INSKIN X SMARTZER

Smartzer and Inskin have joined forces to take video content marketing to the next level and help brands stand out in a rapidly evolving online world.

Here's everything you need to know about Smartzer, Inskin and their collaboration.....

Introducing Smartzer: the basics

Smartzer's software allows brands to incorporate video interactivity into their video content marketing strategies. Brands can encourage viewer engagement by creating clickable hotspots on their content by tagging an interactive overlay. Viewers will be able to view extra product information, be taken to ecommerce sites, add to basket, sign up to a mailing list and more by clicking or hovering over these hotspots. This information can be added as imagery, text, via URL's, Product API, Product Feed or manually. As a result, the ad becomes an immersive and exciting experience for the viewer, informing them early on in the purchase funnel. These interaction videos shorten the path to purchase and encourage higher click-through-rates increasing conversions by 400%. Smartzer has helped brands like Paco Rabanne, BMW, Missoni and Adidas create impressive interaction videos for campaigns.

Introducing Inskin: the basics

Inskin is a high-impact digital advertising and paid media company with over 200 publishers, delivering campaigns to more than 1,000 premium websites globally. The format, Shoppable Skins, capitalises on the consumer's natural scrolling behaviours by cycling through products as the user consumes content. By integrating product API's, brands can create ads that support a seamless checkout and transactions within the skin. Viewers can also browse through a product gallery and purchase products displayed. Inskin allows brands to create interactive ad experiences that use existing brand content. Inskin's seamless, high-impact campaigns drive 15 x more attention than standard, static image campaigns.

Smartzer X Inskin

The combination of the two platforms creates a subtle and in-offensive ad viewing experience. Interaction videos are memorable and immersive, allowing the consumer to view products, find out information and make a purchase without being redirected from the app or their place in their feed.

The result: Volkswagen Golf video content marketing

Here is the result of Smartzer and Inskin's partnership. Below, the viewer can see how banner ads promote the Volkswagen Golf by surrounding a theoretical website page.

The consumers original scrolling experience remains uninterrupted. However, the interactive banner ad encourages engagement through "discover more" and "click on the video to explore" call-to-actions. The dynamic ad is eye catching and enticing and the interactive element creates a fun, exciting way to find out more information about the product.

Summary

The partnership between Smartzer and Inskin resulted in seamless ad formats that are easy to interact with and un-interruptive on website feeds. Views are turned into qualified traffic via tagged product info and clickable links. The ads support "in skin" transactions within the ads, meaning that conversions can be generated by viewers without the need to leave their current webpage.

The format combines easy product access with fun and exciting interactivity to revolutionise the way brands advertise.

PROMOD X SMARTZER: MORPHO DENIM

MAKING JEAN HUNTING SIMPLE WITH SHOPPABLE VIDEO

French, women's fashion brand, Promod, has mastered the art of video interaction with their new styling campaign:

Everyone knows the struggle of finding new jeans that are flattering and comfortable. With most retailers selling exclusively online, the task can be even harder. However, by using Smartzer's interactive video platform, Promod's video on their ecommerce site gives women the confidence to buy their perfect pair of jeans online.

In the shoppable video style advisor, Valerie, presents Promod's jeans and explains how to style them for multiple body types. The immersive, styling video honestly shows the clothes in action, giving the viewers all the information they need to make a purchase.

The interactive video brings all of the benefits of in-person shopping online with informative styling advice and easy product access direct from the video.

Execution:

Smartzer's interactive video platform allows brands like Promod to tag videos with products to make them shoppable. Items were tagged into the clickable overlay through the Smartzer Product Import feature. Following this, Smartzer helped to integrate the interaction video seamlessly into Promod's campaign landing page by customising the player to match the Promod onsite style. Viewers can now click on the products modeled by various women to choose their favourites from a group popup. The call-to-action "Je Fonce" or "I'm Going For It" takes customers to the product pages to find information or add to their basket.

Explore the campaign here!

Results:

The sleek and stylish interactive video generated an engagement rate of over 55% and a click-through-rate of over 10%. Clearly succeeding in grabbing the attention of the audience while driving customers further down the purchase funnel.

Conclusion:

Promod succeeded in making a creative and informative interactive video. By using Smartzer's interactive video platform to tag videos Promod recreated the offline customer service experience online. As a result, viewers could feel confident to buy their dream jeans online.

BEST EXAMPLES OF SHOPPABLE VIDEO ON INSTAGRAM

What is Shoppable Video?

Shoppable video is an immersive and interactive video platform that can increase viewer engagement. The displayed content is clickable through a product tagged overlay. Viewers can find out more details about products or make a purchase by clicking a call-to-action without leaving the ad.

Brands use video interactivity to make their products stand out across social media. This has proven to be extremely effective on Instagram.

Here are some great examples of shoppable video ads by brands on Instagram:

Gap X SZA “Logo Remix” collection campaign

• Gap used full screen carousel ads on Instagram Stories to promote their “Logo Remix” collection.

• Videos were short form, vertical and reflected Gaps classic branding.

• The “shop now” call-to-action encouraged viewers to buy the product straight from the ad.

• By partnering with popular singer, SZA, Gap was able to reach new GenZ audiences.

• After 19 days of sharing the ad, Gap saw a 73% higher click through rate proving that the shoppable video ad successfully engaged viewers with the brand.

Smartzer X MINI Countryman Social Media Ads

• Smartzer’s interactive video platform allowed MINI to create shoppable video ads.

• MINI recycled regular video campaigns with video interactivity to provide a fresh and exciting experience for viewers wanting to learn more about the car.

• Viewers could click sections of the car to see more or click the call-to-action to book a test drive. A shoppable carousel would show alongside the video for customers to view and see more.

• The campaign was shared across Instagram and Facebook in feeds and through Instagram stories.

• The ad was optimised for the mobile experience.

• Video interactivity can boost engagement by 38% and increase conversion rates by 400%.

Gymshark Black Friday Instagram Stories (2017)

• Shoppable story ads featured a call-to-action that turned interested viewers into customers.

• The brand published user created content to connect with fans and build customer loyalty.

• The ad campaign reached 16.4 million people and generated 40% of total sales during the time the ad was shown.

KFC Italy - Make Everything Old New Again 360 ad

• The 360 degree interactive view showed various age groups dancing and enjoying KFC products

• The ad included the hashtag #DipLoveChallenge to encourage viewer participation and organic sharing. This created a sense of community interaction with the brand

• Within 10 days the ad was viewed 4 million times with a 9 point increase in popularity among Italian women aged 25-35.

Instagram is an incredibly useful platform that brands can use to promote their brand. By optimising shoppable video ads for social media, brands can engage millions of viewers and interest into conversion.