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February 4, 2019 • Interactive Ads

Embrace 2019 Video Marketing Trends

Celebrities in Video Marketing

Influencers and Video Marketing


Aren’t you curious how other brands embrace the latest video marketing trends? Keep your business and marketing ahead of the game and look at how others are adapting to market changes. Make most of the essential trends paving the way of today consumers behaviour.

Watch fresh take on celebrity & brand collaboration

Levis x Justin Timberlake 

Endorsement of celebrity can increase customer purchase decision, and they are more likely to make an in-store purchase by x10 after seeing your ad. Advertisement featured celebrities appeal stronger to your customers’ emotions. They help to create awareness and gives your brand credibility. People love to see familiar faces on a product, they admire and want to be like celebrities. Take advantage of it to live imprint of your product image for longer in their mind. If you want to see more of a celebrity endorsing a fashion brand, don’t worry! Levi’s has got it covered allowing you to browse their JT catalogue, right within interactive promo video! Check out fantastic cooperation between Levis x Justin Timberlake:

 

 

Maybelline x influencers

How to combine great product and increase awareness in a young audience segment? We have a perfect example of a brand which always knows how to put in action the latest marketing trends and never stays behind. Take a look at how Maybelline is using local influencers @mskuan and @sweetqismina in a video ad for the Malaysian market. Brand use endorsement of local influencer to raise awareness and created an effective strategy for the local market.  They didn’t only forget to interact with the audience by giving them the possibility to shop within video achieved great campaign results.

 

Would you like to read more about the latest trends? Look no further it’s just one click away: Six Top Interactive Video Trends You Should Consider in 2019

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Six Top Interactive Video Trends You Should Consider in 2019

SIX-BEST-VIDEO -TRENDS- 2019

Top Interactive Video Trends 2019

 

It’s the beginning of the new year, which means developing a new marketing and content strategy for your brand. Wouldn’t it be great if someone gave you a road map for 2019, and told you what your audiences expect from you this year-video content wise?

If you are thinking about researching video trends, we have got you covered. By looking at what worked in the past, and the kind of videos people have been paying attention to, we have come up with six exciting and most importantly doable trends for this year. We hope that these trends will help you plan your video campaigns for more effective results.

The future looks bright

Videos are continuing to captivate people’s attention, and it’s just going to get better this year. Cisco’s Visual Networking Index Forecast states that by 2021, 80% of internet traffic will be dominated by videos. Live videos, augmented reality and virtual reality content will also increase significantly in the coming years.

What did we learn from the past?

2018 was a great year for video content. YouTube’s end of the year statistics shows that in 2018, the top 10 trending videos alone were viewed more than 673 million times. 2018 was also the year Netflix launched its first interactive show Bandersnatch,  part of its Black Mirror series. But looking a bit further, this statistic from Google is what we should all be revisiting to truly understand the impact of videos – “Half of 18-34 year old YouTube subscribers would drop what they’re doing to watch a new video by their creator.”

Considering the best of past learnings and factoring in what we know about the future, we have come up with the following trends for 2019. We have answered the whys and given you key aspects to consider when you work on them. Here is what we have for you:

Make the most of live videos in your video campaigns

Why? After reading Cisco’s predictions above, we are sure you don’t need further convincing when it comes to living videos. Vimeo’s blog post on the best of 2018 stated that -“Four of esports’ biggest events garnered 190.1M hours (a cool 21,700 years, if you’re counting) of live streams in 2018 (SportsPro)”.Not only are people viewing more of such interactive videos, but they are also streaming more live videos.

But it’s not just the high numbers that should get you on board with live videos.  Research has shown that consumers prefer to watch live videos of their favourite brands as compared to prerecorded ones. As a company, they give you instant access to consumer reaction.

Points to Ponder —While live videos, sound like an easy trend to get on, they do require a lot of planning and forethought into the content for effective results. You could either host an event and invite speakers, or give a behind the scenes look at your brand. Live videos present an immense opportunity if you plan them well.

Use Social Media Stories To Highlight Your Products

Why? From Facebook stories to Snapchat to Instagram, it’s getting impossible to turn away from stories once you know someone has shared a special moment of their day. Insta Stories is becoming everyone’s most preferred choice. More importantly, stories are short and effective. Your brand gets that instant reaction from its followers.

