I’ve become a bit of a SXSW regular and honestly it is the one conference every year that I never miss.

I always arrive in Austin with an open mind to all my current clients and also looking for tools and people that I can get involved in future initiatives. As a consultant I want to be up to date on the latest technologies and also who are the active members of the community in case they are a fit for a project at some point.     

This year because of my work with Overlay.TV I had video on the brain and kept a very keen eye on what was going on.

I’m happy to report that video is alive and well and there were just as many video cameras as there was catchy tagline t-shirts and backpacks. If you are not creating video at this point, you are behind the curve and it is time to start working it into your marketing mix if you want to be successful.

I asked a variety of attendees why they thought video was so important to businesses and what they thought the future of video was. Click on the icons in the video to connect with any of the speakers.

So, what were some of the video trends that I noticed while there?

1.  The days of lugging a massive camera around are no more. I saw more micro HD cameras and video capable DSLR cameras than anything else.
2. Companies are continuing to embrace the power of video. Watch any of the daily recap videos from Chevrolet or the great SXSW:By the Numbers video from CNN as shining examples.
3. Everyone still has a craving to learn how to make their videos better. If there was any doubt, all you had to do is look at sessions led by Steve Garfield or The Bui Brothers to see that video education is important.
4. People are not as hesitant about being asked to be on video as they use to be. We as a society are much more comfortable with video cameras being everywhere and talking to one isn’t as unique of an experience as it use to be.
5. At large events like this, setting up a stationary studio or similar location for people to create video makes a lot of sense. The Live from AOL Studio and the Samsung Blogger Lounge were both examples that jumped out at me.

I did not discover any breakout technologies that will change the landscape in video which was a bit disappointing. Sure, there were more camera rigs, green screen solutions and streaming companies peddling their wares, but nothing jumped out at me and made me say wow.

I left Austin full of breakfast tacos and inspiration to create more video. Every where I looked someone had a camera and a microphone. It is a critical piece of the marketing mix for every company and I want to see people use it more and use it better.

Were you at SXSW? Did you see something that I missed? Let me know in the comments.

Aliza Sherman · Ann Handley · Becky Johns · Brad Powell · Emily Cavalier · Interactive Video · Jeff Sass · Joe Chernov · Julien Smith · Steve Grafield · Tamsen McMahon · Tim Washer

As I mentioned in my last post, we've had an extremely successful year client-wise and thought it would be nice to share some of the work we have done for various client campaigns.

JCPenney

When JCPenney exclusively launched MNG by Mango in the U.S., they were given product videos to help promote the new line. Rather than just play the videos as is, JCPenney employed our service to create a clickable shopping experience for their users. So far, we have run two very successful interactive video campaigns with JCPenney. Both campaigns featured a sleek player with a clickable product carousel, Overlayed with "invisible" clickable targets that link directly to the product page as well as updated fonts and colours for each.  You can check out the latest Fall/Winter campaign here.

MNG by Mango for JCPenney

Armani Exchange

Armani Exchange, or A|X as they are known, partnered with Overlay.TV to make their "How to Wear It" online section an interactive shopping experience. The videos feature stylists and celebrities discussing the latest trends with clickable hotspots on the clothes. They use a customized player, including a new product information panel, custom targets, and a complementary color scheme to match their site which is configurable for each new campaign. For their first interactive campaigns, we created the Overlays in-house, but as is the goal with our solution the team at A|X eventually decided to take on the creation process themselves, and with great success. After some personal training they were able to create their Holiday 2010 "How to Wear It" clickable video! Congrats to the A|X team for a job well done! 

Armani Exchange Custom Player

Boss Orange

For the Fall/Winter 2010 collection, Hugo Boss brand, Boss Orange, wanted to expand their online presence through video and social media. We created a shoppable video for them using a behind the scenes video that can be accessed through their main site as well as on the Hugo Boss Facebook page for their more 500,000 fans. We customized the player colors to match their brand, and like all our players, it can also be shared to the various social media sites, including Facebook and Twitter.

Boss Orange Player

For more detailed information on these and any of our clients, please check out http://www.overlay.tv/clients.html.

Happy Holidays from everyone at Overlay.TV!

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We have landed some pretty stellar clients this year, some by word-of mouth, others through good ol' fashioned pavement pounding and salesmanship. Part of our sales effort always includes sending the team out to the various trade shows throughout the year and demonstrating to the masses what we do best - interactive video. Trade shows are always a lot of fun, and one of the best ways to meet and greet potential new clients. And here, without further ado, are some highlights from the 2010 trade show circuit...

MarketLive Summit 2010 Conference - Sonoma California

This was our first time at the MarketLive Summit and what a terrific experience it was. What's great about this event is that MarketLive takes care of all the creative for your booth so the only thing you have worry about is getting there. It's a smaller affair with time to focus on each person, and because of this we were able to generate some extremely valuable leads. Plus our "taxi" ride to the airport didn't hurt either . Stepped out to hail a cab and this was waiting for us!

Taxi!

The 2010 Shop.org Online Merchandising Workshop - Huntington Beach, California 

The Shop.org annual merch event is great to attend for 2 reasons: 1. it's always in California; and, 2. it's always in California. Who doesn't love California?! Location aside, we enjoy this event because of its smaller size, which means we can spend more time with people and really gauge their needs and get to know their business. Our booth almost didn't make it to the event this year (U.S. customs you are on my list!) and I spent a few panicky hours going back and forth with a local Kinkos in hopes of procuring new signs, but at the 11th hour our booth finally arrived. *Phew* 

Tyler, Rob and Jim at the Shop.org Merchandising Workshop

Huntington Beach

The Shop.org Annual Summit 2010 - Dallas, Texas 

Rob, Jim, Siân, Nadav and Tyler at the Annual Summit 2010

The Shop.org Annual Summit is one of the biggest trade shows of the year and is probably the most stressful but also the most fun (no offence to the other trade shows). Thankfully our booth arrived in its entirety and we had a terrific spot right by one of the food courts, which meant a steady stream of traffic. We've come a long way since our first attendance at the Annual Summit in 2009 so it was great to come back and show off all that we have accomplished in the past year. I thought the 2009 event would be hard to top (Vegas, baby!) but the team from Shop.org certainly outdid themselves, the highlight being the networking event at the Dallas Cowboys Stadium right on the field.

