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Co-Founder and CEO, TVPage
A video management system isn’t a traditional piece of a marketing technology stack, but as video plays a growing role across a number of channels, marketers need solutions to manage all that content. Allon Caidar, co-founder and CEO of digital video management platform TVPage, spoke with eMarketer’s Maria Minsker about what differentiates a video management platform from a traditional content management system (CMS), and shared his advice on what to look for in a video management tool.
eMarketer: Why is it important for marketers to consider using a video management tool?
Allon Caidar: In the age of Amazon, merchants are not able to convert more than 1% of visitors to their site on average, despite paying a fortune in advertising to get them there. Consumers have short attention spans, but when there’s video on a merchant’s site, marketers are able to extend consumers’ attention to 30, 60 and even 90 seconds. People stay longer and are typically more engaged when there’s video on an ecommerce site, which makes them more likely to convert as well.
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