Create I-Want-To-Buy Moments with Shoppable Video

 In Front Page, Marketing Technology

Capture that Crucial Point-of-Purchase Activity

Most little girls have wished at some point that Cinderella’s beautiful ballgown would waltz off the screen and into their bedrooms. Today, this fairy tale is closer to reality than ever before for consumers of the digital age. The fairy godmother of the scenario is interactive, shoppable video, which enables audiences to shop while watching videos.

Shoppable video isn’t the newest idea around. YouTube began experimenting with the idea several years ago and implemented features to allow users to include links to external sites within videos in 2012. But recent advances in technology have positioned this concept for a breakout.

The theory itself has always been powerful—moving customers from watching, to wanting, to buying, all within the platform of a video experience—but the execution has been lacking. The first iterations of this technology often involved pop-ups that blocked footage, pauses in video viewing and shopping carts that shuttled you to external sites.

Today, however, the industry has made big strides toward creating a more intuitive and less distracting user video experience. Consumers have also been primed by an environment of constant connectedness through mobile devices, as well as the growing expectation of instant gratification when and where they want to purchase.

Initial tests of shoppable video integration have shown that conversion rates are significantly higher than your run-of-the-mill banner ad. In addition, interactive video is a rich source of data on who is interested in your product and how they are interacting with your content.

Two Platforms for Shoppable Video 

WIREWAX is a platform that allows you to tag online videos. You can upload your own videos and add tags or “hotspots” with text, images, links and more with this free service. You can then share your video anywhere. For a fee, you can also take advantage of professional assistance offered to clients who have complex needs or may be looking for more of a full-service experience.

Fun Fact:  In January 2015 WIREWAX CEO, Steve Callanan, told a Decoded Fashion audience that on one Southern Living video (a niche client, as he admitted), the content saw a 90 percent click-through rate with 90 percent of those users then buying the product.

Cinematique uses a proprietary technology called MTEVideo (Motion Touch Enabled) to track items as they move onscreen—whether they be TV shows, music videos, or branded ads. This app allows users to access and interact with any video on the Cinematique platform from a phone or tablet without ever leaving the video experience. Fees are based on a monthly subscription determined by the volume of “touches” each video receives and other factors. The basic plan that Cinematique offers is $100/month. Cinematique’s clients include Ann Taylor, Stella McCartney and Victoria’s Secret.

Fun Fact: Sarah Slutsky, a well-known fashion stylist and former Vogue affiliate, randomly met the founders of the company at a coffee shop when she was having trouble with her iPad internet connection. She is now Cinematique’s Director of Brands and Partnerships.

Tips for Adding Shoppable Video 

Interrupt the viewing experience as little as possible.
Both WIREWAX and Cinematique use unobtrusive cues to indicate hotspots, rather than the clunky pop-up boxes you might be used to seeing in videos. Cinematique’s app addresses the problem of video pauses by allowing viewers to tap on areas of interest in a video (say, a model’s dress or a vintage car) and save these “touches” to be accessed as thumbnails after viewing.

Enrich video content and functionality, rather than posting ads.
You’re watching your favorite blogger make green juice and you click on her earrings; the technology enables you to see where they’re from, as well as where to get the look-for-less. A good shoppable video should be the sweet spot where the needs of the consumer and the brand align—and, with the help of strategic partnerships, doesn’t necessarily mean an overt ad.

Think beyond “shoppable.”
Sometimes the entire point is to ensure that consumers are engaging and interacting with the brand, rather than outright selling. BBC used WIREWAX to create a Sherlock trailer with an immersive experience. Viewers could click on the interactive trailer and explore exclusive content, including clips from the upcoming season, photos from behind the scenes, and interviews with the cast and writers.

How would you integrate this technology into your marketing plan?

Let Us Know in the Comments Section Below!

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