New Capabilities Enable Customers to Securely Pass and Track Viewers from Marketing Automation and Virtual Event Platforms into Broadcaster Live Webcasts
MediaPlatform today announced new workflow and integration features that simplify the ability for marketing and event teams to use its flagship, next-generation live webcasting platform – MediaPlatform® Broadcaster – to produce high-production value live webcasts for virtual events.
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MediaPlatform initially saw a four-fold increase in video usage when the Covid-19 pandemic forced the shift to work-from-home. Since then, the cancellation of most in-person trade shows and events is driving demand from marketing business units – familiar with Broadcaster quality from CEO town halls – to use the platform for marquee live events that must now be held virtually online.
“Although, at least for now, trade shows and events can’t be held in person, they are a vital business generation tool, particularly for B2B companies,” said Mike Newman, CEO of MediaPlatform. “The marketing business units have tasked our IT customers to find a way to build virtual events using Broadcaster, and today we’re responding with the first in a series of feature sets that will allow Broadcaster to be used for virtual events as well as premium, secure internal communications,” Newman said.
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The new Broadcaster release includes new features and workflows that enable Broadcaster users to easily pass through user authentication from third-party systems – such as Marketo or Cvent – directly and securely into a Broadcaster webcast. The integration eliminates the need for viewers to register twice, and allows for MediaPlatform to track each user to the events they’ve attended and the actions they’ve taken – from length of time viewed to their responses to surveys, polls and Q&A. These per-event viewer behaviors can be used to score and profile viewers for segmented, profile-based lead nurture and sales outreach activities.
Through MediaPlatform’s Video Business Intelligence platform (VBI), MediaPlatform can also track the quality of experience for each viewer and provide detailed, player-side performance analytics that can be used to evaluate the success of each online live event.
The new virtual event features follow the recent announcement of Broadcaster integration with WebRTC peering leader, Peer5, adding to existing support for Hive and Kollective peering. MediaPlatform, a Leader in the Gartner Magic Quadrant for Enterprise Video, also has recently been named a Video Engine by Wainhouse Research and a top video player alongside Zoom, Cisco, Microsoft and IBM in reports by Global Market Insights, Market Study Report LLC and DATAINTELO.
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