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April 28, 2020 • Interactive Ads

COVID-19 Effect on Wootagged Audience Behaviour

COVID-19 Effect_Banner

The COVID-19 situation across the globe has led to an increasing amount of “Home Audience” with a steep increase in online activities. Our hypothesis was that with more people consuming content online, they’re probably paying more attention to the contents marketed to them, with varying degrees across different brand categories. This should translate into higher performance for campaigns that have gone live during this period compared to Pre COVID-19. In this analysis, we have put our hypothesis to test across different verticals.

Data Sample :

All data used in this report is measured by Wootag, the Visual Interactive and analytics company that measures the effectiveness of its clients’ Video marketing campaigns. This is done via integrations with leading media partners across the APAC region. All data is anonymous and aggregated.

For the purpose of this analysis, we examined Video performance metrics such as completion rates, time spent, interaction rates and click-through rates of same or similar campaigns for each vertical for Pre COVID-19 (Q4 2019 & Jan 2020) vs. During COVID-19 (end of Jan to end of March 2020).

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Countries :

The Wootagged Video campaigns analyzed for this report span across 9 APAC markets, all of which went in a state of lockdown around a similar time frame from when WHO declared the outbreak.

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1. Vertical: Nutrition/ Personal Care
This vertical has the advantage of being closely associated with essential needs and we had a good mix of brands across SEA markets in this vertical.

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Audience Behavior Uplift During COVID-19
An uplift of 0.5X in completion rates means users are spending more time viewing the content. Uplift of 3.9X in Interaction rate & 3.4X in CTR, meaning users are also actively browsing and purchasing nutrition/ personal care products online.

Wootag Interactive Features used during COVID-19 campaign executions:


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Vertical 2: Food & Beverages
This vertical has the most advantage of being closely associated with essential needs and would reflect the changing users habits with a higher likelihood of ordering the groceries online. The key challenge for brands is to keep the stocks updated.

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Audience Behavior Uplift During COVID-19 we are seeing an uplift of 1.9X uplift in Interaction rate & 2.7X in CTR. Meaning with movement restrictions, users are looking online for food recipes or for the food they can order to their homes and potentially higher than average order value.

Wootag Interactive Features used during COVID-19 campaign executions:

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Vertical 3: Finance
During crisis times, users tend to be more engaged with financial products focused on loans with low interest rates and savings with higher returns, driving higher value for the users.

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Audience Behavior Uplift During COVID-19 we are seeing an uplift of 0.2X in completion rates which means users are spending more time viewing the content. We are also observing an uplift of 0.9X in Interaction rate & 1.5X in CTR, meaning users want to learn more and keep their finances healthy.

Wootag Interactive Features used during COVID-19 campaign executions:

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Vertical 4: Fashion
Spending an increasing amount of time indoors, users are increasingly turning towards shopping for fashion apparels, accessories, and related products online. They’re also very likely to switch brands “loyalty shocks” during these times, which makes for a good opportunity for brands.

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Audience Behavior Uplift During COVID-19 we are seeing completion rates to be constant, but an uplift of 1.4X in Interaction rate & 1.1X in CTR respectively. Meaning users are also actively browsing and engaging with fashion brands as compared to pre-COVID-19.

Wootag Interactive Features used during COVID-19 campaign executions:

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Vertical 5: B2B / B2C
One may argue with more and more countries looking at partial to full restriction on movement, B2C and B2B brands would be at the receiving end. However people are working home and kids are being homeschooled.

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Audience Behavior Uplift During COVID-19 we are seeing completion rates to be constant, but an uplift of 1X in Interaction rate & 0.8X in CTR respectively. Meaning both retail or business users are interacting and considering either buying these products or services.

Wootag Interactive Features used during COVID-19 campaign executions:

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Summary: The rise of “Home Audience” has not only increased the consumption of online content, but there is also an uptick in performance albeit with varying degrees across different brand categories across the region.

