Live Webinar with Forrester Research: Reach, Engage, & Convert with Interactive Video
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In this live webinar, you will learn: *How to reach & engage millennials like never before *How interactive video outperforms traditional video *How big brands use interactive video to drive results *How to seamlessly integrate video on mobile *How Philips engaged millennials in an interactive way
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Live Webinar with Forrester Research: Reach, Engage, & Convert with Interactive Video
- 1. Live Webinar featuring Forrester Research and Rapt Media
- 3. Why Marketers And Product Teams Should Create Customer-Driven Experiences Ryan Skinner, Senior Analyst 8 April 2015
- 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 What We’ll Discuss ›Perpetually connected customers lean in to helpful brands ›Interactive video gives rich and valuable experiences ›Insights from interactive video can enrich customer relationships ›Recommendations
- 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 What We’ll Discuss ›Perpetually connected customers lean in to helpful brands ›Interactive video gives rich and valuable experiences ›Insights from interactive video can enrich customer relationships ›Recommendations
- 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Millennials & GenZ Do More On Mobile ACTIVITIES DONE WEEKLY ON A MOBILE Upload videos or photos to the Internet Download music Watch video or TV shows Stream video or TV shows < 34 34 & UP 7% 12% 5% 13% 6% 9% < 25 20% 22% 14% 14% 24% 26% Source: European Technographics Online Benchmark Survey, 2014 (Base age <25: 2266, age < 34: 5018, age 34 and up: 11,192)
- 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Baby boomers’ gold medalists GenZ’s gold medalists Millennials were also two times more likely to: visit a brand’s website, read ratings and reviews, read a company’s blog and read a forum on a brand’s site.
- 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Television’s Becoming A Pull Medium Only 34% of all US online adults primarily watch linear TV 73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Customers Control The Purchase Path USE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER Source: Google ZMOT study with Shopper Science 10.4 Sourcesin anaverage purchasepath Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the greying, boomer generations).
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Prior to making your recent consumer electronics purchase, how did you originally find out about the product or service that you bought? 0 5 10 15 20 25 30 Ads in newspapers (not online) Ads on Facebook Blogs Online videos Online ads (e.g. banner ads) Ads on TV Online recommendations (e.g.,… Asking friends, family, colleagues Online searches (e.g. Google, Bing) EU-7 US Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2014, sample size = 277 European Consumer Technographics Retail Survey 1, 2014, sample size = 890
- 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Which of the following sources did you use to research the consumer electronics before it was bought? 0 10 20 30 40 Online videos Comparison shopping site Professional reviews (e.g.,… Employee or customer service rep… In-store information Manufacturer website Retailer website Asking friend, family, or colleague Online search (e.g., Google, Bing) EU-7 US Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2014, sample size = 277 European Consumer Technographics Retail Survey 1, 2014, sample size = 890
- 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 After making your purchase of consumer electronics (e.g., TV, computer, e-reader, etc.), in what other ways did you interact with the brand, store or company (manufacturer)? 0 5 10 15 20 25 30 35 Online chat with company rep Letter to the company Company social media page (e.g. Facebook, Twitter) Email to company Phone call to company Online self-service on company site Video on the company site Online community forum on company site Physical location Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2013, sample size = 245
- 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Helpful Brands Earn Their Visibility These three cases: Nike, Charmin and Gatorade are all gaining visibility with their key audiences by creating valuable experiences.
- 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 What We’ll Discuss ›Perpetually connected customers lean in to helpful brands ›Interactive video gives rich and valuable experiences ›Insights from interactive video can enrich customer relationships ›Recommendations
- 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Trend: Cutting Budgets In Advertising Boosting Budgets In Owned Video Will decrease spend on traditional advertising to fund more online promotion.63% Source: “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” December 2013
- 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Video Stands Out As The Fastest- Growing Online Ad Format
- 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Millennials Are A Digital Video Native Generation
- 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Mobile + Video = Self-Reinforcing Trends
- 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Mobile is increasingly a crucial part of the video interaction and experience. Millennials are using smart phone advanced behaviors including streaming and interactive video. Big players like Facebook are making big plays in terms of mobile and video. Here we see Facebook’s only advertising on mobile being sponsored content with a focus on video.
