May/10

Part Four: Interactive Video Ideas to Get You Started

View Comments · Posted by Rob in Advertising, eCommerce, Interactive Video

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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