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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

Published in: Software
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Live Webinar with Forrester Research: Reach, Engage, & Convert with Interactive Video

  1. 1. Live Webinar featuring Forrester Research and Rapt Media
  2. 2. Why Marketers And Product Teams Should Create Customer-Driven Experiences Ryan Skinner, Senior Analyst 8 April 2015
  3. 3. © 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
  4. 4. © 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
  5. 5. © 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)
  6. 6. © 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.
  7. 7. © 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
  8. 8. © 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).
  9. 9. © 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
  10. 10. © 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
  11. 11. © 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
  12. 12. © 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.
  13. 13. © 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
  14. 14. © 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
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Video Stands Out As The Fastest- Growing Online Ad Format
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Millennials Are A Digital Video Native Generation
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Mobile + Video = Self-Reinforcing Trends
  18. 18. © 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.
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Interactivity Quickly Trumps Access
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 When Video & Mobile Collide Mobile Video Inter- active Video
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Interactive Video Is Nothing New
  22. 22. © 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
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Increases CTR Up To 1000% On Video Ads Traditional Video Interactive Video
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 Maybelline’s Big Eyes Beauty Adventure Includes Multiple Calls To Action Per Product
  25. 25. © 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
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Tune Content Against Behavior DELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS Content/Audience Tuning A B C
  27. 27. © 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.
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 CRM R/O M McCormick gets personal with flavors
  29. 29. © 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
  30. 30. © 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.
  31. 31. Thank you forrester.com Ryan Skinner rskinner@forrester.com
  32. 32. 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.
  33. 33. 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.
  34. 34. What Philips has done here is take all of those web-like functionalities and apply them to video storytelling.
  35. 35. @trautmanerika #RaptLive
  36. 36. 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.
  37. 37. DELOITTE RESULTS
  38. 38. @tratmanerika #RaptLive
  39. 39. This all comes down to the value that is created when marketers can combine personalized content with insightful data and measurable ROI.
  40. 40. 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.
  41. 41. 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?
  42. 42. 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.
  43. 43. Watch the Recorded Webinar on our Website! http://info.raptmedia.com/linear-forrester-webinar-recording

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