If you’d like to explore how you can leverage Wootag Interactivity to engage and convert your target audience in a meaningful way, get in touch with us OR Ask for a FREE Mock with any of the above COVID-19 Recommendations.

Disclaimer – Videos example used at the end of every vertical is for reference only and does not reflect individual video performance.

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Building an Effective Sales Funnel Through the Art of Video Storytelling

87% of businesses in 2019 used video as a powerful marketing tool. This figure is a significant jump from 63% in 2017, and 81% in 2018. 79% of viewers claim that a brand’s video convinced them to purchase a piece of application or software. Also, 84% of marketers have seen an increase in traffic to their website after leveraging video (Source).

These numbers speak volumes about the importance of video marketing in today’s era. But it’s not just about creating any video and putting it out there. You will have to create video content in line with your sales funnel and make them impactful by telling a hooking story to your audience. After all, it’s all leading potential prospects to convert into actual buyers of a product or service.

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A typical sales funnel has four stages- awareness, consideration, conversion, and loyalty. Video storytelling engages people for the long-term by building an emotional connection with your product or service at each of these stages. When they are emotionally invested in your brand, they will have a logical justification in their minds to buy your product/ service.

Here are a few tips you can leverage while crafting a video story for each stage of your sales funnel:
Stage 1: Awareness

In the first stage of the sales funnel, your goal is to turn people into leads. It involves building awareness via word of mouth about your brand. It’s tough to break through the clutter, but you can easily do so by creating a video that tells the story of how you started in the first place.

So, video content in the awareness stage should highlight your brand’s history, but by touching upon the specific pain points that you intend to address. Among the many problems that your brand solves, there will be one overriding problem that your video content should highlight. Identifying this gives you a reverse trajectory to how your audience feels and connects with a product or service.

How-to videos, motivational videos, company culture videos, and awareness videos would be good to leverage during the awareness stage to inspire your audience. Here’s an example of video storytelling you should check.

Stage 2: Consideration

Moving on to the second stage of the sales funnel, which is, consideration – your pool of prospect decreases and the likelihood of conversion increases. This is usually the case when a person engages with your company, asks for more information, and looks to clarify their queries.

In this stage, your content should leverage video storytelling by being more product or service-centric. Your content should directly answer all the questions that your customer may be having. One good way to go about with the process is through empathy mapping, which helps you identify your customers’ emotions, feelings, needs, and thoughts. Here are important questions to ask:

    What does your target audience want to achieve?
    What are the fears or obstacles they are facing?
    How do they measure success?

Explainer videos, consideration videos, product demonstrations, and client testimonials of about thirty-second’s duration would work great at this stage. This video of HSBC Cards is a good example.

Stage 3: Conversion

The third stage is the conversion stage, where you have almost sealed the deal. After becoming aware of your brand and mulling over it, your customer chooses you over your competitors. At this stage, you need to look at your customers as valuable business assets. These are the people who can increase your sales. Here, numbers have more weight than anything else.

Product demonstration videos are great, but honestly, you need to go beyond them to make a greater impact on your audience. Consider making a video pitch. Your video storytelling should give them enough reasons why they should choose you. Tell them how you are better than anyone else. Just make sure you link your pitch to your purchase so that they find it easier to buy what they are looking for.

Clickable videos, demo videos, and call to action videos are perfectly suited to the conversion stage of the sales funnel. Make sure your story is woven around your product or service attributes so that your audience is drawn towards making a purchase. These videos can act as disguised point-of-sale to invite audiences to a whole new buying experience.

Here’s an example of a shoppable video by Adidas.

Stage 4: Loyalty

At the fourth stage, you have almost succeeded in bringing your customers to the apex of the sales funnel. You have made a successful sale, but that’s not enough to complete the loop. You also need to gain their loyalty. We live in an era where customers want more of the brand they choose. In this stage, you become a “brand to remember” from just a brand by building a concrete engagement strategy.

