VIDEO IN COMMERCE MIKE ROGGE: Senior Engagement Manager (Digital Media) PAUL TOMSIC: Senior...
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Transcript of VIDEO IN COMMERCE MIKE ROGGE: Senior Engagement Manager (Digital Media) PAUL TOMSIC: Senior...
VIDEO IN COMMERCEMIKE ROGGE: Senior Engagement Manager (Digital Media)
PAUL TOMSIC: Senior Solutions Engineer (Commerce)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Who We Are Mike Rogge
Sr. Engagement Manager - Media
Paul Tomsic
Sr. Solutions Engineer- Commerce
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Embrace video, and do it in a hurry, lest you be left behind.
Embrace Video And Do It In A Hurry – lest you be left behind
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Consumer Expectations
of consumers expect to be able to watch videos on manufacturer websites
36%
expect to be able to download content such as manuals and how-to guides for complex products
52%
(source: Forrester)
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Video volume and concentration on the RISE
of all online retailers using video have 1,000 or more videos on their site
32% 36%
< 10 VIDEOS
18%
100-1000 VIDEOS
14%
11-100 VIDEOS
32%
>1000 VIDEOS
(source: ReelSEO)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Video in Commerce is on the RISE
#1 95,000 est videos
#28 IR 2010 rank
#2 72,635 est videos
#1 IR 2010 rank
#3 30,000 est videos
#25 IR 2010 rank
#4 18,000 est videos
#11 IR 2010 rank
#5 11,198 est videos
#32 IR 2010 rank
#6 9,000 est videos
#42 IR 2010 rank
#7 7,870 est videos
#21 IR 2010 rank
#8 4,070 est videos
#48 IR 2010 rank
#9 3,625 est videos
#22 IR 2010 rank
#10 3,617 est videos
#35 IR 2010 rank
10 of the IR’s Top 50 are the sites with the most indexed videos, including the #1 retail site.
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Consumers are driving demand for video
21% Increase 13% Increase420 Million
view of retail videos in Q1
2011; 13% higher than
Q4 2010
Sunday Sky’s: The State of Video in eCommerce Report
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Use Video to Engage At All Points in the Purchase Funnel
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Casual Browsers
Path to Conversion
Awareness Engagement Action
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Video Increases Engagement
(source: Content Marketing Institute)
Growth of Videos Watched
of online video viewers say they enjoy watching a video next to an article, suggesting the power of video in a content marketing effort.
57%
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Video encourages shoppers to linger
consumers want to know more about their products and companies they
engage with. Retailers found that to keep viewers interested, videos need
to be a mix of entertainment, education, and engagement
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Engage Consumers
(source: Gucci)
Simplenavigation
Easy click to purchase
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Live Events Are Your Friend
(source: New York Times & Ralph Lauren)
Embedded “magazine” right in
the NYT iPad app
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Interested Shoppers
Path to Conversion
Awareness Engagement Action
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Aide in Conversion
Marks and Spencer’s agency, Adjust Your Set, tracked an average sales uplift of 30% across categories where product video supports the sale….
30%
With some categories seeing conversion uplift of more than 90% where video was used.
90%
(source: Forrester)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Familiar, ease-of-use
(source: Marks & Spencer)
The productsmentioned in the
videos are called out in a separate box, with prices and links to product pages andeCommerce sites.
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Inform Consumers
Clean straight forward video complete with instructions
Easy navigation
Buying without being
invasive
(source: Mark&Spencer)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Existing Buyers
Path to Conversion
Awareness Engagement Action
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Helpful Videos Illustrate Tasks
(source: Zappos & Forrester, “WebSite Functionality Benchmark 2011”)
“Littlewoods and Zappos.com use videos to creatively
illustrate the return process more clearly for their
customers. Though not inexpensive, this high-touch
feature could provide a personal feel to a key interaction for these
customers.”
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Be Respectful
User-initiated videoUser-initiated video
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
One-size does not fit all
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Key Take-Away
• Work Out Objectives In Advance• Build Brand Awareness• Start Small To Prove Value• Contain Traffic To Your Site
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Your Video Delivery strategy
QUALITY
•Consumers are not receptive to poor quality.
•Long startup times and rebuffering events lose eyeballs. •Higher bit rates gain eyeballs.
EFFORT
•Get as many eyeballs as possible without complexity.
•By limiting complexity you reduce costs.
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Devices? Players/applications? Formats? Codecs? Containers? Protocols? Oh my!
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Progressive download vs Streaming
- No automatic multiple bit rate (MBR)
- Usually encoded to least common bit rate
- entire file downloads- Seek is slow
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Use Multi-Bit-Rate http chunked content to solve bandwidth challenges
30
0kb
ps
1.2
mb
ps
Optimized Experience
Internet Varied bottlenecks – Broadband & Mobile Networks
30
0kb
ps
60
0kb
ps
1m
bp
s
60
0kb
ps
Pick bitrate based on actual moment by moment bandwidth and rendering conditions
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
The Problem with streaming – complex & redundant workflows
•Separate content preparation for each streaming format ( For Live & On Demand!)•Disparate security mechanisms
metadata
300k600k
1200k2400k
300k600k
1200k2400k
300k600k
1200k2400k
Encoder RTMP
Encoder MSFT
Encoder HLS
MBR - Flash
MBR – Apple HLS
MBR Smooth HD
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Simplifying workflow
•Common set of On Demand Assets (multiple bit rates) serve multiple output formats•Common input Live Stream (multiple bit rates) serve multiple output formats
300k600k
1200k2400k
Encoder
MBR - Flash
MBR – Apple HLS
MBR Smooth HD
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Ideal Delivery flow -- future
•Simplify Adaptive Streaming•One broadcast input to multiple devices•Opportunity to take mezzanine files and reach all customers
Output in Multiple Formats
3.5Mbk900k 600k
50kor
MP4FLVF4V
3.5Mbps900kbps600kbps
ProgressiveMP4
X
X
Transcoding
X
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Measure, analyze, refine, and succeed
• Collect and analyze real-time quality and traffic information
• Collect and analyze information on asset consumption
• Get data for all streaming targets
• Make sure to gather data on both Live & VOD
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Security
• Restrict video views to identified geographic locations
Content targeting/Geo-
Fence
• Origin issues token/enforce entitlementToken
• Verifying that the player is being usedPlayer Verification
• Video is encrypted and requires key for playEncryption/DRM
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Conclusion
•Target multiple devices to capture the largest audience•Use http streaming to deliver the best quality•Measure, analyze and refine strategy
Paul – ptomsic AT akamai.comMike – mrogge AT akamai.com
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
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