Interactive Content is the New 'Content'

Start Involving and Stop Ignoring

INTERACTIVE CONTENT IS THE NEW 'CONTENT':

#BoomboxRaptMedia

AGENDA

• PERFECT STORM

• TECHNOLOGY

• "MILLENNIALS"

• BENEFITS OF INTERACTIVE CONTENT

• STRUGGLE OF INTERACTIVE CONTENT

• HOW TO MAKE CONTENT THAT WORKS

#BoomboxRaptMedia

Owen Fuller, Chief Evangelist, Boombox@owenfuller

#BoomboxRaptMedia

Caleb Hanson, VP Product, Rapt Media@calebhanson

#BoomboxRaptMedia

At Rapt Media, we are building the future of video. Our interactive storytelling technology gives marketers and content creators entirely new ways to tell personalized stories across all devices.

RAPT MEDIA

#BoomboxRaptMedia

Rapt Media offers the power to engage, turning viewers into participants and interactions into insights

#BoomboxRaptMedia

The worlds most engaging quizzes, polls and lists

#BoomboxRaptMedia

Powering millions of engagement from the worlds best publishers, brands and agencies

PERFECT STORM

#BoomboxRaptMedia

#BoomboxRaptMedia

AND IF WE DON’T ADJUST… THE FUTURE IS SCARY

#BoomboxRaptMedia

• 30% of the population • “Digital Natives” • In Control of their destiny • Skeptical, but idealistic • Video gamers

MILLENNIALS

MILLENNIALS

A HUGE BUCKET

WANT TO BE IN THE DRIVER'S SEAT

CAN'T BE BARKED AT OR SOLD

WANT A REAL DIALOG, WANT TRANSPARENCY

#BoomboxRaptMedia

TECHNOLOGY

-MULTIPLE SCREENS, MANY TABS

- INTERACTIVITY IS EXPECTED

- AD BLOCKERS

- HTML5 VS. FLASH

- INUNDATED WITH IRRELEVANT ADS (EVEN THE

TARGETED ONES, INFERENCE VS. CHOICE)

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POWER OF CHOICE

#BoomboxRaptMedia

WHEN VIEWING CONTENT:

• 86% OF CONSUMERS WANT TO BE ABLE TO CONTROL THE TOPICS THEY SEE ON NEWS SITES.

• 56% OF CONSUMERS LIKE CHOOSING CONTENT THAT IS RELEVANT TO THEM.

BENEFITS OF INTERACTIVE CONTENT

ENGAGEMENT

CONVERSIONS

DATA

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PASSIVE VS INTERACTIVE CONTENT

#BoomboxRaptMedia

ConversionsEducating BuyerDifferentiating From Competitors Being Shared

36% < 70% 70% < 93%55% < 88%17% < 38%

PASSIVE VS INTERACTIVE CONTENT

#BoomboxRaptMedia

QUIZZES – THE SECRET WEAPON

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82% click to conversion rate 78% completion rate 2:27 average time 14% lead conversion rate

QUIZZES – THE SECRET WEAPON

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STRUGGLE OF INTERACTIVE CONTENT

#BoomboxRaptMedia

HARDER TO THINK IN 4 DIMENSIONS

NEED MORE CONTENT

ZOMG, TECHNOLOGY IS HARD

- GLOBAL DISTRIBUTION

- DEVICES, BROWSERS, OPERATING SYSTEMS

- PUBLICATION IN "HOSTILE ENVIRONMENTS"

MAKING CONTENT THAT WORKS: 7 RULES

#BoomboxRaptMedia

1. DO SOME RESEARCH, GET INSPIRED 2. BUILD FOR YOUR KPIS 3. MAKE THE CHOICES MEAN SOMETHING 4. THINK OUTSIDE-IN 5. MOBILE MOBILE MOBILE 6. PROVIDE AN INTERESTING RESULT OR SHAREABLE INSIGHT 7. LEARN, ADAPT, IMPROVE

#1 - DO SOME RESEARCH, GET INSPIRED

#BoomboxRaptMedia

#BoomboxRaptMedia



#BoomboxRaptMedia


#BoomboxRaptMedia

#2 - BUILD FOR YOUR KPIS: INCONTACT

#BoomboxRaptMedia

•Doubled conversions !

•126% increase in time on site !

•Sales team gathered valuable data based on user interactions with video

#3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV

#BoomboxRaptMedia

AB InBev - 20 Interactions per play + 15 mins per session

#4 - THINK OUTSIDE IN: ZENNI OPTICAL

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#BoomboxRaptMedia


#BoomboxRaptMedia

TIMES TAKEN

516,704 LEAD IMPRESSIONS

455,929 LEAD CONVERSIONS

29,410 CONVERSION RATE

6%

AVG TIME SPENT

0:24

82%


#BoomboxRaptMedia

Top revenue-generating channels included: •  Organic Search: $143,692 •  Email: $126,674 •  Paid Search: $103,545

Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21

9,655% Return on Investment:


#5 - MOBILE MOBILE MOBILE: PHILIPS

#BoomboxRaptMedia

• Average mobile interactive video viewing time exceeded 4 minutes

• Average viewer interacted 3-4 times • Increased purchase consideration by 6% • Increased sales 16% as direct result of the campaign • Unprecedented data insights • And it was an award winner — Effies, Mashies

#6 - PROVIDE A RESULT / INSIGHT

#BoomboxRaptMedia

0 likes, 6 comments taken 70k times over 750k social lift

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#6 - PROVIDE A RESULT / INSIGHT

#7 - LEARN, ADAPT, IMPROVE: GAIAM TV

#BoomboxRaptMedia

•Doubled Sales !

•3X Increase in shopping cart completion

!

•5X increase in CTR !

•Reduced clicks to purchase

Caleb HansonVP of Product, Rapt Media

@calebhanson

Start Involving and Stop Ignoring

</ INTERACTIVE CONTENT IS THE NEW ‘CONTENT' >

Owen FullerChief Evangelist, Boombox

@owenfuller

CHOOSE A TYPE AND TITLE

#BoomboxRaptMedia

RIGHT ANSWERS NO RIGHT ANSWERS

CHOOSE A TYPE AND TITLE

#BoomboxRaptMedia

Choose a compelling title:

•  Are you a ____ expert? •  Can you pass the ___ test? •  The world’s hardest ___ quiz •  Are you a true ____? •  ____ or ____

EXCEEDING EXPECTATIONS

#BoomboxRaptMedia

wildest dream was 1,000 people would take quiz. 70k have taken it today

Interactive Content is the New 'Content'

Marketing