INTERACTIVE VIDEO TIPSWHERE SHOULD I PUT MY FIRST CHOICE POINT?[WEEK #1]

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From Forrester reports to premium interactive microsites, Interactive Video has captured the attention of businesses, major brands, and the public – but there are still a lot of questions about how to do it “right.”

TTo kick off our first edition of Interactive Video Tips, we’re going to answer a question that comes up in almost every strategy exercise we conduct with clients: “Where should we put our first choice point?”

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Can Can you imagine going to a website full of content but not being able to click on any of the links for 45 seconds? I’m not saying that we should universally abandon the art of developing a video story for the quick hit of a button click; I am saying, however, that with the right amount of thinking and planning, the two can complement and even enhance one another.

The short answer is: the sooner the better. Interactive Video is redefining how viewers engage with video content, and one of its clear advantages over linear video is the ability to control the experience.

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An early decision point or an additional choice quickly engages the viewer, drawing them to take part in the experience rather than just sit back and absorb it. This technique can also be used to enhance the storytelling process by quickly determining viewer preference and catering the rest of

the storyline to fit that first choice.

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For example, if you were creating an Interactive Video around March Madness you might make the first choice around which region the viewer would like to follow. BAM!

Within the first 5 seWithin the first 5 seconds, the viewer is providing preference information that allows you to deliver content catered to that preference. Clicking on the South Region might deliver video background on the teams, info about the FedExForum, travel highlights in Memphis, and so on.

5.Although making an IV takes more forethought as a content creator, if you get good at using this new creative tool, the results deliver an unprecedented, personalized experience for each viewer.

Interactive Video empowers the content creator to offer a customized experience for each viewer, which can extend to ads (find a great hotel in Memphis, buy your tickets to Graceland), primary video content (highlight reels from the individual teams), or seteams), or secondary video content.

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Keep in mind that each Interactive Video experience will take on a different tone and flow, just like each video that you produce. If you embrace the opportunity to really maximize the value of this new medium, you will be able to create engaging, high-return content that delivers the experience your viewers expect.

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One last note: your Interactive Video must be a delight to watch on mobile as well … but we’ll discuss that in a future post.

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