Points to Ponder–Most popular Instagram story types for brands are merchandise display and an inside glimpse of the company’s happenings. Most industries when it comes to stories are Fitness and Fashion. So if your brand relates to these categories it might be time to add sneak peeks of your merchandise through short interactive video stories.

Invest in Influencer Marketing For More Engaging Video Content

Why? Sponsored posts on Instagram will reach 32M in 2019. Through interactive videos on their feed, influencers can give your brand a more relevant audience who are definitely interested in your products. As Socially Sorted explains, showing the human side of your business is extremely important.

Points to Ponder–Influencers and ‘Social Media Takeovers’ by guests can help you bring in that human side of your business. You can also set up live interviews and sessions with influencers, for your interactive video content. These are often easy to plan and execute, and they combine the live aspect with influencer marketing.

Think outside the box contentwise

Why? Interactive video engagement does not have to simply be about showcasing your products or streaming an event, live. You have to think outside the box while strategising content. Can you explore interactive videos in an area where they have not been used previously, for your brand? Will that gets people talking about your brand?

Points to Ponder— “Will you fit into Deloitte?” an interactive recruitment video by the company gives us a glimpse into the company’s culture. By answering a series of questions on what action the viewer would take, this interactive video also helps potential Deloitte aspirants understand if they are suitable for the organisation. Did you ever think recruitment and interactive video strategy could come together? In 2019, you need to push the envelope and get creative on how you can use interactive video engagement for better visibility of your brand.

Bigger, Better and Brighter Interactive Videos
Are What Will Captivate Your Audiences

Why? Interactive videos are getting bigger and better, which means you need to keep up. Remember everyone is looking at videos, and you will be competing not just for your brand, but also for the kind of content you put out there. Quite simply, your viewers will be expecting more from you.

Points to Ponder— Augmented reality, projection on a 3-D surface, 360-degree videos- consider ways to make your interactive videos more and more engaging. Check out this video showing the 3D and Holographic Projection of Coca-Cola’s One Brand. This video shows the impact such projections can have on your brand image. As you start incorporating interactive video ads in your content plan, think about ways to get your viewers excited about your content.

Videos As Part of Your Email Marketing Strategy

Why? Interactive videos in your emails make for excellent marketing strategy as they immediately draw the viewer’s attention. People do respond positively to the brand after watching a video. As a viewer yourself, simply think about how much time you will spend on a long email, as opposed to a brief one with a video that says it all.

Points to Ponder— If you do decide to include videos in your email make sure they are well curated, short and have content that resonates with the people who trust your brand. Host the same video on other platforms to give your videos more visibility.

Just Make More Videos

Why? Well, now that you know everyone is looking out for them, there is no questioning this trend. You just need to increase your video content to match your audience’s expectations.

Points to Ponder— More videos should not impact the quality of your content. If you feel too much pressure in creating more video content, break down your content plan to alternate between different forms. You can recycle some of your blog posts into videos, which will also help you emphasise some of your brand’s key features. Most importantly, have fun making them!

So there you are. Your interactive video plan for 2019- Go live, use social media stories for merchandise display, invest in influencers, email catchy videos and create unique, trendy and better video content! Most importantly, create more videos!

As you sit down to chalk your interactive video marketing plan make sure you read through Hubspot’s ‘The Ultimate Guide to Video Marketing’. It has many tips and pointers that will help you create effective videos. Videos are no longer just about views. They are about experiencing your brand and giving your audience a taste of what they would be getting with your products. It’s time to get creative with your videos this year.  

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Best Ways to Use Interactive Videos

best-way-to-use-interactive-videos

Best Way To Use Interactive Videos For Your Brand

A lot of the videos out there are linear in form – you view them, feel moved by them (or not!), and then you proceed to ‘like’ them, share them or start watching another video. They provide a multi-sensory experience but don’t go beyond it to interact with you. Interactive videos fill this gap by including ‘hotspots’ that you can click within the video to interface with the content in different ways.

If your business is already utilising video marketing, interactive videos can be the evolution that you have been seeking from the regular audio-video experience your audience is accustomed to. You can consider a variety of ways to incorporate interactive technology into your product or brand videos, as discussed below. But what are the best ways to use interactive videos? 

