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Interactive tooling. Tod Yeadon believes interactive video can be a simple enough proposition. “Very often brands just want customers to subscribe to offers, and with forms that’s very easy,” video-solutions outfit Quick.tv’s co-founder says. “One example is on launching a new car where what you want is a call-to-action.”
But what about those cool hotspots on the video which highlight product?
“Response rates on hotspots tend to be lower, largely because they aren’t visible unless the viewer rolls over them… They’re an obvious opportunity to sell stuff but we find they are less important than what’s around the video itself.”
And what’s around it with Quick.tv’s toolkit are features like routing, which enables the audience to control the journey through the content, info tickers tracking across the screen, and voting.
“Video dates quickly and we bring dynamic information to it,” Yeadon says. “Voting does well. It’s good for brands’ market research, and consumers really like expressing opinions.”
So where is video, and in particular interactive video, going?
Yeadon’s not a fan of pre-rolls because they can really be a turn-off. “They are not sympathetic,” he says. “But with interactive, I have to say that the stats have surprised all of us.
“And right now, we take a piece of existing video and add the interactive layer. But we’re increasingly talking about scripting specifically for the interactive side of things.
“There will definitely be more customised content… interactive video can only work if it’s good to begin with.”