Your video content in the final stage of the sales funnel should craft a story that appreciates your customers for being who they are. Ideally, you should go for FAQ videos, instructional videos and appreciation videos to retain them as loyal customers. You can take to various social media channels to share the experiences of your loyal customers. After all, it’s all about showing how much you care for your customers. Here’s a video you can check out.

Creating video content by backing it up with stories is something that can do wonders for your brand. It shows that you understand your customers and you have the solution they are looking for. It’s not careless, pushy selling; it is about fostering relationships that last for days or even years to come.

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14 SEO Rules That Can Help Your Video Be Found During Active Search

With video content rising in popularity on the world wide web, the competition for gaining more views and/or driving in more traffic to the site is leading many brands to invest heavily into creating quality videos and optimising them for search engines. Here are several actionable SEO tips that can improve your video ranking.

Video SEO
Image Credits: Pixabay

1. Conduct thorough keyword research
When it comes to search engine optimization, you cannot ignore the power of using the right keywords that are relevant to your content. Just as you would with written content such as a blog post or website copy, you should also conduct keyword research for your video content.

There are many free tools online that you can use for choosing relevant keywords such as Google Trends and keywordtool.io, among others. You could also check if the keywords you have in mind have YouTube searches.
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The 2019 Interactive-Video Audience Insights Report – Wootag

In 2019, at Wootag, we witnessed a surge in brand executions across verticals such as F&B, Nutrition, Finance, IT&T to Luxury, etc. Leading to approx. 300 Million views and 3 Billion + data points being processed. This has set us up to support brands in 2020 with strong behavioral insights to help them with both tactical and long-term executions. Go ahead and Unlock the 2019 Insights.

Wootag Audience Insights

Download Wootag 2019 Audience Insights Report.

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March 15, 2020 • Interactive Ads

Video Captions: The Best Strategy for Top Of The Funnel Marketing

Whether you realize it or not, nearly all of your potential customers go through various stages of the buying journey. But what is this buying journey, and how can video captions help you successfully make a sale through this journey? With several other companies offering the similar products/service as you, how can video captions get the attention of potential customers?
Wootag Captions

Understanding the marketing funnel
There is a large pool of consumers out there who don’t know that your product/service exists. To get these people to buy your product/service, you as a marketer or salesperson lead them through, what you can picture as, a funnel. This funnel is made up of three stages – top, middle, and bottom of the funnel. Most consumers go through all these stages before they become your customer.

Top of the funnel or awareness stage
A pool of potential customers resides at the broadest part or the top of the funnel. During this stage, you make potential customers aware of a problem that they might be facing.
With a new (or existing) awareness of a problem, these consumers are looking for ways to fix that problem. They look for answers, research data, resources regarding that problem and how it can be solved, ask for opinions and insights into possible solutions, etc.
As a marketer, your goal is to give them these answers. This is when you also get to introduce your product/service as a possible solution to their problem.
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Top 10 Wootagged Brands in 2019 – part 2/2.

Wootag Top 10

One Touch to Generate Leads:
Armani upped the ante for interactivity to drive Online to Offline store walk-ins by enabling lead gen within the video to drive awareness towards their new store launch.

Interactive Feature: Lead Generation

Interactive How-To Videos :
All Things Hair enabled viewers to select their preferred hairstyle and get to learn about the products which go well with the styles showcased in the video and navigate them towards purchase.
Interactive Features: Product Information, Audience Intent

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10 Must-Follow Rules to Ace Video Marketing in 2020

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As we step into 2020, the use of video marketing by organizations is only growing. Be it FMCG, automobile, finance, fashion or any other niche, video marketing is a booming realm for everyone right now.

    92 percent of marketers who are using video marketing say that it’s an essential component of their marketing strategy. This number was 91 percent in 2019 and 85 percent in 2018. Also, 99 percent of marketers who use video for their marketing campaigns say that they will continue using video content even in 2020 (Source).

