On its own, video is already an engaging and compelling medium to tell stories, communicate information, and connect with an audience. In recent years, advances in interactive technology, personalization, and embedded calls to action have only enhanced the power of video for engagement of enterprise users spanning media, marketing, sales organizations, and human resources.
If you missed it, on October 14, 2021 we announced an agreement to acquire the technology of our long-time partner, HapYak. Brightcove is proud to welcome HapYak, a leader in the video interactivity market, to the family. Through an integration of HapYak’s technology, Brightcove customers can implement interactive features into existing and new video content.
With HapYak’s technology as part of Brightcove’s solution, users can customize video assets at scale with exciting interactive features, including:

Clickable hotspots: Add URLs at any point in your video to drive traffic to unique destinations.
Forms: Include forms as an overlay to your video and capture individual viewer information in the moment.
Shopping cart purchases: Make your videos shoppable and enable in-video purchases. With a single seamless click, without leaving the video player, your customer can shop and you can make revenue.
Quizzes: Collect individual viewer data and preferences by embedding quizzes within your video player.
Choose-your-own adventure paths: With branching technology, you can link between videos and allow your viewers to create their own experience as they choose their next piece of content (all while collecting data on what they choose next!)
Customized calls-to-action: Include the call-to-action that makes the most sense for your goals and audience: buy now, sign up, subscribe, download, schedule an appointment, and more.

With so many interactive touchpoints within a single video asset, Brightcove is proud to offer additional analytics powered by HapYak’s technology enabling our customers to analyze online video performance with unique audience feedback from polls, personalized calls to action, and data from clickable links. These granular insights are powerful indicators of engagement and intent and when integrated with other marketing technology solutions like marketing automation, web analytics, and back office platforms, these unique insights drive increased lead quality, MQLs, and conversion rates.
To learn more about how Brightcove and HapYak can help you make your videos more interactive, visit our product page.

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A Reflection of Place
At Brightcove, we exist to connect communities through video. So, naturally, we take our place in our communities seriously. From the universe of people watching videos, the customers who rely on video to reach their audiences, our employees and their families, to the local communities where we work — we are dedicated to respecting people and our environment.
Our commitment to people and the environment has been part of the company culture for as long as we can remember. Over time, each part of the organization adopted practices to support these commitments. We’ve had policies and procedures in place to promote diversity and prevent discrimination and harassment. As a technology company selling software, we’ve had relatively low carbon emissions. We’ve worked in environmentally-conscious buildings, which are accessible via public transportation wherever possible.
These efforts were inherent to Brightcove, but they existed primarily in principle and not in form. We had no way of explicitly sharing our commitment with our employees, customers, or communities. That’s where the idea of formalizing our environmental, social, and governance practices came in.
But, how?
There are myriad reasons to get on the ESG train: It’s trendy. It’s viewed favorably by customers. It helps to retain and attract talent. It’s viewed favorably by investors, etc. When asked to help develop Brightcove’s ESG program, my mission was to create programs to further our positive social and environmental impact, both internally and in our community, in a manner that is authentic to Brightcove’s culture.
We brainstormed numerous things that Brightcove could do, and logged infinite possibilities that could make a difference. Labor rights policies, resource use policies, supply chain responsibility policies, climate change strategies, business ethics practices, waste intensity disclosures, human trafficking and slavery audits…the options can spin a burgeoning ESG program out of control.
To maximize our impact, we’ve restrained ourselves from taking on every opportunity at once. Instead, our approach is a measured one. We’ve surveyed the current state of Brightcove’s humanitarian and environmental efforts and unearthed tendencies towards transparency, employee development, honoring differences, and employee-powered sustainability practices. Our first step is to memorialize these realities, making them known and ensuring that we do not back away from what has already become part of Brightcove’s essential culture.
A conscious, authentic business
Today, we launched Brightcove’s ESG webpage, which shares our approach and keeps us accountable. It reflects initiatives that are real and meaningful for our company:

Board diversity
Shouldering the responsibility to protect personal data
An ongoing, transparent dialogue between management and employees
Practices and training to promote diversity, equity, inclusion, and belonging among our employees

Through the ESG program, we are motivated to do more. The program – our efforts – will constantly evolve as we evaluate and reevaluate how we can make the most substantial impact in our communities. We’ve only just hit “play” and eagerly anticipate the strides Brightcove will make as the program develops. You can learn more about it here – and check back soon to keep up with our progress.

