Video draws audiences, keeps them engaged in your site, creates more repeat visits, and generates viral pass-along behavior in ways that text content can't. Moreover, incorporating video into your site opens a whole new category of advertising opportunities that command a significantly higher CPM than traditional banner and text ads.

This white paper describes the five strategic pillars for successfully integrating video into your site:

• Create Context
• Encourage Snacking
• Produce for the Medium
• Use Viral Distribution
• Monetize Your Audience

Video has fast become one of the most compelling aspects of online media properties. With the right strategy and the right technology, you can start using the power of video to build value in your web site. The Brightcove Internet TV platform supports all five pillars of an online video strategy and a wide variety of approaches to implementing each pillar.