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    Nailing the video marketing ballgame

The above numbers clearly indicate how important video marketing is in today’s brand marketing scenario. However, the question that crops up is how to get the best out of video marketing. Without much ado, let’s take you through some of the rules that you must follow for this:

#1: Get your goals clear
The first step to acing your video marketing is to outline the goals you wish to achieve. It’s perfectly alright to create videos for every stage of your conversion funnel, but not without deciding your target stage. Here’s a quick overview:
Awareness stage: Create videos to attract new customers.
Consideration stage: Create videos to engage your audience.
Decision stage: Create videos that will close the sale and nurture your prospective customers.
You can also come up with video ideas to delight those people who have already made a purchase. Not to forget, an internal video would be a great way to recruit new employees or to boost the motivation of your team.
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Part 1 of Top 10 Wootagged Brands in 2019! Tap to learn more

Here’s a list of top 10 Wootagged Brands in 2019 – part 1/2.

Wootag Top 10

At Wootag, We have handpicked the top 10 brands that have enabled differentiated and award-winning Interactive Experience across various countries and unlocking performance! Here are the top five of the 10 brands, the next five brands coming your way soon…stay tuned!

Interactive Profiler from Cream Silk

Cream Silk from The Philippines unlocking users to select their persona ( Hair Style) within the video and letting them watch their preferred hairstyle.

Interactive Feature: Choose Your Persona | Video In Video | Interactive Pixels 

Brand: Unilever

 

Interactive Short to Long Form

Standard Chartered enabled viewers to interact with their brand refresh campaign allowing viewers to watch a long-form video within their short format ad placements, thereby achieving both scale & performance.

Interactive Feature: Video In Video

Markets: Singapore, Taiwan

Brand: Standard Chartered

 

One-Click HotSpot from Adidas

Adidas allowed users to interact with their latest shoe line through a HotSpot experience driving product recall and interaction.

Markets: Australia & New Zealand

Features: HotSpot | Showcase Gallery

Brand: Adidas

 

Choose your flavor from Nescafe

Nescafe ran an interactive poll to learn about the user’s intent towards new coffee flavors, eventually creating an interactive product study through their video marketing.

Market: Indonesia

Interactive Features: Poll

Brand: Nestle

 

Interactive Journey across Online & Offline

Uniqlo and Bobbi Brown for the first time mixed both Online and Offline experience within their video marketing by enabling viewers to interact with the product gallery and drive them towards online purchases along with a list of offline stores where they can walk-in.

Market: Malaysia, India, Singapore

Interactive Features: Product Gallery, Store Locator

Brand: Uniqlo, Bobbi Brown

 

Convert viewers into customers with Wootagged Interactive Videos. We love to hear from you and learn how we can help you. So, if you’re considering using Interactive Videos and want to know more, drop us a line and let’s chat about it.

 

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Transitioning from Users to Viewers Experience

wootag-interactive-video-player-1024x523User experience (UX) led the digital landscape transformation over the years. Design thinking evolved even as brands realized that websites and apps needed to be intuitive, easy to navigate and beautiful. While videos started out as a component of UX, they have now taken centre stage as far as creating a holistic viewer experience (VX) is concerned. In fact, VX is the new UX

Learning’s from User Experience Across All Channels

User experience (UX) refers to end-users’ digital experiences across products. It deals with consumers’ interactions with products and their experiences through this process. The experience the user has with each of these channels shapes their overall UX with the brand or company. Failure of UX in any channel has a negative impact on the overall user experience. Despite the focus on UX, a study finds that 72% out of 700 million websites fail to engage users consistently or in driving conversions. Three out of four apps are not used after the initial download.