- 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Interactivity Quickly Trumps Access
- 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 When Video & Mobile Collide Mobile Video Inter- active Video
- 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Interactive Video Is Nothing New
- 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Benefits Of Interactive Video Maximizes discovery Provides depth at the point of discovery Supports multiple calls to action Mobile app-like functionality without an app download Data exhaust for personalization and segmentation Higher completion rates Repurposes existing assets
- 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Increases CTR Up To 1000% On Video Ads Traditional Video Interactive Video
- 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 Maybelline’s Big Eyes Beauty Adventure Includes Multiple Calls To Action Per Product
- 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 What We’ll Discuss ›Perpetually connected customers lean in to helpful brands ›Interactive video gives rich and valuable experiences ›Insights from interactive video can enrich customer relationships ›Recommendations
- 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Tune Content Against Behavior DELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS Content/Audience Tuning A B C
- 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Apply Data To The Path To Purchase TUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY B2B companies who tune content rose to 91% and B2C companies who tune content rose to 86% in the previous year.
- 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 CRM R/O M McCormick gets personal with flavors
- 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 What We’ll Discuss ›Perpetually connected customers lean in to helpful brands ›Interactive video gives rich and valuable experiences ›Insights from interactive video can enrich customer relationships ›Recommendations
- 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 Recommendations 1. Drive the script from the customer’s context and needs. 2. Unleash your creativity. 3. Collaborate across teams to deliver interactive video as a microsite or app. 4. Tailor the interactivity to the various video publisher capabilities.
- 38. This is an interactive video that Philips has launched throughout Europe. Their goal was to reach young millennial men. These guys consume content mostly on their mobile devices. So Philips and their agency came up with this idea. 1 guy, 6 beard choices, over 1000 possibilities.
- 42. From the invention of the printing press right though moving pictures and now the mobile web, the internet introduced us to a new way to sort and navigate information - search, menus, links.
- 43. What Philips has done here is take all of those web-like functionalities and apply them to video storytelling.
- 47. And interactive video, which enables an authentic, personalized conversation, is perfectly suited and is driving meaningful results. So while traditional, linear video was great for mass-media communication, where delivery of a one-size-fits-all message is what you need to do – it fails in this new environment.
- 49. DELOITTE RESULTS
- 52. This all comes down to the value that is created when marketers can combine personalized content with insightful data and measurable ROI.
- 54. This is akin to the mind shift that happened when we first started experimenting with website layout. How is a website different than a brochure? It’s a very similar thought process.
- 56. You want business, creative and tech working together. What business drivers do we want to see? How can the creative idea push those forward? And how can the technical abilities of interactive video help us distribute that content, track user interactions and understand their behavior?
- 57. The most successful users of interactive video have considered what they want to measure, and then are making sure they can track and pump that data into an analytics solution or a marketing automation solution like Eloqua or Marketo.
- 60. Watch the Recorded Webinar on our Website! http://info.raptmedia.com/linear-forrester-webinar-recording
Editor's Notes
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- Millennials were also two times more likely to: Visit a brand’s website, read ratings and reviews, read a company’s blog and read a forum on a brand’s site
- Millennials were also two times more likely to: Visit a brand’s website, read ratings and reviews, read a company’s blog and read a forum on a brand’s site
- Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the graying boomer generations).
- Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the graying boomer generations).
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- B2B rose from 91% the previous year, and B2C from 86%. But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
- I’m Erika Trautman, CEO and Founder of Rapt Media.
- Agenda
- 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.
- Unequivocally, these videos are more effective than standard video. They increase sales and conversions, increase click-throughs, viewer engagement and time spent viewing. And they provide deep data insights that go way beyond what is trackable with standard video. The platform is built in HTML5 for the web and mobile web.
- We work with major brands, their agencies and media companies. And our customers use this technology for everything from eCommerce and driving sales to brand marketing to customer support to recruiting and employee training.
- Because the term interactive video is quite broad, its probably best if I dive in and show you want I’m talking about.
- 65% of viewers watched the video on iPhone or Android devices Average mobile interactive video viewing time exceeded 4 minutes Average viewer interacted three to four times Increased purchase consideration by 6% sold 16% more razors as direct result of the campaign Unprecedented data insights And it was an award winner – Effies, Mashies
- So why was this effective? Here is what Global digital brand manager at Philips had to say. “Engaging and interacting with consumers is paramount when it comes to video, and a big component of this interactivity is meeting the demands of an increasingly mobile consumer. Rapt Media has made it possible for us to share product features with our customers in a completely new way.”
- What Willem has identified here with this quote are the 2 key trends that we are seeing that are driving the shift from linear video to interactive video.
- The first is that technology is driving a NEW WAVE OF STORYTELLING – as it always has from the invention of the printing press right though moving pictures and now the mobile web. The internet introduced us to a new way to sort and navigate information - search, menus, links. And the mobile web took that functionality and put it in our hands, and really drove intuitive user interface, where we expect to quickly and easily navigate to what is specifically relevant to US as individuals.
- And what Philips has done here is take all of those weblike functionalities and apply them to video storytelling.
