Technology, creativity & data: How to tell your story, engage your audience and gain valuable data...
-
Upload
rapt-media -
Category
Marketing
-
view
220 -
download
2
Transcript of Technology, creativity & data: How to tell your story, engage your audience and gain valuable data...
Erika TrautmanCEO and Founder of Rapt Media@TrautmanErika [email protected]
How to tell your story, engage your audience and gain valuable data from interactive video.
TECHNOLOGY, CREATIVITY & DATA:
SNAP CHAT
PERISCOPEINSTAGRAMTUMBLR
PINTERESTYOUTUBE
PERSONALIZED
SOCIALMOBILELOCAL
VIRALSEO
SEMUGC
RTB OTT
SMART TVOMNICHANNEL
MARKETING AUTOMATION
NATIVE ADVERTISING
PROGRAMMATIC ADVERTISING
CONTENT MARKETING
EXPERIENTIAL MARKETING
BIG DATATARGETED
RESPONSIVE
AGILE STORYSCAPING
INTERACTIVE
HTML5
VIDEO VIDEO
VIDEO
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.
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
• 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
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
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.
FORRESTER CTR STATS
• CTRs up by 1000%
• 3X increase in viewing time
• 2X increase in conversions
• Multiple interactions per play
• Multiple views per unique
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.
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
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
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
• 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
In many ways, interactive video is more like web development than video production, and the notion of agile development applies.
5. BECOME AGILE
@raptmedia @trautmanerika
http://www.raptmedia.com