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Start Involving and Stop Ignoring
INTERACTIVE CONTENT
IS THE NEW 'CONTENT':
#BoomboxRaptMedia
AGENDA
• PERFECT STORM
• TECHNOLOGY
• "MILLENNIALS"
• BENEFITS OF INTERACTIVE CONTENT
• STRUGGLE OF INTERACTIVE CONTENT
• ...
Owen Fuller, Chief Evangelist, Boombox
@owenfuller
#BoomboxRaptMedia
Caleb Hanson, VP Product, Rapt Media
@calebhanson
#BoomboxRaptMedia
At Rapt Media, we are building the future
of video. Our interactive storytelling
technology gives market...
#BoomboxRaptMedia
Rapt Media offers the power to engage, turning viewers
into participants and interactions into insights
#BoomboxRaptMedia
The worlds most engaging quizzes, polls and lists
#BoomboxRaptMedia
Powering millions of engagement from the
worlds best publishers, brands and agencies
PERFECT STORM
#BoomboxRaptMedia
#BoomboxRaptMedia
AND IF WE DON’T ADJUST…
THE FUTURE IS SCARY
#BoomboxRaptMedia
• 30% of the population
• “Digital Natives”
• In Control of their destiny
• Skeptical, but idealistic
• Video gamers
MILLE...
MILLENNIALS
A HUGE BUCKET
WANT TO BE IN THE DRIVER'S SEAT
CAN'T BE BARKED AT OR SOLD
WANT A REAL DIALOG, WANT TRANSPARENCY...
TECHNOLOGY
-MULTIPLE SCREENS, MANY TABS
- INTERACTIVITY IS EXPECTED
- AD BLOCKERS
- HTML5 VS. FLASH
- INUNDATED WITH IRREL...
POWER OF CHOICE
#BoomboxRaptMedia
WHEN VIEWING CONTENT:
• 86% OF CONSUMERS WANT TO BE ABLE TO CONTROL THE
TOPICS THEY SEE ...
BENEFITS OF INTERACTIVE CONTENT
ENGAGEMENT
CONVERSIONS
DATA
#BoomboxRaptMedia
PASSIVE VS INTERACTIVE CONTENT
#BoomboxRaptMedia
Conversions

Educating Buyer

Differentiating From Competitors

Being Sha...
PASSIVE VS INTERACTIVE CONTENT
#BoomboxRaptMedia
QUIZZES – THE SECRET WEAPON
#BoomboxRaptMedia
82% click to conversion rate
78% completion rate
2:27 average time
14% lead ...
QUIZZES – THE SECRET WEAPON
#BoomboxRaptMedia
STRUGGLE OF INTERACTIVE CONTENT
#BoomboxRaptMedia
HARDER TO THINK IN 4 DIMENSIONS
NEED MORE CONTENT
ZOMG, TECHNOLOGY IS HA...
MAKING CONTENT THAT WORKS: 7 RULES
#BoomboxRaptMedia
1. DO SOME RESEARCH, GET INSPIRED
2. BUILD FOR YOUR KPIS
3. MAKE THE ...
#1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
#BoomboxRaptMedia
#1 - DO SOME RESEARCH, GET INSPIRED
#1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
#1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
#2 - BUILD FOR YOUR KPIS: INCONTACT
#BoomboxRaptMedia
•Doubled conversions
!
•126% increase in time on site
!
•Sales team ...
#3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV
#BoomboxRaptMedia
AB InBev - 20
Interactions per
play + 15 mins
per session
#4 - THINK OUTSIDE IN: ZENNI OPTICAL
#BoomboxRaptMedia
#BoomboxRaptMedia
#4 - THINK OUTSIDE IN: ZENNI OPTICAL
#BoomboxRaptMedia
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0...
#BoomboxRaptMedia
Top revenue-generating channels included:
•  Organic Search: $143,692
•  Email: $126,674
•  Paid Search:...
#5 - MOBILE MOBILE MOBILE: PHILIPS
#BoomboxRaptMedia
• Average mobile interactive video viewing time
exceeded 4 minutes
• ...
#6 - PROVIDE A RESULT / INSIGHT
#BoomboxRaptMedia
0 likes, 6 comments
taken 70k times
over 750k social lift
#BoomboxRaptMedia
#6 - PROVIDE A RESULT / INSIGHT
#7 - LEARN, ADAPT, IMPROVE: GAIAM TV
#BoomboxRaptMedia
•Doubled Sales
!
•3X Increase in shopping cart
completion
!
•5X inc...
Caleb Hanson
VP of Product, Rapt Media
@calebhanson
Start Involving and Stop Ignoring
</ INTERACTIVE CONTENT
IS THE NEW ‘C...
CHOOSE A TYPE AND TITLE
#BoomboxRaptMedia
RIGHT ANSWERS NO RIGHT ANSWERS
CHOOSE A TYPE AND TITLE
#BoomboxRaptMedia
Choose a compelling title:
•  Are you a ____ expert?
•  Can you pass the ___ tes...
EXCEEDING EXPECTATIONS
#BoomboxRaptMedia
wildest dream was 1,000 people would take quiz.
70k have taken it today
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Interactive Content is the new Content

