VIDEO IN COMMERCE MIKE ROGGE: Senior Engagement Manager (Digital Media) PAUL TOMSIC: Senior Solutions Engineer (Commerce)

VIDEO IN COMMERCEMIKE ROGGE: Senior Engagement Manager (Digital Media)

PAUL TOMSIC: Senior Solutions Engineer (Commerce)

Akamai Confidential ©2011 AkamaiWe make the Internet work for you

Who We Are Mike Rogge

Sr. Engagement Manager - Media

Paul Tomsic

Sr. Solutions Engineer- Commerce


Embrace video, and do it in a hurry, lest you be left behind.

Embrace Video And Do It In A Hurry – lest you be left behind


Consumer Expectations

of consumers expect to be able to watch videos on manufacturer websites

36%

expect to be able to download content such as manuals and how-to guides for complex products

52%

(source: Forrester)


Video volume and concentration on the RISE

of all online retailers using video have 1,000 or more videos on their site

32% 36%

< 10 VIDEOS

18%

100-1000 VIDEOS

14%

11-100 VIDEOS

32%

>1000 VIDEOS

(source: ReelSEO)


Video in Commerce is on the RISE

#1 95,000 est videos

#28 IR 2010 rank


#1 IR 2010 rank


#25 IR 2010 rank


#11 IR 2010 rank


#32 IR 2010 rank

#6 9,000 est videos

#42 IR 2010 rank

#7 7,870 est videos

#21 IR 2010 rank

#8 4,070 est videos

#48 IR 2010 rank

#9 3,625 est videos

#22 IR 2010 rank


#35 IR 2010 rank

10 of the IR’s Top 50 are the sites with the most indexed videos, including the #1 retail site.


Consumers are driving demand for video

21% Increase 13% Increase420 Million

view of retail videos in Q1

2011; 13% higher than

Q4 2010

Sunday Sky’s: The State of Video in eCommerce Report


Use Video to Engage At All Points in the Purchase Funnel


Casual Browsers

Path to Conversion

Awareness Engagement Action


Video Increases Engagement

(source: Content Marketing Institute)

Growth of Videos Watched

of online video viewers say they enjoy watching a video next to an article, suggesting the power of video in a content marketing effort.

57%


Video encourages shoppers to linger

consumers want to know more about their products and companies they

engage with. Retailers found that to keep viewers interested, videos need

to be a mix of entertainment, education, and engagement


Engage Consumers

(source: Gucci)

Simplenavigation

Easy click to purchase


Live Events Are Your Friend

(source: New York Times & Ralph Lauren)

Embedded “magazine” right in

the NYT iPad app


Interested Shoppers

Path to Conversion



Aide in Conversion

Marks and Spencer’s agency, Adjust Your Set, tracked an average sales uplift of 30% across categories where product video supports the sale….

30%

With some categories seeing conversion uplift of more than 90% where video was used.

90%

(source: Forrester)


Familiar, ease-of-use

(source: Marks & Spencer)

The productsmentioned in the

videos are called out in a separate box, with prices and links to product pages andeCommerce sites.


Inform Consumers

Clean straight forward video complete with instructions

Easy navigation

Buying without being

invasive

(source: Mark&Spencer)


Existing Buyers

Path to Conversion



Helpful Videos Illustrate Tasks

(source: Zappos & Forrester, “WebSite Functionality Benchmark 2011”)

“Littlewoods and Zappos.com use videos to creatively

illustrate the return process more clearly for their

customers. Though not inexpensive, this high-touch

feature could provide a personal feel to a key interaction for these

customers.”


Be Respectful

User-initiated videoUser-initiated video


One-size does not fit all


Key Take-Away

• Work Out Objectives In Advance• Build Brand Awareness• Start Small To Prove Value• Contain Traffic To Your Site


Your Video Delivery strategy

QUALITY

•Consumers are not receptive to poor quality.

•Long startup times and rebuffering events lose eyeballs. •Higher bit rates gain eyeballs.

EFFORT

•Get as many eyeballs as possible without complexity.

•By limiting complexity you reduce costs.


Devices? Players/applications? Formats? Codecs? Containers? Protocols? Oh my!


Progressive download vs Streaming

- No automatic multiple bit rate (MBR)

- Usually encoded to least common bit rate

- entire file downloads- Seek is slow


Use Multi-Bit-Rate http chunked content to solve bandwidth challenges

30

0kb

ps

1.2

mb

ps

Optimized Experience

Internet Varied bottlenecks – Broadband & Mobile Networks

30

0kb

ps

60

0kb

ps

1m

bp

s

60

0kb

ps

Pick bitrate based on actual moment by moment bandwidth and rendering conditions


The Problem with streaming – complex & redundant workflows

•Separate content preparation for each streaming format ( For Live & On Demand!)•Disparate security mechanisms

metadata

300k600k

1200k2400k

300k600k

1200k2400k

300k600k

1200k2400k

Encoder RTMP

Encoder MSFT

Encoder HLS

MBR - Flash

MBR – Apple HLS

MBR Smooth HD


Simplifying workflow

•Common set of On Demand Assets (multiple bit rates) serve multiple output formats•Common input Live Stream (multiple bit rates) serve multiple output formats

300k600k

1200k2400k

Encoder

MBR - Flash

MBR – Apple HLS

MBR Smooth HD


Ideal Delivery flow -- future

•Simplify Adaptive Streaming•One broadcast input to multiple devices•Opportunity to take mezzanine files and reach all customers

Output in Multiple Formats

3.5Mbk900k 600k

50kor

MP4FLVF4V

3.5Mbps900kbps600kbps

ProgressiveMP4

X

X

Transcoding

X


Measure, analyze, refine, and succeed

• Collect and analyze real-time quality and traffic information

• Collect and analyze information on asset consumption

• Get data for all streaming targets

• Make sure to gather data on both Live & VOD


Security

• Restrict video views to identified geographic locations

Content targeting/Geo-

Fence

• Origin issues token/enforce entitlementToken

• Verifying that the player is being usedPlayer Verification

• Video is encrypted and requires key for playEncryption/DRM


Conclusion

•Target multiple devices to capture the largest audience•Use http streaming to deliver the best quality•Measure, analyze and refine strategy

Paul – ptomsic AT akamai.comMike – mrogge AT akamai.com


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VIDEO IN COMMERCE MIKE ROGGE: Senior Engagement Manager (Digital Media) PAUL TOMSIC: Senior Solutions Engineer (Commerce)