Updated: Jul 14, 2021
Media agencies are increasingly integrating shoppable content into their offerings to brands in order to boost video interactivity and unlock additional revenue.
Why are agencies hopping on the trend?
With so many agencies for brands to choose from, all offering similar services and products, many are seeking to expand their offering in order to stand out amongst their competitors.
Similarly, many brands are demanding more from linear videos in order to monetize their content and see a direct ROI- they want quality views. In response to these growing demands, some agencies are promoting the integration of a shoppable and interactive platform to their clients in order to see better results from video content.
Check out Smartzer's livestream case studies here!
Giving video content & consumers the platform they deserve
The majority of video content is costly and time consuming to produce, often requiring significant investment, but often with little way of measuring ROI it can be difficult to judge the success and impact of a video. Video can be a seamless way for brands to showcase their products. However, with no interactivity, the video can seem purely promotional and does not include the consumer as a participant.
In the digital age, consumers are demanding more from content. They don't want to simply watch passively - they want to consume, interact and discover through content in order to make informed purchase decisions. Shoppable content makes these unique, interactive experiences possible.
Unlocking the purchase funnel
Linear video content performs one measurable function. Brand awareness based on views. Shoppable content allows brands to unlock the full purchase funnel beyond awareness. Metrics can extend to discovery when viewers click on the video, consideration when they add to bag/click to explore and finally, conversion at the point of purchase.
The transactional nature of the last two stages can be easily tracked. This means that when it comes to measuring the direct ROI, data/trends can be easily pinpointed- which in turn can inform future strategies. Integrating an interactive video player onto standard videos unleashes the full potential of the content.
Enhancing the consumer experience through storytelling
Interactive ad formats are multi dimensional. Beyond shoppable content, they can also improve the consumer journey through the art of discovery.
In addition to the add to bag functionality, videos and live streams can integrate alternative ‘hotspots’ that perform a variety of functions. Brands could use ‘hotspots’ for educational, discovery and explorational purposes to allow the customer to learn more about specific products or features. This could be information on specific designers in a fashion show. The customisable overlay allows brands to tweak the platform to suit their KPIs and their brand image.
For example, automotive brands are able to promote new car launches using interactive video by hotspotting key features, such as new technology or customisations. Rather than incite direct sales through the add to bag function, which wouldn't be appropriate for this type of product, customers are instead encouraged to learn more about the car or to book a test drive.
Smartzer recently teamed up with Ford to deliver an action packed interaction video for the new Ranger FX4- watch the video below or live on their website here!
Click to explore more exciting campaigns that Smartzer has worked on
Summary
It is clear to see how interactive and shoppable platforms can grip the attention of the customer. The way in which it encourages audience participation boosts engagement, CTR and conversion rates to new heights.
In 2021, agencies are beginning to understand the importance of video interactivity, recommending it to more and more brands.
Integrating an interactive video player onto standard videos unleashes the full potential of the content, rather than leaving ROI as a question mark and leaving the consumer journey down to chance.
To find out how to make an interactive video, visit Smartzer here!
Updated: Aug 24, 2021
Be transported to the front row of Australia's fashion week with exclusive access to Oroton's entirely shoppable runway.
Australian, luxury fashion brand, Oroton, used Smartzer's interactive video platform to create a sleek, stylish and shoppable video.
The brand could clearly demonstrate their clean-cut resort collection echoing match-box motifs, garden florals with a vibrant, joyful energy. The viewer has a 360 degree view of the pieces through the dynamic format of interactive video.
Execution:
Oroton took advantage of shoppable video to deliver a 12 minute fashion show with a difference. Viewers can click to explore a variety of looks to bring up product information such as pricing, sizing options and an add to bag CTA. Shop and browse all items in the look by clicking through the carousel. Alternatively, browse all the looks in the video by clicking the shoppable side bar. At the end of the video, the final screen displays a shoppable carousel to remind the viewer of the collection and give them another opportunity to buy.
Results:
The interactive video resulted in the following features...
Clickable overlay with product hotspots
Group popup with swipe browse feature
Size option drop down
Add to bag functionality
Clickable carousel
Pricing information
Seamless landing page integration
View the full video on Oroton's e-commerce here!
Conclusion:
On-demand content can be made into an immersive, inclusive experience with video interactivity and using an interactive video platform like Smartzer. The runway shopping experience gives even more life to the collection by giving the viewer a front row seat in the comfort of their home. By implementing the video on the e-commerce landing page, Oroton instantly engages the visitor and introduces them to a variety of products giving them the confidence to buy.
If you want to learn more about incorporating video interactivity and shoppable video visit Smartzer's site here!
Updated: Jun 7, 2021
Email marketing is one of the most popular forms of content out there. However, sometimes it can be difficult to grab the attention of your consumer to prevent them from deleting your email.
Video has a colossal amount of power across all stages of the marketing funnel. Dynamic, visual and audial content can inform a customer and convert them in seconds. Interaction video has the capacity to do this across all forms of marketing, particularly within emails.
What is interaction video and how can it transform email marketing results?
Interactive, tag videos allow the viewer to click to explore product information. Consumers can tap hotspots to find out details about brands, call to actions encourage viewers to 'see more', 'buy now', 'add to bag', 'book a test drive' and more. Tag videos give the viewer the chance to get involved with the content to find out information about the products that are the most relevant to them. The possibility of personalisation engages the viewer and drives them to your ecommerce product pages as informed traffic. Here, they can make the confident decision to purchase.
Email marketing has the ability to be especially personalised. Fields can determine your consumer's first name to address the email in a friendly way. This often results in higher open rates. In fact, 69% of responders said they were more likely to buy from a brand who used personalisation in their content marketing.
It is likely that if your consumer is on a mailing list, they will already be informed about your brand. Using interaction video in emails is extremely powerful as it gives the informed customer the extra boost they need to buy. You could use it to your advantage to market a new collection, feature or product to existing customers.
Check out Dior's jewellery example with interactive video platform, Smartzer:
This was used in email newsletter marketing to inform customers about a new collection.
The player was incorporated as an organic link attached to a gif. Viewers could click the gif to find out more information on the collection and be transported to the brands ecommerce. Gif's are a great way at grabbing your viewers attention as they use motion to capture the eye and lead the consumer to the tag video.
Curious customers are not only informed by content, but entertained. This generates 2x more conversions than passive content!
Effective calls to action should be used in email marketing to push the consumer to engage. Check out Pret's email marketing campaign for summer frappes below!
Interact with the campaign here!
The fun, gamified experience of personalising your own frappe offers a memorable and fun way to experience the product online, almost replicating the benefits of being in store. You can almost taste the refreshing, zesty, ice-cold frappe thanks to Pret's interactive email marketing.
Push your brand even further with shoppable livestream promoted in email marketing.
Not only can you link on-demand interactive video in email, but you can use it to drive your customer to a shoppable livestream. Shop live formats are sweeping the internet and more and more brands are selling their products via broadcasts. Platforms like Smartzer provide brands with the tools to allow their customers to shop live. Hosts talk viewers through their products via the stream. The player then adds clickable product popups to direct viewers to ecommerce with the option to add items straight to their bags. You could import a link to this stream in email marketing to notify consumers of the event. You could also send an email in the run up to generate hype.
All in all, combining interaction video with email marketing can help your brand smash engagement, CTR and conversion goals. When it comes to livestream, the format offers a crucial bridge to connect customers and brand representatives.
If you want to find out more about interaction video and shop live technology visit Smartzer's website here!