How Aberdeen Asset Management is using video in the cloud to drive engagement and increase market exposure

  • Paul Herdman, Vice President at EMEA Qumu

  • 16.07.2018 11:45 am
  • undisclosed

To most organisations this should sound like a question with an obvious answer - a good live streaming event usually means clear audio, a decent picture and a tolerable amount of buffering. But the real question should be “Do decision-makers in Global 2000 companies know how truly impactful their live streaming events can be with the right technology?” 

There is no typical enterprise video environment but this simple and easy-to-digest Infographicshows data gathered directly from actual user case studies and experiences with live streaming platforms and is an example of what any organisation should expect in terms of performance with a live broadcast. Provided the right tools are in place.

So, what makes a live performance impactful?

Scale is manageable

A live broadcast to 30,000+ viewers with no lag time may seem like a stretch but it really isn’t. With a well-designed enterprise content delivery network (eCDN) that scales with your live video event needs, achieving this level of reach can be a weekly or even daily occurrence. Performance issues with video are not only inconvenient, they also cause a steady decline in live attendance numbers. But with the right system in place and no lag time or outages, attendance of your live video events will actually grow.  And if your enterprise video platform can integrate seamlessly with your Microsoft ecosystem, employees can discover, share and discuss live video events right in their day-to-day collaboration systems.

Success of a live event lives on

As enterprise video technology continues to improve, so do the numbers for post-event (on demand) viewing. Within the Global 2000, more than 50,000 post-event views for one archived video event is becoming not only achievable but expected. And here’s the best part: high attendance numbers for a live event increase on-demand video views! A positive live experience drives word-of-mouth views across the organisation, plus many of the highly engaged live viewers will return to the archived asset for one or more on-demand views. This is how organisations achieve an overall Comprehension Rate on live events of close to 70%. It’s all about engagement.

Everyone is included – and engaged

A good enterprise video platform doesn’t leave anyone out. The right enterprise video platform can support dozens (if not hundreds) of locations across multiple countries. Plus, mobile viewing is becoming the norm with remote workers increasingly attending live events via their smart phone or tablet while at home or on the road. Inclusion creates engagement, and engagement leads to live feedback. When was the last time your live event generated over 200 live audience questions?  While you may not be able to respond to that kind of question volume during the event itself, questions create interaction—as well as a great reason to follow up with your audience immediately after the event. 

So, what is your organisation’s vision of live event success? It may be time to change your strategy as to how you can implement a system capable of reaching multiple remote locations, countries and thousands of attendees, supporting more than one language, achieving 0 lag time or buffering – and much more.

Aberdeen Asset Management case study

One of Europe’s largest public, pure-play investment management group, Aberdeen Asset Management operates in 38 offices and investment centres in 25 countries. 

With tightening legislation around customer and employee gifting, financial institutions are finding new and inventive ways to execute marketing initiatives. And for innovative companies like Aberdeen Asset Management, live video is becoming an increasingly effective way of delivering value.

Sponsors of the men’s and ladies’ Scottish Opens as well as numerous high-profile golf professionals, Aberdeen Asset Management recently hosted a Live Golf Masterclass with 8-time European Order of Merit winner, Colin ‘Monty’ Montgomerie OBE.

Presented by BBC Golf Correspondent Iain Carter, the session was broadcast live via Qumu Cloud from the highly exclusive Wisley Golf Club in Surrey. Undeterred by the windy conditions Monty was able to share his extensive expertise on driving, chipping and putting, not to mention the importance of having “soft hands at address”, with Aberdeen Asset Management’s clients and employees streamed to over 16 locations worldwide with as many as 400 live viewers.

As a financial company, Aberdeen is increasingly having to utilise some of the assets it acquires through sponsorships in different ways. To be able to offer a live golf experience to its clients and staff without them having to move away from their desk or mobile device is just one of the ways Aberdeen is trying to do that.

“Our webcasting platform, enabled by Qumu, has allow us to broadcast events around the world which gives us tremendous exposure in key markets but it is the ability to tailor the added extras that gives us value with our clients and involves all our staff,” says Robin Spring, Senior Sponsorship & Communications Executive, Aberdeen Asset Management.

Other Blogs