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Sight, Sound, Motion, Interaction:The Next FrontierThe Marketer’s Guide to Engaging Consumers with Advanced Video Advertising
“It’s the end of one-size-fits-all advertising as we know it—and the beginning of a new era. Where the reach and awareness of broadcast meet the data, metrics, and personalization of digital, creating the most engaging, data-driven and relevant video experiences marketers can dream up.”
Audiences are demanding more as they move beyond passive viewing habits; clickable, touchable, personalized, in-the-moment experiences are the new norm. And now that consumers have developed a habit for these types of interactions, they’re far more likely to engage with anything that feeds their addiction—including ads.
But marketers are still playing catch up.
With the majority of videos still being delivered the old-fashioned, TV way (i.e. one-size-fits-all, static content),
it’s tempting—and so much easier—for marketers to isolate and downplay the demands of a connected viewing audience. With the continuing disconnect among the ad, the medium it’s running on, and the consumer’s expectations for engaging with the content on that medium, it’s easy to understand why passive ads are still the default.
But that disconnect is falling away—and with it any excuse for passive video ads. With companies like Google and Apple setting their sights on turning every TV into a connected,
digital experience (largely in response to changing audience behaviors), you can’t afford to put out advertising that doesn’t match the medium, or the desired relevant message.
It’s the end of one-size-fits-all advertising as we know it—and the beginning of a new era. Where the reach and awareness of broadcast meet the data, metrics, and personalization of digital, creating the most engaging, data-driven and relevant video experiences marketers can dream up.
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THE FUTURE IS HEREThe video and digital worlds have collided, and there’s no turning back.
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“Video is such a special medium,
encompassing the big three
sensory drivers of audience
engagement: sight, sound
and motion. But as the digital-
driven consumer takes over, a
fourth component becomes a
necessity: interaction.”
Games, quizzes, sweepstakes, additional videos—you name it— can all be added to a single pre-roll ad to give users new things to do, all from within the same video ad unit.
ENGAGING
Video is such a special medium, encompassing the big three sensory drivers of audience engagement: sight, sound and motion. But as the digital-driven consumer takes over, a fourth component becomes a necessity: interaction.
The ability to progress video to this level means not just creating the best
What does this new, advanced video look like?
content, but layering in additional interactive content and experiences in real-time to invite the user to join in. In short, a traditional pre-roll video (the assets you’ve already paid your creative agency for!) is re-imagined with interactive, clickable content, giving consumers new and additional points of engagement.
This experience can offer simple, useful information like additional videos, coupons or store locators. It can also be more complex, essentially bringing a microsite experience within the video and targeting information based on unique attributes.
MEET THE NEW VIDEO ADSmart, Immersive, Measurable
There’s only so much a single video spot can convey about a product. With interactive overlays such as 360-degree product views, product features, and product usage information, a single ad can turn into a deeply immersive experience.
Real-time content from Twitter, Facebook, Instagram and more can be infused in your videos, while also allowing fans to connect and follow without ever leaving the unit.
A formerly passive video can now drive offline behaviors, including news of special offers at nearby locations, or exclusive coupons, encouraging consumers to go to an actual store, branch, or dealership.
Relevant video content = a happy customer. In-ad content relating to brand data such as browsing history, geographic location, demographics and known shopping and purchase behaviors can really transform the unit.
INFORMATIONAL LOCALPERSONAL SOCIAL
THE NEW METRICSA clearer picture of your audience.
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ACTIVITY RATENow you can understand all the behavior a user is taking within a single advanced video unit. The more content, the more activity, and the more activity, the more brand love your spot is getting!
We keep saying that besides giving your audience experiences they desire, advanced video can offer you, dear marketer, something that traditional TV ads cannot: the gift of more data. This data actually tells you something about your target consumer’s desire to buy, engage, and share your brand.
TIME EARNEDAd buys are expensive. So imagine if you could get a 60-second spot for the price of 30 seconds. With advanced video, viewers spend an average of 34 additional seconds with the video content.
VIEWABILITYWhile TV gives us “reach”, digital video lets us know if our ads are even in viewing distance. Also known as the number of impressions that are actually seen by users (as opposed to an ad running but users would have to scroll down to actually see it).
ENGAGEMENT RATEMousing over, clicking on or within the ad? Yep, that’s something that traditional TV, cannot and will not ever do. The best part is, with advanced advertising, you can define what you want as “engagement” based on your campaign goals and KPIs.
AWARENESSKnow if real people are paying attention to your ad by tracking basic device gestures. With advanced video ads, measurable viewer awareness rises by nearly 200%.
So now that you understand what advanced video is, why we need it and how to measure it, let’s look at how to use it to get more out of your audience and better ROI.
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BUILD PRODUCT AND/OR BRAND AWARENESSYour ad has done a fine job of creatively communicating the product you have to offer—at a high level. But likely, there are many more features and benefits to portray. Interactive
video adds dimension to your customers’ understanding of your product or brand with content that further details features, attributes, or information.
FRISKIES RESULTSViewers spent an additional 20 seconds interacting with the ad.
CITI RESULTSProviding audiences with exclusive offers increased engagement, awareness and
time earned.
JAGUAR RESULTS
The interactive product elements increased engagement as well as awareness rates
nearly 30 times higher than industry benchmarks.
They also yielded an extra 35 seconds of time spent with the ad.
EXTEND THE VIDEOUse all the content you have to entice
audiences in a single video unit.
PROMOS & OFFERSEmbed special features and promotions.
360° PRODUCT VIEWS
Show off your product in real detail!
PRODUCT SIMULATOR
Let audiences virtually test
drive your products.
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ENCOURAGE ACTIVE BRAND ENGAGEMENTAudiences want to engage with brands when their content is relevant and inspiring. Adding interactive features to video puts consumers in the driver’s seat to explore more of the
content that most resonates with them.
