10
Key Considerations
for a Successful Online Video Strategy
We are coming to expect quality video in all our digital experiences – from online
shopping to on the job training. However, as video technology has become more
ubiquitous, it has also become more complex. To deliver a quality experience
to users, regardless of their device and connectivity, you need a holistic video
strategy. We’ve tapped into our experience to present the top issues you must
address to ensure a successful online video strategy.
1.Can you afford to ignore video in your communication strategy?
Research shows that video consumption positively impacts site engagement
and click-through rates. If you are not leveraging online video, then you are
missing an opportunity – one that your competitors may be embracing.
THE
2.Do you see online video as an opportunity – or yet another headache?
Creating and delivering engaging online video is no small feat. The right
partners can help you tame the complexity and make your video content
accessible live or on demand on all devices.
KEY CONSIDERATIONS
FOR ONLINE VIDEO
3.How do you plan to reach your audience on multiple devices?
Video technology keeps changing. To keep pace, look for a media platform
Video will represent
86% of all consumer
Internet traffic
by 2016.
partner who is an active and recognized participant in key initiatives such as
– Cisco VNI 2012.
In our hyperconnected world, you need to be prepared to reach viewers
on all end devices across connected networks. This includes transcoding/
transmuxing, integrated content security solutions, and technologies that
enable monetization.
4.Is your media platform provider an innovator – or a follower?
MPEG-DASH and network-side targeted ad insertion.
5.Does your media platform offer solutions – or a toolkit?
Ideally you don’t want to build your own video-centric datacenters or establish
and maintain an internal team of video experts. Look for trusted partners who
can address as many of your needs as possible to reduce your headaches.
10 Key Considerations for a Successful Online Video Strategy
6.Can you measure the effectiveness of your video?
To ensure an effective video strategy, you need to measure the playback
experience. Look for a media platform solution that includes analytics tools,
providing insight into real-time quality as well as viewer preferences.
7.Is your media platform flexible to your workflor or “one-size-fits-all”?
A media platform solution must be able to map to your workflow — not
require you to map to theirs. Look for solutions with modular elements,
varying levels of content security, and choices of best-in-breed technologies.
8. Can your provider handle your long-term audience growth?
To scale instantly, look for a platform based on a distributed architecture. Your
Viewers start
abandoning a video
if startup takes longer
than 2 seconds to
start playing.
– Akamai 2012, “Maximizing Audience Engagement:
How online video performance impacts viewer behavior
platform provider will need to keep up with the expected growth rate in online
video consumption.
@Akamai #OnlineVideoStrategy
9.Does your media platform understand the entire online experience?
As the lines between entertainment and eCommerce blur, you must be ready to
support new consumption models, including primary screen and second-screen
engagement. Look for partners who can address media, Web, and mobile.
Share on Facebook
Post on LinkedIn
10.Is your media initiative protected?
You need to secure your content, along with your ability to deliver that
content. Any solution that does not address both needs is incomplete,
and risks damaging your brand.
As you finalize your online video strategy, consider Akamai’s media delivery solutions, which leverage the Akamai
Intelligent Platform to provide high quality, scale and real-time optimizations specific to the device, operating system
and connection of each user. To learn more, visit our Web site for access to valuable whitepapers on topics like
Quality Video Streaming in a Hyperconnected World.
Download the PDF at: www.akamai.com/media
Akamai® is the leading cloud platform for helping enterprises provide secure, high-performing user experiences on any device, anywhere. At the core of the company’s solutions
is the Akamai Intelligent Platform™ providing extensive reach, coupled with unmatched reliability, security, visibility and expertise. Akamai removes the complexities of connecting
the increasingly mobile world, supporting 24/7 consumer demand, and enabling enterprises to securely leverage the cloud. To learn more about how Akamai is accelerating the
pace of innovation in a hyperconnected world, please visit www.akamai.com and follow @Akamai on Twitter.
Asia Pacific Headquarters
1 Raffles Place, #16 – 61 One Raffles Place, Singapore 048616
Tel +65.6593.8700
Fax +65.6593.8799
European Headquarters
Pfingstweidstrasse 60, 8005, Zurich, Switzerland
Tel +41.43.210.91.00
Fax +41.43.210.91.01
North American Headquarters
8 Cambridge Center, Cambridge, Massachusetts, United States 02142
Tel +1.617.444.3000
Fax +1.617.444.3001
©2013 Akamai Technologies, Inc. All Rights Reserved. Reproduction in whole or in part in any form or medium without express written permission is prohibited. Akamai and the Akamai wave logo are registered
trademarks. Other trademarks contained herein are the property of their respective owners. Akamai believes that the information in this publication is accurate as of its publication date; such information is subject
to change without notice. Published 05/13