Generate leads directly from your interactive video

Videos should rightly focus on selling experience or a benefit because it is what reels people in and encourages them to view the full video. If sufficiently convinced, they will want to know your brand better, try before they buy or at least kick-start some sort of engagement. However, as this involves some investment of time (even if 10-15 mins), some if not all viewers may postpone this effort if they are not sufficiently motivated or don’t have an urgent need for your product.

What if you could eliminate this ‘extra’ effort and offer viewers single-click access to:

  • Contact details
  • Subscription forms
  • Additional product information
  • Product purchasing
  • Social media pages

When the option is right before them, potential customers will be more inclined to take the initial step and enter your sales funnel as leads. Interactive videos offer ease and convenience to your audience and fire up your lead generation.

Speed up sales

Instead of a lead capture form, what if you placed ‘add to bag’ options in your video? Viewers who are ready to buy will feel more compelled to act then and there than if they were browsing the same products on a website or a third-party marketplace catalogue.

On your website, fear-of-missing-out (FOMO) messages such as ‘Hurry! Only 5 pieces left’, ‘Buy while supplies last’ or even a ticking clock next to your product can push quick sales. A direct purchase from within your interactive advertising video may not necessarily create a sense of urgency, but it will catch viewers ‘in the moment’ when they are most susceptible to suggestions.  

The human mind is highly susceptible to subconscious or subtle cues. Up to 40% of consumers change their minds at the point of sale because of something they see, hear or learn [Dhar, R (2012). The Irrational Consumer: Four Secrets to Engaging Shoppers Huffpost Apr 17, 2012]. You have the opportunity to generate interest from those who may be contemplating a product similar to yours. They will view your ‘add to bag’ suggestion differently than when they are watching a linear video. Even if the audience only interacts with your video without buying the product, they now have an experience with your brand, which will leave a lasting impression on them.

If your interactive video has a substantial impact on viewers, there is a possibility that some will directly proceed to purchase from within the video because it is that simple to begin the process to owning the product.  

Imprint the promoted product in viewers’ minds

It is a well-known fact that we are more predisposed to remembering content with videos and images than text alone. We are exposed to tons of online visual content every day. So, there is not one but potentially multiple images or videos or parts of a video that may stick around in our minds at the end of the day. That means your video will be competing with many brand/product advertisement videos to recall stakes.

An interactive advertising video would be more easily recalled due to its engaging and possibly unique nature. You may not recollect everything your manager said at the meeting where he was doing all the talking. However, you will be able to recount – may be even in sequence – an encounter with your manager, colleague, client or friend when the communication or participation was two-way, with one reacting in response to the other.

Unlike a usual brand video where your audience is only watching, in an interactive video, they are engaging more actively with it. They are getting to know your product/service through a continuous experience. At the end of the experience, they feel more intimately connected to your product because they know more about it.

The cumulative effect of video and informational text will have a more significant impact than video alone. Also, as an interactive advertising video does not overlay on the file, instead of showing hotspots and gives you the option to click, there is no disruption to the viewing experience. Even if the viewers choose not to click on hotspots to get more product details and only watches the video, they can replay it and this time, interact with the product they liked.

Enhance educational videos

If you feel that an educational approach to a video is the best way to intrigue and engage your audience, interactive technology is your best friend! You can explain your engagement model (ex: BPaaS), a new service, a complicated/multi-layered product more effectively. Your audience will be learning through doing, so to speak, and will have gained a more rounded understanding of whatever you’re trying to explain to them. Check out this is Wootag’ed interactive video of Unilever brand Lady’s Choice, and compare it with this is regular video advertisement Lady’s Choice brand video. Interaction does make a difference in experience and perception for a customer.

It is time to power your marketing and sales with interactive technology. Try it now to improve business outcomes from your online advertisements.

 

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Never Stop, Never Settle – Interactive Video Brand Advertising in Beverage Industry

E-commerce has taken many industries by storm in past years, and the beverage industry is no exception. Despite many legal challenges to online advertising and sale of alcohol beverages, the industry has grown 20% YOY over the past 10 years*. Many baverage brands started to use interactive video brand advertising to tap into more significant possibilities of video.