SCOTT RESULTSScott raised awareness around its
tubeless toilet paper by relating it to environmental issues through a branded
slate and encouraged audiences to participate in the #TossTheTube
campaign.
OREO RESULTS
The interactive features yielded over 64 seconds of time earned on top of the paid media.
MACY’S RESULTS The interactive elements earned Macy’s more engagement and activity rates with
their users.
BRING YOUR
PRODUCTS TO LIFE
Use interactive features
to let users browse your
product selections in the
video.
USE ALL YOUR CHANNELS
Give user’s an option to click over to
your website for downloadable content.GET THE FACTS
STRAIGHT
You can raise awareness
for your product or cause
with interactive facts or
quizzes.
MOVE BEYOND VIDEO
Got Content? Embedding relevant
information such as recipes or articles
keeps audiences engaged and in-unit.
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DRIVE FOOT TRAFFIC INTO A STORE, BRANCH OR DEALERSHIPThanks to geographic data, videos can connect viewers to relevant, localized experiences—transitioning online video viewing into real-life actions.
BANK OF AMERICA RESULTS The financial institution ran multiple
ads, connecting consumers with different local experiences that
allowed for immediate relevancy to viewers.KIA RESULTS
Audiences were able to take control and explore information that was important and
interesting to them while finding local dealerships and offers.
HOME DEPOT RESULTSThrough its “The Great American Fix Up” campaign, the retailer connected viewers
with local deals and special offers, helped them find their nearest location, and even shared a local schedule for home-repair workshops offer in-store, earning them higher awareness rates over 44% higher than our benchmark
and 38 seconds of time earned.
REWARD THEIR EFFORTS
Help consumers find local offers,
cash-back opportunites or geo-
specific campaigns.LOCAL EVENTS
Highlight area schedules,
events or offers relvant to
the viewer’s market.
STORE LOCATOR
A quick input of a zip code
or city lets users find your
locations.
LIVE MAPS
Never steer your audiences out of the
video by integrating maps users can
search to find your store.
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INCREASE PRODUCT PURCHASESA video can become a direct pathway to an online product purchase—or offer new ways to drive offline purchases.
MADASGASCAR 3 RESULTS
The streamlined purchasing experience for tickets earned engagement rates and awareness
rates that surpass our benchmarks by 132% and 74% respectively, as well as an additional 32
seconds of time spent within the ad.
VERY RESULTS Very’s interactive ad allowed users to
browse and add featured clothing items to their carts, providing a seamless shopping
experience.
ADD TO CART
Bring your ecommerce
experience to your video
ads with an “add to CART”
button.
SIMPLE RESULTSSimple skincare’s ad yielded high
awareness and engagement rates by offering an interactive quiz to help audience find products that are best for them with a
direct button to buy on Amazon.
PRODUCT
RECOMMENDATIONS
Show off your product line
and entice consumers to
buy preferred inventory.
BUY PRODUCTS
Allow audiences to make
purchases or find locations
within the video slate.
KEEP THEM INFORMED
Provide more information about
content to increase awareness and
excitement around products.
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GIVE RELEVANT EXPERIENCES WITH PERSONALIZED VIDEOBrands have been putting customers’ online browsing and buying habits in traditional online advertising for years. Now you can tie data to video creative, turning a wide campaign into
a personalized, custom ad.
COCA COLACoke was able to integrate their Share a
Coke campaign nicely into digital video adds by dynamically displaying a users name on
the Coke bottle.
J.C. PENNEY RESULTS This ad let presented the “spot the
difference” poll with a shop now feature, resulting 25 additional seconds spent
within the ad and awareness and engagement rates that surpass our
benchmarks.
BEST BUY RESULTS
Audiences were able to explore products that were most interesting and relevant to them and
seamlessly complete purchases.
SAY MY NAMEMake it really personal
by speaking to your audiences by using their
name.
TEST THEIR KNOWLEDGE
Use quizzes or product
simulators to get up close
and personal.
INTEGRATE BROWSING DATA
Promote products based on what
users are actually looking for.
THE MORE DETAILS THE BETTER
Let users know the exact specs of the product
they are after, without ever leaving the unit.
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BUILD ENGAGEMENT WITH SOCIAL MEDIA FOLLOWERSFormerly passive video becomes a gateway to social, community-driven experiences that build brand followers, encourage brand engagement, and activate brand fans.
MERCEDES RESULTS
Mercedes let audiences explore videos and enter an Instagram contest, resulting in high
engagement and 21 seconds of time earned.
BELVITA RESULTS Belvita included a live twitter feed in a
branded canvas, so audiences could join the conversation around #MorningWin
and instantly share their stories.
TRISCUIT RESULTSTriscuit used a “pin it” button for users to share their favorite Triscuit recipes on Pinterest, garnering 41 seconds of additional time that audiences spent
interacting with the ad.
SHARING IS CARING
Directly link to your brand’s social
pages where audiences can
instantly share your content.
FEED THE FEED
Include live feeds from Twitter within the
video unit to truly integrate your hashtag
driven campaign.
REAL TIME FOLLOWING
Combine the power of social media
with real-time media to create live,
engaging experiences.
[email protected] innovid.com
Contact us to help tell your story through engaging, interactive video experiences.
VIDEO?11
WHY DO BRANDS + AGENCIES ADVANCED
Advanced video advertising extends the lifespan and enhances the relevance of any campaign, making it a cost-effective way to maximize the value of all your branded content—beyond video.
Where pre-roll takes months to conceive and produce and requires significant resources, interactive content can be created, overlaid and interchanged easily and with limited resources while ensuring that a single ad spot feels fresh and new to an individual consumer with every viewing.
What’s not to love about that?
