Ooyala: Relighting a Silicon Valley Star

A Marketing Story by Bob Gold & Associates about Ooyala

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Ooyala

Increase Brand Awareness

Challenge

Ooyala’s flagship product, the Flex Media Platform, now part of Dalet, has become the product of choice for innovative content owners worldwide. It helps manage video workflows, assets, and metadata across multiple systems, and analyzes bottlenecks within the content supply chain. Ooyala engaged with Bob Gold & Associates, a leading Public Relations Consultant, Los Angeles, to provide comprehensive media strategies and tactics to elevate Ooyala and ensure it is 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. 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.

Solution

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.

General Consulting

Newspaper

Magazine

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 AdExchanger and Variety. 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.