Ooyala: Relighting a Silicon Valley Star

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Provide comprehensive media strategies and tactics to elevate Ooyala and ensure it’s perceived as a leader in digital video solutions. This includes media and analyst relations, content creation, speaker placements, securing awards, and on-site event support.

The Challenge

After years in the spotlight as one of Silicon Valley’s hottest startups, Ooyala’s coverage began to fade. The company’s PR goal was to drive greater brand awareness and reposition itself from an Online Video Platform (OVP) to being seen as a cutting-edge digital video solutions provider, while introducing its new flagship solution – the Ooyala Flex Media Platform. This challenge was amplified by an industry standard of customers not wanting to recognize their dependence on technology providers.

The Approach

BG&A needed to secure meaningful news coverage without relying on product and customer announcements. Overcoming this challenge, BG&A found tremendous success by utilizing Ooyala’s unique data and industry insights; and proactively engaging reporters on breaking news and trends. BG&A conducted weekly outreach to key trade, business and consumer outlets, putting a unique spin on stories to position Ooyala as an industry visionary. These efforts coincided with a plethora of “traditional” PR tactics – including news releases, speaking engagements, industry awards, analyst relations and more.

The Results

Within the first year of the engagement, BG&A secured hundreds of original story placements, including tier-1 outlets like The New York Times, CNBC, TechCrunch, Variety, HuffPost, TIME, Fortune and Business Insider. Placements include executive bylines in top industry outlets, such as Variety and AdExchanger. In addition, BG&A secured briefings with key reporters and industry analysts, including Fortune and Digiday, as well as speaking engagements for Ooyala executives at industry events like CES and NAB.

Ooyala: Relighting a Silicon Valley Star

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