Visiting EEDA's excellent Destination Growth Busines event yesterday, we were struck by the number of experts and entrepreneurs advocating innovation, especially in recessionary times, as the key to business success. Internet TV is nothing if not innovative, and definitely effective.
“Just as customer reviews became the online retail must-have in 2008 and 2009, interactive video is proving its worth and is set to take centre stage.”
• Sheila Dahlgren, senior director of marketing at Adobe Scene7, for Internet Retailing
“a fantastic communication tool. We are very excited to be able to broadcast media via the internet in such a user friendly and interactive format”
• Mark Overton, Arena Media Services
Have you heard the buzz? It’s interactive, it’s effective and achievable whatever the budget. Media savvy organisations are realising just how powerful a marketing and communications tool interactive video is.
Now organisations can enliven their web presence with a customised media player designed in the company’s livery to enhance their website and branded with their logo. Viewers can click straight through from the video to interactive surveys or e-commerce sites. It is also possible to replicate the branded player and its content on third party sites, further raising the company’s profile.
New figures out from M&S Direct show that since the launch of its online TV channel in April its online sales have been boosted by over 30%, and 90% on some products. Online retailer Ebags lifted its conversion rates by 50% among shoppers who pressed play, and as much as 139% for shoppers who watched the entire video – a powerful sales tool!
Add to that the option to charge for content (training films for example) through pay per view and subscription channels, the ability to stream live events, and it becomes an interesting tool for every organisation.
This doesn’t have to mean a lot of costly tv production. Sometimes the most simple videos can be most effective. But with the convergence of media and the use of set top boxes it is also an option to reach a wider audience watching on conventional tv’s and plasma screens.
StreamExchange Directors Fiona Ryder and Caroline Oldrey have over 20 years experience in digital media and television production and enjoyed meeting business delegates at the Destination Growth event to talk more about media streaming and the business solutions it offers.
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