Why Viewer Experience is Must

The transition to ‘VX’ from “UX’ has already happened. The quality of VX is deemed to be the most crucial factor that determines viewer engagement. VX is not about creating a single isolated video or explainer video on top of the website, but about creating a visual framework that includes multiple media assets all of which fit into the positioning of the brand. Optimal viewer experience is lined to engagement levels, recall and retention, conversion rates, ROI, lead generation and brand loyalty.The compelling power of videos is a major reason why the value of VX is phenomenally growing. People love watching moving images and interactive content much more than any other media. A staggering statistic is that by 2021, videos will comprise 80% of the total web traffic.

Interactive Video: Powerful Statistics

The future of interactive video marketing is already here. These trends for 2019 prove the dominance of interactive videos as marketing tools:

  • There is a 100% increase in mobile video consumption every year.
  • On YouTube, viewers watch more than one billion hours’ worth of video content every day, while on Facebook, video views per day are more than 8 billion. About 35 videos have had more than 2 billion views as of July 2019.
  • 93% of businesses gained a new customer on social media as a result of an interactive video.
  • 90% of consumers make a purchase decision after watching product videos.
  • Interactive videos boost viewing time with 88% more time spent on a website with an engaging video.

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September 17, 2019 • Interactive Ads, Interactive Video, Video Marketing

AdAsia and Wootag partner up to deliver interactive ads to Asia

AdAsia, an advertising technology solutions provider and part of AnyMind Group, has today announced a partnership with video marketing and analytics platform, Wootag, to integrate and deliver Wootag’s interactive video advertising units through the AdAsia Premium Marketplace.

This partnership plays to the strengths of Wootag’s interactive advertising unit and scale of the AdAsia Premium Marketplace across Asia.

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Wootag’s interactive video ad unit enables advertisers to serve video ads that feature in-video interactions including the ability for users to perform, at various points of the video advertisement, purchases, sign-ups, participate in polls, receive promotions, view product catalogs, make bookings, view store locations, and more, without leaving the video ad. This allows advertisers to drive more interactive and outcome-oriented advertisement engagement and provides a seamless advertising experience for users.

Raj Sunder, CEO and founder of Wootag, said: “At Wootag our vision is to harness the power of human curiosity with immersive interactions within the video and leverage insights to understand their behavior. Our partnership and integration with AdAsia further strengthens this vision by enabling more native experiences across AdAsia’s pool of premium publishers in APAC. In addition, creating combined insights to drive creative enhancement and personalization to achieve both audience and brand objectives.”

Publishers can simply implement a single AdAsia ad tag to access available display and video formats and demand, including Wootag’s interactive video ad unit, dynamically placed on a page based on content density and user behavior. Advertisers can programmatically access Wootag’s interactive video ad unit through the AdAsia Premium Marketplace or Wootag platform, and deliver advertising to viewable, brand-safe inventory across more than 880 premium publishers throughout Asia, such as Kompas, The Philippine Daily Inquirer and Pantip.

Vivek Misra, Director of Strategic Initiatives for AnyMind Group, said: “Advertisers now have access to a scaled and curated, high-quality publisher marketplace in Asia for display and video advertising. Coupled with Wootag’s interactive video ad unit, advertisers can leverage on a highly engaging and experiential unit, and in fact, use video advertising as a lower-funnel ad format. At the same time, publishers in Asia can now offer greater user experience and retention.”

“Interactive video, in conjunction with our offerings in advertising, influencer marketing and the CastingAsia Creators Network, provides marketers with a very unique end-to-end solution to build well-connected marketing storylines across high-quality publishers, social media channels, video platforms, and even out-of-home media,” said Misra.

AnyMind Group currently offers various marketing solutions through AdAsia and CastingAsia. Apart from the AdAsia Premium Marketplace, advertisers can access the AdAsia Digital Platform for Advertisers and managed services, and for publishers, the AdAsia360 platform. For influencer marketing, CastingAsia offers an end-to-end influencer marketing platform that allows users to discover, activate, manage and track influencer marketing activity, and local teams with influencer marketing expertise across Asia. Additionally, AnyMind Group currently operates a DOOH marketplace for Thailand.

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