Short form video is a very powerful driver of traffic and attention for many media and sports organisations and their commercial partners. With so much content competing for eyeballs and advertising CPMs under pressure, it's more important than ever to find new ways to generate value from your premium content.
One way to do this is to create a shoppable experience around your short form content. Done the right way, shoppable video can drive click-through rates, and attributable sales, well beyond industry average. This guide explains some of the key considerations you should take into account.
Monterosa’s Interactive Video Layers solution can be added to any video player quickly and easily using our SDKs and already supports a range of industry-leading players such as Brightcove, JW Player, YouTube and Vimeo. Once added, video publishers can apply a rich range of interactivity to their live and on demand video, including polls, voting, predictions, text/image elements as well as shoppable promotion.
Finding a meaningful connection between the content and promoted shoppable items is key to high response rates. Context is key - it needs to make sense to the audience. e.g.
Remember the audience have chosen to watch your content, not go shopping. This means that any interactivity should be added in such a way as to respect and preserve their viewing experience completely. Monterosa’s Interactive Video Layers allow you to do this in a number of ways:
Another way to springboard users into a buying journey is to use editorialised interaction. For example - you can ask users which outfit they prefer in a video, and then depending on the answer promoting the relevant choice.
Adding simple gamification to short form content with data capture is another way to create personalised product promotion in more creative way.
If you already have a shopping experience within your app or website, integrating the shoppable video experience will further boost conversion rates - for example by allowing users to ‘add to basket’ to check out later or even directly purchase a product within the video experience.
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