Rob on the centre star at the Dallas Cowboys Stadium

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It's that time of year again, time for the Shop.org Annual Summit. Last year had us waking up in Vegas and this year it's going to be bigger and better in Dallas, Texas! We have been working hard since last year's Summit and have some amazing client projects to show off including Armani Exchange, Tory Burch (see below) and JCPenney to name but a few. Stop by our booth #223 for a product demonstration and the lowdown on how clickable video can change your video from a passive viewing experience into an interactive one.  At our booth you can also enter to win a Smart Car from friends at Demandware! See you in Texas!

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This is the final post in a series exploring interactive video integration online.  Read the full article here.

Experience Brand/Theme Pages

An experience page is a dedicated area of the site associated with a brand or theme. On this page consumers get to experience the brand's “feel-good” factor or theme that the retailer is trying to convey. This is achieved by mixing a collection of premium video with both semi-professional and user generated testimonials. Consumers get to experience the brand through video while still allowing the retailer to build the direct calls to action into the video. An experience page can be expanded to included competitions and consumer feedback mechanisms.

If you'd like to know more about how you can use interactive video on your eCommerce site please contact us at info@overlay.tv.

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This is part five in an ongoing series exploring interactive video integration online.  Read parts one through four here.

How-To Videos, Style Guides and Advice

For a number of products that are best explained through video, a how-to video can be a great way of demystifying a potential purchaser and also gives the retailer an idea opportunity to cross-sell. Recent discussions include a cosmetic company looking to demonstrate to women how to apply eye make-up to achieve certain look and a DIY retailer demonstrating how to construct a free floating wall shelf.

In each case, as the products are used within the video, product links are directly provided to enable the user to immediately add to basket. Moving this call to action directly into the video at the point at which a product is shown has demonstrated an increase in conversion rate. This can also help the consumer feel more confident in their abilities, reducing return rates.  Surveys have shown the consumer feels a closer relationship with the retailer resulting in higher sales.

Next: Brand expereince/theme pages.

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This is part four in an ongoing series exploring interactive video integration online.  Read parts one, two and three here.

Repurposing Celebrity Videos

This is very similar effort to repurposing television commercials. Many brands, especially in the area of fashion retail, use celebrities to endorse products through video. These videos often include multiple products, and hence do not often fit on the product pages of the website. This means that although the consumer can get the “warm glow” and celebrity appeal, they often are left with the need to navigate around the site to find the products mentions. By adding an overlay to the celebrity video, you can create a direct link between multiple products in the video and multi-product landing pages where the video can be purchased.

The call to action is moved within the video rather than expecting the viewer to navigate after watching the video. There are also a number of successful experiments being undertaken in video by adding overlays that allow the user to “buy the look” from within the video. This can significantly increase the average order basket for the retailer.

Up next: How-to Videos.

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This is part three in an ongoing series exploring interactive video integration online.  Read part one and two.

User Generated Content

Much has been written about the challenges of User Generated Content (UGC). While we agree that it needs to be moderated and is not suitable for some applications, many companies are using UGC to great effect as a way of engaging their customers in community applications. After all, one of the key objectives of an eCommerce website is to keep user loyalty rather than constantly spending on acquiring new customers.

Hopefully, as a business you have customers that actually like your products and care about your services. UGC can be a great way to allow them to share their experiences with other potential shoppers and allows the retailer to increase their library of video content.

There are many examples of this, which includes genuine consumer reports of how a product performs in the case of electronic goods, usage experiences in the case of footwear and clothing and cooking experiments for grocery retailers.

Up Next:  Repurposing Celebrity Videos.

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This is part two in an ongoing series exploring interactive video integration online. Click here for part one.

Repurposing TV Commercials

Many companies as part of a new product launch or range produce a very polished commercial for TV. Since this is often an incredibly expensive endeavor, why not take this commercial and repurpose it for the website.  By creating an “invisible” overlay, products in the video can be directly linked to places on the website where they can be purchased. The underlying video does not need to be reproduced, just reformatted for the web.

Next: User Generated Content

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This is part one in an ongoing series exploring interactive video integration online.   

Over the recent months we have held many discussions with retailers on both sides of the Atlantic that are looking to add video to their websites. One of the issues that inevitably arises is “We have video but are not sure where to start. How do we make this interesting without incurring high production costs?”

Given that this is very much a common theme from prospective user, we thought we would compile a collection of the most popular uses. The list is not meant to be exhaustive, rather a list of practical ideas that retailers are considering.

6 Ideas to get you started:

1. Product page video
2. Repurposing TV commercials
3. User generated content
4. Repurposing celebrity videos
5. How-to videos, style guides and advice
6. Experience brand/theme pages

Product Page Video

Over the last few years images have brought eCommerce websites to life, often with clever zoom capabilities. While this is a good first step, the benefits of many products cannot be demonstrated effectively with static images.  For instance, how do you show the unique flexibility of a new footwear sole design with a static photo?  Video adds a dimension that allows the user to interact with and gain a far greater understanding of the product. Both have been demonstrated to increase conversion and, just as importantly, reduce return rates.

Intermix Product Page

 Up next: Repurposing TV commercials.

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