interactive content is the new content
Post on 15-Apr-2017
3.166 Views
Preview:
TRANSCRIPT
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
Powering millions of engagement from the worlds best publishers, brands and agencies
• 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)
#BoomboxRaptMedia
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.
PASSIVE VS INTERACTIVE CONTENT
#BoomboxRaptMedia
ConversionsEducating BuyerDifferentiating From Competitors Being Shared
36% < 70% 70% < 93%55% < 88%17% < 38%
QUIZZES – THE SECRET WEAPON
#BoomboxRaptMedia
82% click to conversion rate 78% completion rate 2:27 average time 14% lead conversion rate
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
#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
#BoomboxRaptMedia
TIMES TAKEN
516,704 LEAD IMPRESSIONS
455,929 LEAD CONVERSIONS
29,410 CONVERSION RATE
6%
AVG TIME SPENT
0:24
82%
#4 - THINK OUTSIDE IN: ZENNI OPTICAL
#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:
#4 - THINK OUTSIDE IN: ZENNI OPTICAL
#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
#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
Choose a compelling title:
• Are you a ____ expert? • Can you pass the ___ test? • The world’s hardest ___ quiz • Are you a true ____? • ____ or ____
top related