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The challenge for many of today’s marketers isn’t just creating content, it’s creating content that stands out from the rest of the online clutter. Whether in the business or consumer space, content marketers want to know why they should invest in interactive content, how they can prove their investment and show ROI, and how other companies are succeeding with interactive content.
The answer lies in positioning your customer at the center of the online experience. But how do brands accomplish this?

Published in: Marketing
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Interactive Content is the new Content

  1. 1. Start Involving and Stop Ignoring INTERACTIVE CONTENT IS THE NEW 'CONTENT': #BoomboxRaptMedia
  2. 2. AGENDA • PERFECT STORM • TECHNOLOGY • "MILLENNIALS" • BENEFITS OF INTERACTIVE CONTENT • STRUGGLE OF INTERACTIVE CONTENT • HOW TO MAKE CONTENT THAT WORKS #BoomboxRaptMedia
  3. 3. Owen Fuller, Chief Evangelist, Boombox @owenfuller #BoomboxRaptMedia Caleb Hanson, VP Product, Rapt Media @calebhanson
  4. 4. #BoomboxRaptMedia At Rapt Media, we are building the future of video. Our interactive storytelling technology gives marketers and content creators entirely new ways to tell personalized stories across all devices. RAPT MEDIA
  5. 5. #BoomboxRaptMedia Rapt Media offers the power to engage, turning viewers into participants and interactions into insights
  6. 6. #BoomboxRaptMedia The worlds most engaging quizzes, polls and lists
  7. 7. #BoomboxRaptMedia Powering millions of engagement from the worlds best publishers, brands and agencies
  8. 8. PERFECT STORM #BoomboxRaptMedia
  9. 9. #BoomboxRaptMedia
  10. 10. AND IF WE DON’T ADJUST… THE FUTURE IS SCARY #BoomboxRaptMedia
  11. 11. • 30% of the population • “Digital Natives” • In Control of their destiny • Skeptical, but idealistic • Video gamers MILLENNIALS
  12. 12. MILLENNIALS A HUGE BUCKET WANT TO BE IN THE DRIVER'S SEAT CAN'T BE BARKED AT OR SOLD WANT A REAL DIALOG, WANT TRANSPARENCY #BoomboxRaptMedia
  13. 13. TECHNOLOGY -MULTIPLE SCREENS, MANY TABS - INTERACTIVITY IS EXPECTED - AD BLOCKERS - HTML5 VS. FLASH - INUNDATED WITH IRRELEVANT ADS (EVEN THE TARGETED ONES, INFERENCE VS. CHOICE) #BoomboxRaptMedia
  14. 14. POWER OF CHOICE #BoomboxRaptMedia WHEN VIEWING CONTENT: • 86% OF CONSUMERS WANT TO BE ABLE TO CONTROL THE TOPICS THEY SEE ON NEWS SITES. • 56% OF CONSUMERS LIKE CHOOSING CONTENT THAT IS RELEVANT TO THEM.
  15. 15. BENEFITS OF INTERACTIVE CONTENT ENGAGEMENT CONVERSIONS DATA #BoomboxRaptMedia
  16. 16. PASSIVE VS INTERACTIVE CONTENT #BoomboxRaptMedia Conversions
 Educating Buyer
 Differentiating From Competitors
 Being Shared 36% < 70% 
 70% < 93%
 55% < 88%
 17% < 38%
  17. 17. PASSIVE VS INTERACTIVE CONTENT #BoomboxRaptMedia
  18. 18. QUIZZES – THE SECRET WEAPON #BoomboxRaptMedia 82% click to conversion rate 78% completion rate 2:27 average time 14% lead conversion rate
  19. 19. QUIZZES – THE SECRET WEAPON #BoomboxRaptMedia
