Customisable, targeted video the only future for marketers, says specialist

September 13, 2016 4:34

Businesses seeking to capitalise on the rise of video as an available everywhere opportunity have to get their entire organisations across it or risk being left behind, says Brightcove’s Linda Crowe.

Crowe, the global vice president of digital marketing solutions at video specialist Brightcove, told Mumbrella video was only at the very early stages of its potential, likening it to the very first days of the web.

“I have seen a number of different innovations in the technology sector and with video it feels a little like the early days of the web where companies were realising that they needed to adopt that technology,” Crowe said.

“They were wading into the waters and some of them were figuring it out quickly and doing it well and others were wading in later and not doing it well. That’s a little bit of what it feels like today, people and companies are realising they have got to get on this bandwagon.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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