September 2017

Insight, Interactive, Technology

Interactive video – a customer engagement revolution

We know that video is the most effective communication medium we have, and that the importance of video to companies will continue to grow. But what kind of video? How do you make a communication medium that is universally considered to be the most engaging… even more engaging?


Can interactive video bridge the gap?

When it comes to content, one thing we do know is that people love choice. Demand choice. Consumers now expect choice and control in every aspect of their lives – especially online.

Interactive video is a viewer-driven experience, enabling audiences to make choices or trigger actions, as they view, directly within the video – allowing them to personalise and be in charge of their viewing experiences.

Because the experience is perceived as much more personalised, people engage with it for longer and are more likely to engage with the call to action. The value of deeper engagement lies in the ability to gather meaningful metrics.


Show me the data

In order to justify the spend on video content, clients will (and should) demand evidence of return on investment (ROI). This is where interactive video again comes into its own.

Interactive video gives companies and marketers the opportunity to create content with far greater measurability. The ability to measure how audiences are engaging and reacting to your content is inherent in the interactive experience itself – not just views and clicks, but much more deeply.

Viewer interaction yields a wealth of data about where content is resonating, what audiences are interested in, and the behaviours they reveal by that interaction, so you can quickly understand what you are doing right and can use this information to improve future content.

The success rate in triggering an actionable resolution to the experience (e.g. leave your details, express your opinion, visit our website, demonstrate you understand, buy our product, etc.) will speak for itself.


The next big thing?

Although interactive video is not new, technology and the internet means that interactive video is finally maturing in the marketplace. In today’s ephemeral world we are wary of suggesting that interactive content is THE NEXT BIG THING. But with the increasingly difficult task of finding and engaging audiences, it cannot be ignored…

For more information, download our free guide to interactive, clickable, shoppable and personalised video.