectiveness, viewer engagement and watch time.

'We've transformed the traditional concept of UTM links', says Chief Product Officer Scott Levine (pictured), '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... This integration simplifies campaign optimization and budget planning, making it faster and more efficient than ever'.

Web site: www.brightcove.com .