Interactive video brand advertising

Brands like Hennessy are swiftly adapting to new market demands and presenting their products to potential consumers in more creative ways. Hennessy proved that engaging with the online audience is brings measurable results to the marketing strategy. They effectively showed off simple infographics to audiences using Wootag’s Showcase feature! Most of the popular alcohol beverage brands adjusted well to market and learned how to mix traditional marketing with digital interaction, engagement, social media, and a dash of a best digital trend to their best advantage.

Watch the full impressive interactive video execution from Hennessy and get inspired to try by yourself!
* Euromonitor

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How to create a highly effective video campaigns

Interactive Video Marketing Strategy

Creating a piece of video content is no easy feat, so it goes without saying that we all want it to perform! Perhaps you want to increase traffic to your e-commerce site, improve customer engagement or achieve higher brand awareness. We can’t tell you how many times we have faced the same situation! Here are some of the success tips we religiously follow and its shown us promising results! We hope it does for you too.

Video Marketing Strategy

First, to kick off your video marketing campaign, you need to have a video marketing strategy. This might sound like common sense, but you would be surprised how many marketers underestimate this and end up not doing it!

  1. Define your goals

Choose goals for your video marketing campaign. Sometimes there are tradeoffs with videos. You cannot have it perform across all metrics. Let’s take a 2 min short story for example. Now the creator of it may want to reach the highest number of people possible, and so the goal might be high video completion rates. However, if the creator wants high engagement rates, i.e. people navigating away from the video to a landing page, it might reduce video completion rates but increase traffic to the landing page; so there will be a tradeoff.

  1. Know your Audience

It is crucial to gain a deep understanding of who your customers are and what motivates them. For example, buyers of fitness lifestyle wear might be ideal for targeting gym memberships, fitness supplements, or fitness products. If you can successfully do this, you would be able to drive motivated consumers to your website, rather than passive viewing of your landing page. Motivated consumers = healthy ROI on campaign spending.

  1. Choose a distribution channel

Select the right distribution channel. Think Facebook pages, Instagram, instream and outstream advertisements. If you know your target audience, you know where they consume content. That is where YOUR video content should be to connect with the audience easily.

  1. Be creative

Now that you have got this down perhaps you are wondering how you can get consumers of your ad actually to click on your ad?  Be creative, catchy, make it memorable and appealing to the specific target audience. If you do this right, along with being in the right place for your target market, you will get a high response rate. I’m browsing golf clubs, and I see an ad for training to get two strokes off my game? Awesome! Entertain and evoke an emotion of the viewer.

  1. Video length matter

Video length is a tricky thing, but what we know for sure, the trend over the last decade proved the value of shorter advertisements. Gone are the days of long form commercials, there is no place for that in the online world. Videos as short as 15 to 30 seconds have seen great results, but this can vary based on region and distribution channels. We would recommend to dive into past data of your campaigns and use that to predict future performance.

  1. Include a call to action

Incorporate a call to action, that’s the most critical part of your video ad campaign, the chance to motivate your audience to take steps toward becoming a customer. However, the caveat here is, consumers are only going to be motivated to click on your product if they feel it will provide real value to them, regardless of your sales tactics.

  1. Add Interaction to Video

Yes, we know this is cheeky, recommending to use our product, but we wouldn’t put this here if we didn’t think we could unquestionably provide value! Interaction within the video will set your video apart from the majority of advertisements that are not using interactivity in ads. This will shift your viewers to active viewing as they may feel more engaged, and this will show in your data when active viewers convert to your goals!

Some of the advantages of interaction within videos are:

comparison-Iinear-video-vs-interactive-video

 

Interactive Video Statistic

Interaction drives engagement by allowing viewers to choose what content is relevant to them and access more information without being redirected to another webpage. With a simple click/tap, they can find the nearest shop, shop the products, book a hotel or subscribe to a newsletter. By being mindful of how you add interactions to your video you can increase engagement, views, and CTR simply and intuitively.

Let’s take a quick look at a comparison on results from linear/traditional videos vs interactive videos:

Linear video advertisement  vs interactive video advertisement

Average Video Completion Rate

 

Video-Average-CTR-Rate

 

Video-Average-View-Time

 

The data speaks for itself! To interact or not to interact is the viewers choice, but even zero interaction is a choice that the consumer made which is more data than a non-interactive video ad.