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Brightcove has been partnering with technology providers for years to deliver innovative business outcomes with video. Officially launched on September 28 at PLAY ‘21, the Brightcove Marketplace formalizes and evolves our technology partnership program. The Marketplace enables us to accelerate our platform innovation by tapping into technology advancements from our partners and their bespoke solutions.
A Marketplace for our customers
The Marketplace makes it easy for customers to discover and add functionality to the Brightcove platform to solve their specific business challenges. For each listing on the Marketplace, we emphasize the benefit of the integration to customers and clarify how it works. Additionally, each integration identifies the APIs it uses and the specific Brightcove products it works with.
According to Rajan Shah, VP of Technology Partners & Integrations at Brightcove, “With the Brightcove Marketplace we are addressing the ever-evolving needs of our customers in their video execution journey. We are marrying the rich value of our platform with other leading technologies in the video ecosystem and facilitating a more meaningful engagement.”
Ways to experience the Marketplace
The Marketplace takes the form of a centralized hub of integrations and is readily accessible from brightcove.com and also via all Brightcove Video Cloud accounts. You can see a demo by catching up on the PLAY ‘21 session “Meet the New Brightcove Marketplace.”

A breadth of video solutions are represented in the Marketplace. There are a couple of ways to navigate and explore the integrations:

Search using the solution categories
– Each integration is labelled and classified by our solution categories. Each category represents a well-defined subset of the video technology market. You can click on each of the categories from the navigation column on the left of the Marketplace home page.

Explore integrations that align with your business goals
– Front and center on the Marketplace is a drop-down menu of business objectives such as “monetize my content” or “train and engage my employees.” The Marketplace makes it easy to discover and connect with partners whose integrations can support your goals.

Keyword search
– The search bar at the top of the Marketplace allows you to search for what you’re looking for using keywords.

If you are unable to find the right solution to meet your needs, the Marketplace will prompt you to get in touch with us. We welcome your input and the opportunity to connect so we can understand your business goals for video.
In addition to integrations from our partners, the Marketplace also features Brightcove-powered integrations we have built and support in-house. Spanning numerous solution categories, these integrations are especially useful for connecting Brightcove with widely used automation, e-commerce, analytics, and content management platforms.
What are our partners saying?
More than 60 integrations are currently listed in the Marketplace. Here are observations from two of our integration partners:
“As a long-term Brightcove partner, we’re excited to be part of the Marketplace. We think it is the best way for customers to enhance every aspect of end-to-end video on the Brightcove platform,” says Kevin Quan, Chief Marketing Officer at Ramp. Brightcove and Ramp have partnered together to integrate Video Cloud and Ramp eCDN solutions to manage the flow of video inside the corporate firewall and deliver a great viewing experience for enterprise customers.
Brightcove-certified plug-in works with all Ramp eCDN solutions (OmniCache, Multicast+ and Ramp P2P)
“Brightcove is IRIS.TV’s longest-standing partner and has plug-ins that make integration turnkey,” remarks Rohan Castelino, VP of Marketing at IRIS.TV. The company provides a seamless tech integration of their video recommendation solutions into Brightcove Player and content management system. Joint customers of Brightcove and IRIS.TV benefit from increased subscriber yield, user engagement, and retention.
IRIS.TV’s video recommendation player plug-ins with Brightcove
It’s only just the beginning
The Marketplace launched with 40+ integrations, and in the few weeks since, we have seen a 29% growth in the number that are available. Have an integration you’d like considered for inclusion in the Marketplace? It’s easy – you can submit it here. The Brightcove Marketplace will continue to grow in the coming months and years, allowing us to deliver greater value and new video experiences to our customers. We can’t wait to see the new capabilities our incredible partners come up with.
Find new ways of leveraging video to support your goals in the Brightcove Marketplace.

To view our Partner blog, click here