What Marketers Need to Know About Interactive Video




  • by Dan Trefethen April 17, 2016
    April 17, 2016


    Just under a month ago, a new collection of songs recorded by Jeff Buckley was posthumously released. The album is called You and I, and one of the standout tracks is a cover of Bob Dyan’s Just Like A Woman.


    What stands out even more about the cover song is it’s awesome interactive music video that allows users to engage with the themes of the imagery, manipulating panels to show different progressions of relationships, life, and love. Clicking around in the video is a bit addicting, and really grabs your attention as the song plays through.



    As Coldplay has also released an interactive music video, among other popular bands, it can appear like the music industry has the most to gain to making their videos interactive – not the case!


    As discussed in an article by Digiday, the Wall Street Journal has understood the power of interactive video in their reporting.


    Andy Regal, senior executive producer of the of WSJ had this to say about adding interactive video: “Everyone has been talking about bringing video to the Web, but now we’re bringing the Web to video.”


    He went on to make this significant point:



    “I can create a three-minute video, but I can potentially get 10 minutes of engagement time, because people are going to be reading an article, checking out an infographic or looking at a real-time stock chart. Marketers will want to be associated with just that kind of content.”


    And marketers are catching on – increasingly adding interactive video to their content streams and seeing impactful results. But there’s still many questions and ambiguities on the new content form and where it stands in the B2B world.


    To help shed more light on the influence of interactive video, Brightcove and DemandMetric teamed up to present a study of 500+ marketers on their usage of interactive video.


    To give you a little taste of their findings, here are three strong misconceptions that marketers may be hesitating over for their teams to use interactive video.


    1. It’s too expensive

    The primary reason given for not using interactive video is “Don’t have the budget,” but cost actually ranks 10th on the list of challenges in creating and using interactive video.


    2. It’s difficult to create

    As organizations use interactive video more extensively, they become more efficient. For extensive users, only 36% list “time-consuming to create” as a challenge.


    3. I wouldn’t really use it

    Half of the study’s participants are using interactive video in four or more applications or use cases.


    Need some more persuasion? Check out our interactive infographic 10 Key Stats For Using Interactive Video in 2016.


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