 

Interactive Video Marketing Examples

Interactivity in video ads can accelerate positive behaviour of your customers and drive significant business value. Just check these creative executions of interactive videos which increased performance:

 

Harley Davidson

“Battle of the Kings”

Harley Davidson effectively used Wootag video interaction to conduct a voting contest to pit custom built bikes against each other. You’ve got to check some of these out, they are beasts!

Visa’s execution was able to generate an incremental interaction time of 6s when viewers clicked into the interaction point driving awareness uplift.

 

Prudential

“Interactive recruitment strategy.”

Prudential uniquely caught potential employees’ attention with a catalogue of options for job scopes that might not have been known to exist in an insurance company!


A new style of approach to HR marketing drove 6.6X uplift of viewers to interact within the video to learn more about jobs available in Prudential. Watch the Full video here!

 

Nestle NANKid

“Binge Watch” execution

Nestle leveraged on brand ambassador young NANkid Scarlet Snow and Wootag’s platform to create a series of advertisement with an episodic implementation! Viewers could binge watch her whole Swiss Adventure without ever leaving the first episode.

This unique style of video advertisement execution drove 7X uplift of interactive views within the video to view more of her Swiss Adventures. Watch the full video here!

 

YSL

“Holiday Shopping Fever”

Last holiday seasonal offer by fashion brand YSL showed off their special deals with a beautiful showcase style gallery right within the video!

YSL’s seasonal execution drove 3X uplift of traffic to the YSL e-commerce site. Watch the full video here!

 

Key Takeaways

No matter if, you are a small, medium or enterprise business you should consider including video content in your marketing strategy. According to Cisco “by 2020, there will be almost a million minutes of video per second crossing the internet, and this will account for 82% of all consumer web traffic”. Though 64% of marketers see a video as the most challenging type of content to create, it is definitely worth to invest in it, not only because interactive videos are the market trend, but also because it drives awareness, engagement, and revenue (Ascend2’s State of Content Marketing). By adding interaction to your video ad or content, you transform the viewer experience and capture valuable data and insights about your potential customer behaviours which allows you to adapt your video and e-commerce strategy in real time for more engagement, views, CTR, and eventually higher sales! If you want to start today with interactive videos, sign up for a demo now and create your pilot project today! You can also check out more inspiration and examples of interactive videos here. Start your interactive video journey now, the future awaits!

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The Top 5 Interactive Wootag’ed Brands in 2018

2018 was the breakthrough year of interactive videos. We’re excited about our best performing advertisement of year. To help you recap take a look at our Top 5 Interactive Wootag’ed Brands in 2018 who have seen tremendous uplift in their performance by interacting with their audience across locations likes of Singapore, Australia, Japan, HongKong, Philippines & more.

Shop the Looks from Coach

Coach was able to showcase a gallery of the amazing Coach X Selena Gomez collections right within the video with interactive touch points addressing audience curiosity instantaneously

Interactive Recipes from Knorr

Knorr drove the audience to engage with a recipe video by consuming the content, interacting within the video to learn about recipes and drive them towards commerce upon validating interest.

Choose your Adventure from Ford

Ford X Wootag provided a unique “Choose your adventure”interactive viewing experience driving audience towards their preferred Ford EcoSport features, in turn generating valuable insights.

All Things Hair from Unilever

ATH aims to be a ‘one-stop-shop’ on anything hair related, driving curiosity, intent, and consideration powered by Wootag

 

Would you like to see more Wootag’ed interactive videos? Click here

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Programmatic Channels Viewing Experience – Ford

This week take a look at a powerful execution by Ford, across programmatic channels, to increase the awareness and time spent by the audience within their videos by using Wootag’s Video in Video feature!

Ford was able to provide a “Choose your adventure” type of video viewing experience where viewers chose the feature of the car they were most interested in giving Ford valuable data insights on what features matter to which viewers based on their targeting metrics.

Ford X Wootag with this unique type of interactive viewing experience which generated uplift in view time and valuable insights on the Ford EcoSport features which mattered the most across their audience.  

Visit Wootag.com to learn more about more various interactive executions and insights!

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January 8, 2018 • Interactive Ads, Video Marketing

Converting 5 Million + Audience into Customers – The Wootag Way

Converting Audience into Customers the Wootag Way!

