Technology, creativity & data: How to tell your story, engage your audience and gain valuable data from interactive video

Erika TrautmanCEO and Founder of Rapt Media@TrautmanErika [email protected]

How to tell your story, engage your audience and gain valuable data from interactive video.

TECHNOLOGY, CREATIVITY & DATA:

@trautmanerika #RaptLive@trautmanerika #RaptLive

WE ALL KNOW ITS COMING

SNAP CHAT

PERISCOPEINSTAGRAMTUMBLR

PINTERESTYOUTUBE

TWITTER

PERSONALIZED

SOCIALMOBILELOCAL

VIRALSEO

SEMUGC

RTB OTT

SMART TVOMNICHANNEL

MARKETING AUTOMATION

NATIVE ADVERTISING

PROGRAMMATIC ADVERTISING

CONTENT MARKETING

EXPERIENTIAL MARKETING

BIG DATATARGETED

RESPONSIVE

AGILE STORYSCAPING

INTERACTIVE

HTML5

VIDEO VIDEO

VIDEO

AND IF WE CHOOSE POORLY… THE FUTURE IS SCARY

1. TECHNOLOGY 2.CREATIVITY 3.DATA

THREE CRITICAL TOOLS

RAPT MEDIA IS BUILDING THE FUTURE OF VIDEO

An interactive storytelling technology that gives marketers and content creators entirely new ways to tell personalized stories across all devices through video.

PHILIPS RESULTS

• 65% of viewers watched the video on iPhone or Android devices

• Average mobile interactive video viewing time exceeded 4 minutes

• Average viewer interacted 3-4 times

• Increased purchase consideration by 6%

• Sold 16% more razors as direct result of the campaign

• Unprecedented data insights

• And it was an award winner — Effies, Mashies

• They check their smartphones over 8000 per year

• They are gamers

• They are notorious skeptics

• They use 10.4 different sources when making a purchase decision

• They are incredibly idealistic

WHY IS THIS EFFECTIVE FOR MILLENNIALS

THE CREATIVE TOOL

Enlist story as your currency for connection, and take it to a much more encompassing dimension: Elevate it using the power of experience. Remember, people are much more likely to remember and share their personal stories than they are to remember or spread yours.

Storyscaping, by Gaston Georburu & Darren McColl

STORYSCAPING QUOTE

CRITICAL TOO: CREATIVITY

CREATIVITY

CRITICAL TOO: CREATIVITY

THE GREAT UNWATCHED

Last year, the New York Times reported that more than half of your video ad plays aren’t even playing to humans.

CRITICAL TOOL: CREATIVITY

CRITICAL TOOL: DATA

DATA

FORRESTER CTR STATS

• CTRs up by 1000%

• 3X increase in viewing time

• 2X increase in conversions

• Multiple interactions per play

• Multiple views per unique

WARNER BROS. FOCUS ON THE CON

WARNER BROS. FOCUS ON THE CON

WARNER BROS. STATISTICS

• US was the least successful

• Portugal was the most successful

• The Art Dealer was selected as the easiest mark

• The Investment Banker was the least popular mark

• Average viewing time was over 8 minutes

• And most viewers played this multiple times

LAUNCHED IN 12 COUNTRIES INCLUDING: EUROPE, US,LATIN AMERICA AND ASIA.

CONTENT/AUDIENCE TUNING

LAUNCH CONTENT

MEASURE PERFORMANCE

TWEAK CONTENT BASED ON RESULTS

REPEAT

FORRESTER BENEFITS

• 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

• Repurposing of existing assets

CRITICAL TOOL: TECHNOLOGY

TECHNOLOGY

TECHNOLOGY - DISTRIBUTE ON ALL DEVICES

0%

4%

8%

13%

17%

21%

25%

08/11 11/11 02/12 05/12 08/12 11/12 02/13 05/13 08/13 11/13

Video Plays (%) Video Time (%)

MOBILE + VIDEO = SELF-REINFORCING TRENDS

WHAT TECHNOLOGY MATTERS

STORM IS GOING TO KICK UP A LOT OF DATA, SO CHOOSE TECHNOLOGIES THAT HELP YOU MEASURE:

ENGAGEMENT METRICS

BEHAVIOR INSIGHTS

RETURN ON INVESTMENT

NOW WHAT?

1. THINK NON-LINEARLY

• Where does choice and add value to my viewer?

• Is the interactivity fun?

• Is the interactivity playful?

• Is the interactivity game-like?

• Does it add efficiency and easy access to information?

2. ADD VALUE

Creative Business

Tech

3. BUILD INTERDISCIPLINARY COLLABORATION

4. INTEGRATE WITH DATA SOLUTIONS

In many ways, interactive video is more like web development than video production, and the notion of agile development applies.

5. BECOME AGILE

@raptmedia @trautmanerika

[email protected]

http://www.raptmedia.com