Just sent27 Oct 2016 20:40
Key Takeaways
What? U.K. video analytics firm Big Sofa recently announced a big push into the U.S.
So what? Launches overseas is always a heavy investment, but Big Sofa believes now is the right now because of the expected boom in demand for video analytics in the near future.
So what? Familiarize yourself with the importance of video analytics and how to measure performance to ensure you are ahead of the curb if/when the marketplace evolves to a video-first platform.
October 24, 2016
Video Analytics Firm Big Sofa Expands With Rising Video Market
By: Zach Brooke
Marketing News
Current average rating
North American CEO Steve Aukers talks about the inevitability of video as data.
U.K. video analytics firm Big Sofa recently announced a big push into the U.S. , backed by the addition of former J. Reckner Associates CEO, Steve Aukers, as president and CEO of its North America operations. We spoke to Aukers about the challenges of gaining tracking in a separate company with an established market and how video analytics is expected to grow as the web gravitates en masse toward video content.
Q: What are the challenges of trying to bring a brand built in the U.K. to North America?
A: We’ve [always had] a presence on the east coast [of the U.S.]. Even though we have not, until my presence, had an office here in the states, most of our clients are here. Our folks have spent significant time over here. It was clear to them and me that the U.S. has given our economy the largest market. It makes sense to serve our clients by putting up an office here.
In business we tend to think about functions and about larger money issues. [Big Sofa] is more concerned about people. I want the best people I can possibly find. My biggest challenge is finding, securing, and bringing those people into the family that share our values.
Q: In addition to you, there’s a new global head of marketing in business development and a new chief customer officer. How will you be able to adapt to the idiosyncrasies of a North American market versus Europe or the U.K.?
A: I’ve been with U.K. firms before. I was on the operating board of GNS and the strategy and technical command, so I get the nuances overseas and here. I think some of it is just scale. I was in London all last week, and for the most every [U.K.] company is based in London. Here, we're spread across the United States. There’re different nuances in how the Brits and Americans go to market. I think it gives us an advantage because being global, having offices in more than one location across the globe, I appreciate how Brits come to the table with a gentle nuance, an elegant graceful view of the world, which is something that is in contrast to us Americans who can be loud and boisterous and direct. Certainly, there’s a level of intensity that’s a little different.
Beyond that, the business is exactly the same. The one c