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Case Study

Data Graphs Content Graphs - Video Key Moments in the Rugby World Cup

In September 2019, we enhanced Rugby World Cup video using Data Graphs to create Key Video Moments to drive new discovery and engagement growth.
Overview

Data Graphs is a Knowledge Graph as a Service platform that powers a new kind of video experience, where users can interact with moments in video. These are unique opportunities we call Video Key Moments, where we can use structured metadata to power new video experiences and meet user needs in the actual moment that they occur.
For the Rugby World Cup in 2019, this means enabling rugby fans to discover, navigate and enjoy the great sporting video moments with ease.

Video Moment Reach

  • Challenge: J SPORTS have unique sporting moments within their videos, that cannot be discovered by search engines or users with normal video publishing.
  • Solution: Markup the key sporting events, teams and stadiums with Data Graphs structured data video key moments that are optimised for SERPs (Video SEO).

Video Marketing Conversion Performance

  • Challenge: J SPORTS run an E-Commerce store selling sporting goods, plus a Sports SVOD product, and want to increase the traffic from video highlights through to conversions.
  • Solution: Create "Buy in the moment" contextual commerce moments, linking directly to products at key video moments, meeting the user's "I want to buy" video micro-moment need.
Target Outcome
Linked metadata powers video moment discovery and engagement
Capabilities Delivered
Ability to publish Video Moments with rich linked metadata
Interventions
Enable structured metadata at a video moment level
Introduce services that allow the identification and curation of structured metadata at moments within a video asset. This intervention opens new opportunities in video rendering, video discovery, user experiences, and commercial models.
Technologies used
Video Publishing Innovation
Video Moment SaaS (key moments)
Video Key Moments
Introduce tooling that creates structured metadata
Tools that enable metadata managers to create and manage structured metadata that conforms to a model. This enables more use cases for both human and machine users to leverage the metadata.
Follow a Domain Driven Design (DDD) process
Domain-Driven Design (DDD) is a method for developing a organization's understanding of its business ecosystem, principally the important "things" and how they relate to one-another. The process often takes the form of facilitated workshops with domain experts in order to develop a shared set of conceptual models.
Technologies used
Content Graphs
Domain Modelling
Information Architecture (IA)
Domain-Driven Design (DDD)
Technologies Involved
Video Key Moments
The Data Language team members have been working on Video Key Moments since their work at the BBC on Content Graphs in 2010. Since this early work, we have been optimizing the approach and technologies around video moment innovation.
Video Moment SaaS (key moments)
Video Key Moment SaaS enables the structured publishing of segments of video with specific metadata that enables SERP visibility and increased social surface area for previously undiscovered content within videos.
Content Graphs
A Content Graph is a knowledge graph that not only codifies core business domain metadata and relationships, but also manages digital content assets in the knowledge graph as "first class citizens"; video, video moments, audio, audio moments, articles, newsletters, user generated content, intelligence from other business systems, live streams and more.
Metadata Management Software as a Service (SaaS)
A managed service that provides software with a user interface and an API that enables easy centralized management of Metadata.
Domain-Driven Design (DDD)
Domain-Driven Design (DDD) is a methodology for developing a team's understanding of a problem space, including its important elements and how they relate to one another. This often takes the form of facilitated workshops with domain experts that culminates in the creation of a Domain Model that represents this shared understanding of the domain.
  1. Video Moment Reach Results: 45% of video moments created for J SPORTS Rugby World Cup ranked in the first page of Google SERPs (Search Engine Results Pages). This created a completely new and significant SEO surface area, growing reach by 37%, and creating Google Discover opportunities too (with 4.2% CTR),
  2. Video Marketing Conversion Performance Results: 1.1% CTR - significantly beating the 0.5% standard for conventional video advertising.