Art and Graphics by Laura Cattaneo for Data Language use only

Case Study

Jamie Oliver - Video Key Moments Case Study

We tested our Data Language Video Key Moments SaaS on 15 Jamie Oliver Christmas recipe videos. The results were transformative.

Overview

Video Moment Engagement

Challenge: Video experiences haven't changed for years. Can we get a new, user-centered experience that dramatically improves how viewers use Jamie Oliver videos?
Solution: Identify steps in the recipe, and the techniques, products, and ingredients in those steps. Activate the steps as structured "How To" moments using Data Graphs. Add important products so that users can find them directly.

Video Marketing Conversion Performance

Challenge: Jamie Oliver produces a range of products and creates incredible recipe videos. How do we drive better product sales from these videos?
Solution: Identify products in the recipe and activate the moments to help users directly reach and buy the products at the right moments using Data Moments (saving huge conversion fall-off due to searching and uncertainty barriers).

Target Outcome

Linked metadata powers video moment discovery and engagement

Capabilities Delivered

Metadata is available via API

Ability to publish Video Moments with rich linked metadata

Core business assets are described with context and meaning

Media assets include structured, descriptive 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

Create a Proof of Value prototype to test for value

Unlike a "proof of concept" project, the concept has already been proven elsewhere, and a "proof of value" project will test whether the approach has value in a specific new setting.

Technologies used

KGaaS - Knowledge Graph as a Service

Information Architecture (IA)

Knowledge Graph Creation Tools

Hold domain modelling workshops

The Data Language team have been running domain modelling workshops since the BBC domain driven design projects in 2010. Domain-modelling workshops are an important way to foster and improve shared understanding of a core business concepts and relationships.

Technologies used

Domain Modelling

Information Architecture (IA)

Domain-Driven Design (DDD)

Demonstrate "the art of the possible" with a working prototype

Creating a fully-functioning prototype that uses real data is the best way to demonstrate a new concept to staff and stakeholders; It creates lightbulb moments, and sparks creativity.

Hold domain modelling workshops

Technologies used

Domain Modelling

Information Architecture (IA)

Domain-Driven Design (DDD)

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 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.

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.

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.

Video Publishing Innovation

Data Language has been working in video publishing on the internet since 2001, and specializes in Knowledge Graph-driven video discovery, monetization, and engagement. Video Publishing Innovation is rising in importance in the 2020s.

Publishing Technology

Publishing Technology is a core discipline at Data Language, and the team have been working on this since 2000. Publishing Technology is becoming increasingly important as high-value knowledge organizations seek to move and pivot faster, and employ AI to amplify asset value.

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.

Structured Data

Domain Modelling

Domain modelling is a technique used in Domain-Driven Design for representing the concepts and relationships of a domain in a way that is understandable by both technical and non-technical stakeholders.

KPIs

92 new "moment interactions" per 100 video views. 9.3% Interaction Rate with HowTo steps (compared to the previous ZERO).
5.4% CTR (clicks as % of video views) generated by the "product moments" (compared to 0.5% of standard pre-roll Ads). 9.6% conversion rate at the Ecommerce vendor destination for Jamie Oliver products.

What does this tell us?

This demonstrates the benefit of using structured video moments to activate new value in Video. We've enabled new engagement and revenue-driving opportunities, and developed a fresh model for video publishing.