  20. 20. STRUGGLE OF INTERACTIVE CONTENT #BoomboxRaptMedia HARDER TO THINK IN 4 DIMENSIONS NEED MORE CONTENT ZOMG, TECHNOLOGY IS HARD - GLOBAL DISTRIBUTION - DEVICES, BROWSERS, OPERATING SYSTEMS - PUBLICATION IN "HOSTILE ENVIRONMENTS"
  21. 21. MAKING CONTENT THAT WORKS: 7 RULES #BoomboxRaptMedia 1. DO SOME RESEARCH, GET INSPIRED 2. BUILD FOR YOUR KPIS 3. MAKE THE CHOICES MEAN SOMETHING 4. THINK OUTSIDE-IN 5. MOBILE MOBILE MOBILE 6. PROVIDE AN INTERESTING RESULT OR SHAREABLE INSIGHT 7. LEARN, ADAPT, IMPROVE
  22. 22. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  23. 23. #BoomboxRaptMedia #1 - DO SOME RESEARCH, GET INSPIRED
  24. 24. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  25. 25. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  26. 26. #2 - BUILD FOR YOUR KPIS: INCONTACT #BoomboxRaptMedia •Doubled conversions ! •126% increase in time on site ! •Sales team gathered valuable data based on user interactions with video
  27. 27. #3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV #BoomboxRaptMedia AB InBev - 20 Interactions per play + 15 mins per session
  28. 28. #4 - THINK OUTSIDE IN: ZENNI OPTICAL #BoomboxRaptMedia
  29. 29. #BoomboxRaptMedia #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  30. 30. #BoomboxRaptMedia TIMES TAKEN 516,704 LEAD IMPRESSIONS 455,929 LEAD CONVERSIONS 29,410 CONVERSION RATE 6% AVG TIME SPENT 0:24 82% #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  31. 31. #BoomboxRaptMedia Top revenue-generating channels included: •  Organic Search: $143,692 •  Email: $126,674 •  Paid Search: $103,545 Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21 9,655% Return on Investment: #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  32. 32. #5 - MOBILE MOBILE MOBILE: PHILIPS #BoomboxRaptMedia • Average mobile interactive video viewing time exceeded 4 minutes • Average viewer interacted 3-4 times • Increased purchase consideration by 6% • Increased sales 16% as direct result of the campaign • Unprecedented data insights • And it was an award winner — 
 Effies, Mashies
  33. 33. #6 - PROVIDE A RESULT / INSIGHT #BoomboxRaptMedia 0 likes, 6 comments taken 70k times over 750k social lift
  34. 34. #BoomboxRaptMedia #6 - PROVIDE A RESULT / INSIGHT
  35. 35. #7 - LEARN, ADAPT, IMPROVE: GAIAM TV #BoomboxRaptMedia •Doubled Sales ! •3X Increase in shopping cart completion ! •5X increase in CTR ! •Reduced clicks to purchase
  36. 36. Caleb Hanson VP of Product, Rapt Media @calebhanson Start Involving and Stop Ignoring </ INTERACTIVE CONTENT IS THE NEW ‘CONTENT' > Owen Fuller Chief Evangelist, Boombox @owenfuller
  37. 37. CHOOSE A TYPE AND TITLE #BoomboxRaptMedia RIGHT ANSWERS NO RIGHT ANSWERS
  38. 38. CHOOSE A TYPE AND TITLE #BoomboxRaptMedia Choose a compelling title: •  Are you a ____ expert? •  Can you pass the ___ test? •  The world’s hardest ___ quiz •  Are you a true ____? •  ____ or ____
  39. 39. EXCEEDING EXPECTATIONS #BoomboxRaptMedia wildest dream was 1,000 people would take quiz. 70k have taken it today

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