Technology, creativity & data: How to tell your story, engage your audience and gain valuable data from interactive video
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Rapt Media co-founder and CEO Erika Trautman presented on the future of short-form video at the 2015 Digital Shoreditch Festival in London to a packed crowd. In the presentation, she highlighted the perfect storm leading to the interactive video revolution as well as the importance of mobile devices as a way to consume video content.
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Technology, creativity & data: How to tell your story, engage your audience and gain valuable data from interactive video
- 1. Erika Trautman CEO and Founder of Rapt Media @TrautmanErika info@raptmedia.com How to tell your story, engage your audience and gain valuable data from interactive video. TECHNOLOGY, CREATIVITY & DATA:
- 4. @trautmanerika #RaptLive@trautmanerika #RaptLive WE ALL KNOW ITS COMING
- 5. SNAP CHAT PERISCOPE INSTAGRAM TUMBLR PINTEREST YOUTUBE TWITTER PERSONALIZED SOCIAL MOBILE LOCAL VIRAL SEO SEM UGC RTB OTT SMART TV OMNICHANNEL MARKETING AUTOMATION NATIVE ADVERTISING PROGRAMMATIC ADVERTISING CONTENT MARKETING EXPERIENTIAL MARKETING BIG DATA TARGETED RESPONSIVE AGILE STORYSCAPING INTERACTIVE HTML5 VIDEO VIDEO VIDEO
- 6. AND IF WE CHOOSE POORLY… THE FUTURE IS SCARY
- 8. RAPT MEDIA IS BUILDING THE FUTURE OF VIDEO An interactive storytelling technology that gives marketers and content creators entirely new ways to tell personalized stories across all devices through video.
- 11. PHILIPS RESULTS • 65% of viewers watched the video on iPhone or Android devices • Average mobile interactive video viewing time exceeded 4 minutes • Average viewer interacted 3-4 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
- 12. • They check their smartphones over 8000 per year • They are gamers • They are notorious skeptics • They use 10.4 different sources when making a purchase decision • They are incredibly idealistic WHY IS THIS EFFECTIVE FOR MILLENNIALS
- 14. Enlist story as your currency for connection, and take it to a much more encompassing dimension: Elevate it using the power of experience. Remember, people are much more likely to remember and share their personal stories than they are to remember or spread yours. Storyscaping, by Gaston Georburu & Darren McColl STORYSCAPING QUOTE
- 17. THE GREAT UNWATCHED Last year, the New York Times reported that more than half of your video ad plays aren’t even playing to humans.
- 20. FORRESTER CTR STATS • CTRs up by 1000% • 3X increase in viewing time • 2X increase in conversions • Multiple interactions per play • Multiple views per unique
- 21. WARNER BROS. FOCUS ON THE CON
- 22. WARNER BROS. FOCUS ON THE CON
- 23. WARNER BROS. STATISTICS • US was the least successful • Portugal was the most successful • The Art Dealer was selected as the easiest mark • The Investment Banker was the least popular mark • Average viewing time was over 8 minutes • And most viewers played this multiple times LAUNCHED IN 12 COUNTRIES INCLUDING: EUROPE, US, LATIN AMERICA AND ASIA.
- 24. CONTENT/AUDIENCE TUNING LAUNCH CONTENT MEASURE PERFORMANCE TWEAK CONTENT BASED ON RESULTS REPEAT
- 25. FORRESTER BENEFITS • 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 • Repurposing of existing assets
- 27. TECHNOLOGY - DISTRIBUTE ON ALL DEVICES 0% 4% 8% 13% 17% 21% 25% 08/11 11/11 02/12 05/12 08/12 11/12 02/13 05/13 08/13 11/13 Video Plays (%) Video Time (%) MOBILE + VIDEO = SELF-REINFORCING TRENDS
- 28. WHAT TECHNOLOGY MATTERS STORM IS GOING TO KICK UP A LOT OF DATA, SO CHOOSE TECHNOLOGIES THAT HELP YOU MEASURE: ENGAGEMENT METRICS BEHAVIOR INSIGHTS RETURN ON INVESTMENT
- 29. NOW WHAT?
- 31. • Where does choice and add value to my viewer? • Is the interactivity fun? • Is the interactivity playful? • Is the interactivity game-like? • Does it add efficiency and easy access to information? 2. ADD VALUE
- 32. Creative Business Tech 3. BUILD INTERDISCIPLINARY COLLABORATION
- 33. 4. INTEGRATE WITH DATA SOLUTIONS
- 34. In many ways, interactive video is more like web development than video production, and the notion of agile development applies. 5. BECOME AGILE