Online video advertising is growing and becoming more and more effective, along with the unstoppable diffusion of smartphones and tablets, which allow users to interact with the online world continuously.
Facebook decision to buy LiveRail, the third biggest video ad seller, is a clear signal of the importance that online video is achieving as a channel to engage and call customers to action.(http://adage.com/article/digital/facebook-buy-biggest-video-ad-seller-liverail/293992/)
Interactive video is the next frontier of customer engagement: consumers, especially younger generations, want innovative, evolving content, capable of attracting their attention and engage them. Technology evolution allows to do that: online video ads are no more just a way to deliver content to users, but they provide them with truly engaging experiences, easing the path to action or reaction on the consumer’s side by placing calls to action directly at the point of passion, within the video content itself. Social rewards, real-time commerce, inline gamification, timed surveys, embedded contact forms, local store finders, and other interactive layers encourage and facilitate customer action and are the next step in brand engagement.
Source: http://digitalmarketingmagazine.co.uk/articles/interactive-video-the-future-for-consumer-engagement/744
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