How the Australian Open Maximized Their Exposure and Improved Fan Video Engagement by 36% with Minute.ly
The Australian Open is a tennis tournament held annually at Melbourne Park in Melbourne, Victoria, Australia. The tournament is the first of the four Grand Slam tennis events held each year, preceding the Roland Garros, Wimbledon and the US Open.
In brief
SUMMARY
Vertical: publisher/broadcast/sports
Products implemented: APV thumbnails + Top Videos
Video engagement results: we’ve seen a constant increase in video views & video engagement YoY
Minute.ly’s technology improved clicks, impressions, and CTR percentages in fan video engagement by 36% on desktop and 18% on mobile.
The
PROBLEM
The Australian Open were looking for new ways to maximize their exposure and user engagement stats before, during and after their tournament (taking place each year during January).
Captivating users and getting their attention to your video content (or any content for that matter) is always a challenge. Since they have fans all over the world, they wanted to do it in an automatic, efficient and successful way that would expose these fans to additional content during the tournament period of time.
They were looking to improve performance metrics (clicks, impressions, CTR) on both desktop and mobile.
The
SOLUTION
Minute.ly’s AI-powered deep learning technology analyzes video content to identify peak moments and automatically extract highlights and teasers.
The AU Open team decided to implement the APVs (Video Previews) and Top Videos solutions on their site both for their desktop and mobile.
That guaranteed that the games’ teasers and highlights were all generated automatically on all of the tournament’s digital platforms.
VIDEO PREVIEWS
Dynamic, AI-powered smart teasers to replace static thumbnails and increase video consumption
TOP VIDEOS
Increase video discoverability and monetization
Combines 3-5 dynamic previews into a clickable and monetizable video reel
Maximize monetization and video views
The
RESULTS
A comparison between users exposed to the Minute.ly Previews and a control group revealed a difference in CTR%. Minute.ly’s technology significantly enhanced clicks, impressions, and CTR percentages in fan video engagement by 36% on desktop and 18% on mobile.
For the Top Videos solution, we observed strong stats in both clicks and CTR across desktop and mobile platforms.
And in
CONCLUSION
Following implementation of Minute.ly’s technology, The Australian Open experienced growth in video engagement, views, and revenue. The platform was a successful partner for the Australian Open, driving goals of increased engagement and CTR.