Converting audience into customers - Wootag way

Wootag – Video Interactive and Insights Platform

Would you like to see more infographic about interactive videos? Click here

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December 21, 2017 • Interactive Ads

Wootag’s Picks for Best Engagement Videos for 2017

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Here’s a rundown from the ads that have made an impact, either with thought provoking campaigns, audience engagement or the use of effective content marketing. From the masterful to the memorable and inspirational, here are Wootag’s picks on the best video advertisements of 2017.

By telling stories that are customer-centric and not overly aggressive on product placement, these video ads have made themselves adaptable to universal themes, relevant to their audience and successful in driving engagement. They can enable themselves to be more dynamic and versatile using marketing platform tools such as Wootag.

Wootag helps clients across a range of industries such as retail, IT, financial services, travel and consumer goods to broaden their engagement and visibility. These may include increasing awareness of product variants, driving online sales, transitioning from online to offline and increasing booking and purchasing add to cart functions. Through these areas, interactive video becomes a definitive complement to ensuring an integrated consumer experience that drives a human touch. To have a closer look, please visit www.wootag.com/explore.

Thought Provoking Campaigns

Heineken Worlds Apart

Using a beer ad to raise deeper issues is definitely something alcohol guzzlers wouldn’t expect. The #Worldsapart campaign asks the question, “Can two strangers with opposing views prove that there is more that unites us than divides us?” Individuals with contrasting and extreme views are paired and they enter a rich dialogue over chill beers.

 

IKEA Lion Man

Globally recognised for defining the feel of a living room, IKEA this time puts a twist with a rugged, admirable strength of the lion. The importance of well being and relaxation are articulated through the lion’s reminder to see the world as “wonderful everyday”.

 

Audi’s Daughter

https://www.youtube.com/watch?v=G6u10YPk_34

More than just a family story about a young girl emerging champion of a race, this Audi ad makes a poignant point about gender equality. A father in supporting his daughter is worried about her loss due to unfair points and he struggles with having to break to her how she is part of a world that puts men above women in numerous fronts.

 

Nike’s ad with female athletes

As gender norms are still strict and repressive in the Middle East, most brands shy away from exploring the subject. For Arab women to be successful athletes, they are defying the conventions of women in their society. From Parkour to singing to fencing and boxing, these women are heralded as inspiring and leading activist figures.

 

Audience Engagement

 

McDonald’s Malaysia uses snappy teasers for a product campaign

McDonald’s Malaysia has taken a leaf out of Netflix’s approach to short snippets to engage viewers. The fast food giant used a series of shorter 12-second ads to drive visibility of its new campaign, paired with a 46-second spot to entice viewer participation when they launched the Spicy Korean burger. The ads were inspired by Korean drama storylines and give viewers their opportunity to sink deeper into the story.

 

Celcom builds emotional ties with engaging teasers

Celcom, a long-standing Malaysian mobile telecommunications company, sought to use short videos that were released gradually, to build emotional connections with its customers. The 30 short-form videos led to a more substantial campaign released after Hari Raya.

 

Burger King dishes out a whopper on bullying

A hidden camera statement that makes a moving statement about bullying is the genius aspiration of Burger King. Overall, the video cleverly weaves the product at the core of the story. It puts the spotlight on the bystanders that sit by passively and being indifferent to bullying using the burger as a well placed testament to social bullying.

 

Sprint puts no limits to measures

A warm heartfelt look at the things people who do in order to get out of phone contracts. It makes a statement about device dependence and the world in which people live on mobile and not in reality.

 

Knorr puts a twist on tastebuds

Combining the interactivity of a flavour profiler tool with a #LoveatFirstTaste campaign, Knorr allows its video followers to identify what flavour means to an individual. The video shows that taste is something that unifies people more than they imagine and shows how and where strangers connect through their flavour profiles. An unusual first date that engages viewers and a clever brand marketing plan to reinforce its focus on taste.

 

Danish TV2 claims ‘all that we share’

Aptly released on the day Donald Trump announced the ban on travellers from 7 Muslim countries, the ad illuminates how we forget about what unites us instead of focusing on differences. The ad is shot in a frank and down-to-earth style illustrating the importance of diversity in these troubled times.

