Brightcove, a global provider of cloud content services, has unveiled a new release of the Brightcove App Cloud content app platform. App Cloud enables digital media and digital marketing organisations to build and operate growing portfolios of cross-platform native apps for Apple iOS and Google Android smartphones and tablets. The new release adds new cloud services for intelligent cross-platform push messaging and content-level analytics that are intended to enable app owners to more easily engage their installed base, track campaign effectiveness, and identify their most impactful content.
The latest release of Brightcove App Cloud offers intelligent push messaging that is designed to allow marketers to schedule and send push message campaigns to their installed base of app users across both the iOS and Android platforms from a single dashboard. Messages can be addressed to all app users, users in a specific geographic area, users who have not opened the app in a specific time frame, or a combination of these criteria. Integrated analytics deliver real-time feedback on the number of push messages delivered, the number opened, and user interactions with the content of the message.
“Push messaging has proven to be not only an effective means of driving users to new content within the app experience, but also a tool for driving behaviour, such as TV viewership or event attendance,” said Melissa Webster, program vice president, Content and Digital Media Technologies at IDC. “Emerging content app platforms like Brightcove App Cloud are addressing this need and making it easier for organisations to increase engagement with their app audience.”