Live Webinar with Forrester Research: Reach, Engage, & Convert with Interactive Video

Live Webinar featuring

Forrester Research and Rapt Media

Why Marketers And Product Teams Should Create Customer-Driven Experiences

Ryan Skinner, Senior Analyst

8 April 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations






›Recommendations


Millennials & GenZ Do More On MobileACTIVITIES DONE WEEKLY ON A MOBILE

Upload videos or photos to the Internet

Download music Watch video or TV shows

Stream video or TV shows

< 34

34 & UP 7%

12%

5%

13%

6% 9%

< 25

20%

22% 14% 14%

24%

26%

Source: European Technographics Online Benchmark Survey, 2014 (Base age <25: 2266, age < 34: 5018, age 34 and up: 11,192)


Baby boomers’ gold medalists

GenZ’s gold medalists

Millennials were also two times more likely to: visit a brand’s website, read ratings and reviews, read a company’s

blog and read a forum on a brand’s site.


Television’s Becoming A Pull Medium

Only 34% of all US

online adults primarily

watch linear TV

73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS


Customers Control The Purchase PathUSE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER

Source: Google ZMOT study with Shopper Science

10.4Sources inan averagepurchase path

Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the greying, boomer generations).


Prior to making your recent consumer electronics purchase, how did you originally find out about the product or service that you bought?

0 5 10 15 20 25 30

Ads in newspapers (not online)

Ads on Facebook

Blogs

Online videos

Online ads (e.g. banner ads)

Ads on TV

Online recommendations (e.g.,…

Asking friends, family, colleagues

Online searches (e.g. Google, Bing)

EU-7

US

Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2014, sample size = 277

European Consumer Technographics Retail Survey 1, 2014, sample size = 890


Which of the following sources did you use to research the consumer electronics before it was bought?

0 10 20 30 40

Online videos

Comparison shopping site

Professional reviews (e.g.,…

Employee or customer service rep…

In-store information

Manufacturer website

Retailer website

Asking friend, family, or colleague

Online search (e.g., Google, Bing) EU-7

US


European Consumer Technographics Retail Survey 1, 2014, sample size = 890


After making your purchase of consumer electronics (e.g., TV, computer, e-reader, etc.), in what other ways did you interact with the brand, store or company (manufacturer)?

0 5 10 15 20 25 30 35

Online chat with company rep

Letter to the company

Company social media page (e.g.Facebook, Twitter)

Email to company

Phone call to company

Online self-service on company site

Video on the company site

Online community forum on company site

Physical location



Helpful Brands Earn Their VisibilityThese three cases: Nike, Charmin and Gatorade are all gaining visibility with their key audiences

by creating valuable experiences.






›Recommendations


Trend: Cutting Budgets In AdvertisingBoosting Budgets In Owned

VideoWill decrease spend on

traditional advertising to

fund more online promotion.63%

Source: “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” December 2013


Video Stands Out As The Fastest-Growing Online Ad Format


Millennials Are A Digital Video Native Generation


Mobile + Video = Self-Reinforcing Trends


Mobile is increasingly a crucial part of

the video interaction and experience.

Millennials are using smart phone

advanced behaviors including

streaming and interactive video. Big

players like Facebook are making big

plays in terms of mobile and video.

Here we see Facebook’s only

advertising on mobile being sponsored

content with a focus on video.


Interactivity Quickly Trumps Access


When Video & Mobile Collide

Mobile Video

Inter-

activeVideo


Interactive Video Is Nothing New


Benefits Of Interactive Video

Maximizes discovery

Provides depth at the point of discovery

Supports multiple calls to action

Mobile app-like functionality without an app download

Data exhaust for personalization and segmentation

Higher completion rates

Repurposes existing assets


Increases CTR Up To 1000% On Video Ads

TraditionalVideo

InteractiveVideo


Maybelline’s Big Eyes Beauty Adventure Includes Multiple Calls

To Action Per Product






›Recommendations


Tune Content Against BehaviorDELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS

Content/Audience Tuning

A B C


Apply Data To The Path To PurchaseTUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY

B2B companies who tune content rose to 91% and B2C companies who tune content rose to 86% in the previous year.


CRM R/O M

McCormick gets personal with flavors






›Recommendations


Recommendations

1. Drive the script from the customer’s context

and needs.

2. Unleash your creativity.

3. Collaborate across teams to deliver interactive

video as a microsite or app.

4. Tailor the interactivity to the various video

publisher capabilities.

Thank you

forrester.com

Ryan Skinner

[email protected]

This is an interactive video

that Philips has launched

throughout Europe. Their goal

was to reach young millennial

men. These guys consume

content mostly on their mobile

devices.

So Philips and their agency

came up with this idea. 1 guy,

6 beard choices, over 1000

possibilities.

From the invention of the printing press right though moving pictures and now the mobile

web, the internet introduced us to a new way to sort and navigate information - search,

menus, links.

What Philips has done here is take all of those

web-like functionalities and apply them to video

storytelling.

@trautmanerika #RaptLive

And interactive video, which enables an authentic, personalized conversation, is

perfectly suited and is driving meaningful results.

So while traditional, linear video was great for mass-media communication, where

delivery of a one-size-fits-all message is what you need to do – it fails in this new

environment.

DELOITTE RESULTS

@tratmanerika #RaptLive

This all comes down to the

value that is created when

marketers can combine

personalized content with

insightful data and

measurable ROI.

This is akin to the mind shift that happened when we first started experimenting with

website layout. How is a website different than a brochure? It’s a very similar thought

process.

You want business,

creative and tech working

together.

What business drivers do

we want to see? How can

the creative idea push

those forward? And how

can the technical abilities of

interactive video help us

distribute that content,

track user interactions and

understand their behavior?

The most successful users of interactive video have considered what they want to measure, and

then are making sure they can track and pump that data into an analytics solution or a marketing

automation solution like Eloqua or Marketo.

Watch the Recorded Webinar on our Website!

http://info.raptmedia.com/linear-forrester-webinar-recording

http://info.raptmedia.com/linear-forrester-webinar-recording

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