- So the next wave of storytelling is about - bringing the power of the web to video - putting control into the hands of the viewer (in web-speak, we might call this “increasing user-relevance”) - and by making the content more relevant, you increase viewer engagement - plus it can be fun
- Okay, so why does the next wave of story-telling matter? This gets to the second major trend that we’re seeing. And that is that we are in the midst of a societal shift that is driven by the rise of the millennials. And this fact, this societal shift, is what takes the use of interactive video from a tactical decision to a strategic one. Let me explain.
- I have certainly spoken to brand managers of major, well-known, blue chip brands who are up nights because connecting with millennials (30% of the population) is a different deal than connecting with other generations. The rules of the engagement have changed. This generation LIVES in the digital world, they grew up with helicopter parents that put them in the center, they grew up with video games where they get to exercise choice. They are a generation that is on the one hand cynical (they have no reason to believe in loyalty for loyalty’s sake. The world economy fell out underneath them, politicians have lied, corporations do unethical things). They are skeptics. They don’t like to just receive a brand message. That doesn’t work for millennials. And at the same time they are idealistic and seeking meaning. They want authentic, real relationships, where they can contribute and where they are part of the story and where brands tap into their interests and speak to them as individuals. That’s a tall order for brands.
- So while traditional, linear video was great for mass-media communication, where delivery of a one-size-fits-all message is what you need to do – it fails in this new environment. And interactive video, which enables an authentic, personalized conversation, is perfectly suited and is driving meaningful results.
- So I went through the Philips results, but I’d like to show you some other use cases so you can get a sense of the breadth and how broadly applicable interactive video is. Large company under NDA that is using it to provide HR services and training for employees. CNE is using it to generate entirely new revenue streams in both editorial content and ad content.
- Deloitte saw a 3 fold increase in video engagement in their recruiting videos.
- And Anheuser Busch saw… This is actually another area that we see expanding rapidly – and that is recruiting top millennial talent.
- From a high level, the results across all customers: More engagement, conversions More creative options and flexibility Business benefits: ROI and deeper customer insights
- This all comes down to the value that is created when marketers can combine personalized content with insightful data and measurable ROI.
- That is the power that interactive video provides. Think non-linearly Add value for your viewer first Build interdisciplinary collaboration Integrate with data or MAS solutions Become agile
- Think non-linearly - obviously. But this is akin to the mindshift that happened when we first started experimenting with website layout. How is a website different than a brochure? It’s a very similar thought process.
- Add Value – And one that should be driven always by the questions – where does choice add value to my viewer? Is the interactivity fun, playful, gamelike? Or does it add efficiency and easy access to information I might want? Use interactivity in those moments.
- Build Interdisciplinary Collaboration – you want business, creative and tech working together. What business drivers do we want to see? How can the creative idea push those forward? And how can the technical abilities of interactive video help us distribute that content, track user interactions and understand their behavior?
- Integrate with data or MAS solutions – So that leads right to the next observation, which is the most successful users of interactive video have considered what they want to measure, and then are making sure they can track and pump that data into an analytics solution or a marketing automation solution like Eloqua and Marketo. (Describe this briefly)
- Become agile (What Ryan called Content/Audience Tuning) – In many ways, interactive video is more like web development than video production, and the notion of agile development applies. This is the idea that the best way to improve your product is to get your product out there into the market as quickly as possible to take feedback and to iterate quickly. Historically, this has been impossible with video because you had to produce it, which was expensive, and then distribution was a huge problem if you were talking, broadcast, DVD release or theatrical release. You can’t be agile. And even with the early days of web video, the mentality was, lets produce a video and launch it and fingers crossed it will go viral. It was sort of viral or nothing. With interactive video, though, you can actually launch a video, track results and modify that video on the fly to improve the outcome. It’s almost like instant AB testing with video. And because you get so much data with each round of interactive video, the key to success is to learn with every launch, and launch frequently. This is not as successful when its a one-time deal.
- HTML5 technology, plays natively on any device site pairing/API technology provides dynamic, personalized web page content marketing automation integration SEO optimized - I think this is worth speaking about for a moment, because Ryan pointed out that online search is the #1 driver of purchase decisions. And there are 2 key points about SEO that I think are worth mention. #1 – Starting this month, Google is going to give search priority to websites that are mobile optimized. So yet another reason to ensure that all your technology on your site is mobile optimized, including your interactive video. #2 – Video boosts your SEO to begin with. But Interactive Video ads a whole new layer to SEO...Because an interactive video has an information hierarchy, how clips are related to each other, that is how a search engine understands a website. So when you are building an interactive video, you should consider naming your project, your individual clips or your button choices with SEO keywords in mind. Because much more data about what is in the video is revealed to a search engine with Interactive Video.