Generate more revenue, customiseyour video and make your content more findable.

1. buto.tv
Industrial-strength web video
for every organisation
Will Grant | Technology Director
Steffan Aquarone | Business Development Director

2. An Introduction to Buto
Generate more revenue, customise your video and
make your content more findable
– transcript from online seminar 11/2/11
• Today we’re going to give you a broad overview
of Buto. We’ll explain what it is and how it works.
• We’ll also show you some of the features that
you can use to plan, manage, measure and
improve your online video strategy.

3. • Buto is an online video platform. It’s a software
as a service product, which means you access
the whole thing online.
• Buto gives you one central place where you can
organise all your video content, search through it
easily, and choose what to publish where.

4. • Video on the web is commonplace for lots of brands,
but using video strategically to achieve business
objectives is where we see the future.
• A lot of what we’re going to show you can be
deployed tactically as part of an overall online video
strategy
• But crucially the measurement tools in Buto will help
you assess what’s working and how you can improve
your results.
• This is a general demo though – there are other
events (and slide decks) that cover subjects like
analytics in detail.

5. • The first thing we’re going to show you is about
generating more revenue. Video has been a feature
of a lot of websites for ages but we’ve created an in-
player ads feature that lets you turn viewers into
engagements or enquiries through simple clickable
calls to action.

6. • In fact in-video adverts have been around for a long
time in YouTube. But remember that YouTube exists
to generate clicks for Google’s advertisers.
Essentially its purpose is to take viewers away from
your content.
• As a result click-through rates are usually quite low,
often sub 1%. But when a content owner offers
clickable actions that are relevant and timely, such as
with Buto’s in player ads that you control, we’ve seen
click-throughs increase 10-fold.

7. • Buto’s in-player ads are easy to create. You can enter
title, description, link text, URL and a thumbnail image
if you wish.
• The URL can be anything you can load into a browser,
so some customers are using this feature to offer PDF
downloads and others to push products into the
ecommerce shopping basket.

8. • Clicking ‘Setup timed ads’ will then let you choose
which ads you want to display, and exactly when in
the timeline you want them to appear and
disappear. You can also set end-video ads too.

9. • In-player ads are a simple way of generating
enquiries or conversions from your videos and
turning viewers into prospects.
• All actions on each view of every video are recorded
by the system and displayed in the ‘Statistics’ part of
Buto, so you can see how each ad and video is
performing. If you link your Buto account to Google
Analytics and have ecommerce installed, you can
even see how much revenue each video is
generating.

10. • This information means your can adjust the wording
and positioning of your ads, the location of your video
content in your site and the timings of your ads to
achieve optimum performance.
• Another important tool within Buto is the player
customisation. This happens through two key
features: player themes (which control how the
player looks) and player settings (which control the
behaviour of the player).
• Player settings and themes are controlled centrally in
your account – you just apply the settings and
themes files you want to each video.

11. • Of course, this information means your can adjust
the wording and positioning of your ads, the location
of your video content in your site and the timings of
your ads to achieve optimum performance.
• Another important tool within Buto is the player
customisation. This happens through two key
features: player themes (which control how the
player looks) and player settings (which control the
behaviour of the player).

12. • Clicking ‘videos’ and ‘player settings’ shows you the
defaults that are available – but you can create a
new one and configure each variable from scratch.

13. Comments can be
enabled or disabled,
and moderation toggled
(so you can approve
comments within the
‘Comments’ section of
Buto before they’re
publicly displayed).
• Sharing, Title Bar, RSS feeds and pre-buffering and
auto-play can be toggled here too.
• You can also set up pre-roll or overlay a chosen logo
on top of your video in the player settings. It’s also
where you link your Google Analytics account.

14. • Clicking ‘videos’ and ‘player themes’ shows you the
defaults that are available – again you can customise
a theme for your brand or the style of a particular
page.

15. • Each part of the player can have a colour specified
by HEX code to match your brand guidelines exactly.
• Or you can choose from a colour selector.

16. • Back at the video, you can choose from the settings
and themes drop-downs to select the files you want
to apply to the video.

17. • As soon as you’ve clicked ‘Save’, the video will be
updated wherever it’s being served. Again, if you
modify a settings file or theme file, any videos that
are using those files will be updated automatically.
• It’s a great way of customising how your video
appears and behaves – and in many social networks
including Facebook, if the video is shared the player
itself will be shared so all your custom branding,
colour schemes and even in player adverts will
appear within the social network and drive new
visitors to your site.

18. • Finally, SEO is a key part of most digital strategies
and we’ve made a couple of features that help make
your content more findable on search engines.
• To our knowledge, Buto is the most accessible video
system on the market so setting up closed captions
is a worthwhile investment anyway in terms of
keeping your audience as inclusive as possible. But
this, coupled with meta tags you can assign to your
video, increases the search-engine friendly copy that
associated with your video.

19. • Video sitemaps take this one step further by taking a
daily snapshot of your content and submitting it,
along with its most popular page location, meta data,
title information etc. to Google.
• Google often includes video as part of the search
engine results page and this feature means your
video content has the chance of appearing in the
search engine results page, and driving people direct
to the page where it’s embedded.

20. • We’ve only touched on a few of the features that
are available in Buto to help you manage,
measure and improve your online video strategy.
• Hopefully you’ll also have had the chance to see
around the system and get a feel for how it looks
too.
• You can find out more about Buto or open a trial
account:
• Via our website: http://get.buto.tv
• By phone on 0121 224 8265
• By email on info@buto.tv