 

HBO allows viewers to search and vote

HBO’s short video titled “What We Believe” garnered over 517,000 views and was part of an inbuilt promotional campaign in which they dedicated an interactive website for their superhit TV series, the Game Of Thrones. The interactive component was expanded on as they could search for their favourite character and cast their vote for the person they felt best to lead the great wars.

 

Discovery goes 360

360-degree videos are the current craze for many brands and Discovery Channel has accomplished it well. The global TV giant has created adrenaline-filled videos from the adventurous to the fearsome and the format of the video plays off the brand’s qualities well. MegaCoasters: Ready for the Drop received over 24 million views and currently sees Discovery Channel as the highest ranked entry for “360 videos”.

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December 14, 2017 • Featured, Interactive Ads, Video Marketing

Science of stockpiling during retail flash online sales

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Hitting $5 billion in transactions in less than 15 minutes on Singles Day, made this the biggest day in online sales this year. This trend is slowly becoming prominent in Asia and the reasons behind this consumer behaviour of buying products in bulk during special occasions is clear.

“It’s not that we need Singles Day,” Alibaba Group President Michael Evans said in an interview with CNBC. “It’s the opportunity for merchants and consumers to have fun and engage in something that’s really exciting. It’s an opportunity for consumers to explore and find new brands and new products.”

Consumers are set to be more diligent and prepared in stockpiling during these flash sales. They will rely on digital platforms to get the latest information on trends, product and brand reviews, exchange experiences or compare prices. At an integrated level, interactive video and social channels will be essential for brands to provide content and opportunities for valuable engagement.

In this age of ‘New Retail’ where online-offline integration is ever-changing and retail innovation is dynamic, shoppers are savvier and e-commerce promotions will need to be swift, transparent and easy to execute to meet the increased demand during flash sales.

Attract consumers

Here are some of the ways in which retailers could polish their pages, expand their digital offerings to attract consumers with a tendency to “stockpile” during flash sales.

 

  1. Retail pages should look at creating more interactive content be it shoppable videos, tutorial videos or educational videos. Whether it’s to engage with elements directly, unlock access to further information, and disclose their opinion on topics, shoppers will find themselves drawn to a page with interactivity and staying on the webpage for a longer time.

 

  1. Fashion and beauty websites will also need to blend online and offline user experience into a cohesive, friendly one. Through the support of platforms such as Wootag, consumers can use the store locator to direct them to nearby purchase points or for them to host practical guidance in the form of tailor-made video portals, podcasts, and slideshows.

 

  1. Featuring localised content for a flash sale for public holidays or special occasions. To attract consumers to browse more, create customised product packs and knowledge of the festivals such as Lunar New Year, Hari Raya or Thanksgiving.

 

  1. Consumer brands should also work on developing buyer persona driven content: These should suit the personas of the Convenient Shopper who buys things at times that suit them, Emotional Shopper who goes online when they are bored or the Seasonal Shopper that buys things at specific times of the year. All three buyer personas are in the practice of stockpiling and there needs to be a call to actions developed to suit the personas’ respective needs. These could include interactive videos that showcase the needs of the shopper profiles.

 

  1. Tease FOMO (Fear of Missing Out) content:  You will want your consumer to aspire to greater quality and have an emotion of ‘missing out’. To capture the consumer’s attention, introduce an exclusive, niche product with a limited release not only in quantity but for a limited time.

 

  1. Engage with customers (Customer-service content): Flash sales have the added bonus of increasing traffic as well as engagement, so it’s important that you or your team are available to answer questions, thank purchasers, and keep the momentum going.

 

  1. Data-driven pages for contented consumers is the way forward. Identify using geolocation tools a data-driven and location-based audience that show the most interest in your products. By presenting customised ads to the identified group at the optimal time, it’s a wise opportunity for effective conversion.

 

From Amazon, GroupOn, Alibaba and others, flash sales are taking the globe by storm. Consumers will no longer be looking at discounts but product quality and range. Mobile and tablets, apparel, footwear and electronic categories will be the most popular products with home furniture and luxury items also on the increase.

 

By providing consumers with the right mix of interactive and engagement tools, flash sales can be a viable opportunity. With accurate expertise and content that proves valuable, it is the perfect pitch to convert consumers into loyal and repeat ones and who will recommend the site both mobile and on socially.

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