eMarketer expects a 16,55% growth to $15.42 billion in Digital Video ad Spendings in 2018 and according to Cisco, 80% of all web traffic will come from video by 2019. In this context of massive online video content, brands are struggling to attract their audience’s attention. The need for unique qualitative and creative content is tremendous and interactive video seems to be a great opportunity for marketers to raise engagement and reach customers in an effective way.
While we already discussed the rise of video advertising in a previous article, Raptmedia recently identified that 64% of consumers are likely to spend more time watching video if they can participate.
What are Interactive Videos?
An interactive video is a digital video a user can interact with through clicks, touches and taps in order to have a customized experience, to access more information and to reveal their choices to you, the marketer. It’s a powerful way to raise engagement, improve learning and retention and to generate data about your customers. 92% of the businesses who have tried interactive videos think that it’s an effective business tool.
Interactive Video increases engagement through active viewing
Interactive videos allow the shift from passive viewing to active viewing of videos and drives engagement and higher retention rates by allowing viewers to choose what content is relevant to them in order to have a customized video journey.
Interactive videos put the user first
By giving to the user the control over the content he is viewing, he is more invested and engaged in it. It requires to think user first and video second while producing your video but is a way to collect data and insight about your customers, just like we do with website analytics. interactive videos is a way to understand audience preferences, behaviors and measure the ROI of your campaigns.
The different types of interactive videos
Interactive hotspots allow users to access to more information in your video without being redirected to another page. With a simple click, the content is superimposed over the video which is paused. Interactive hotspots may, for example, help viewers to find the nearest shop, have access to stock inventory, specific coupons or to subscribe to a newsletter.
For an example, watch Decathlon’s video
The cons of this type of interaction, is that they are not personalized and that they do not collect data and insights about the viewer and neither allow a personalized video journey.
Interactive video allows you to provide to your viewers unique videos by embedding user data. Thanks to the customized and relevant content, users feel like the video is designed for them. If you want to promote a service for your company, you can for example display text like Hello [John], you recently subscribed a [healthcare contract] for your [daughter Sarah], but do you know that you can manage it online? Click here to connect.), in your video, the text between brackets being personalized with your data.
Nevertheless, the user still doesn’t have the control over the content with this kind of personalization.
User experience video.
User experience video is a two-way interaction. Through interactions, users can choose their experience and content and find information they need at their own pace. It’s the best way to collect data and insights about your customers and a good way to optimize the click-through-rate of your Call-To-Action. It can be used for interactive short-films, product selection, product training, learning, interactive promotional experience or interactive recruitment experience as it has been done by Deloitte. [http://www.raptmedia.com/customers/deloitte/]
Combining interactive hotspots, personalized content and video user experience, the combinations permitted by interactive videos are endless. It’s an effective way for your brand to stand out on the Internet. Moreover, while producing interactive videos used to be costly and complex, some actors like AdWays are developing online studios that easily allow you to personalize your videos and to adapt the content through the time without producing a new video and thus, save money.
It’s just the beginning of interactive videos for video advertising.