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T H E V I D E O W E B
V ID E O GRO W TH
79%
Video will represent 79% of all global Internet traffic by
2018.
Product video views grew 42% year-
over-year from 2014 to 2015.
52% of marketing professionals
worldwide name video as the content type with the best
ROI.
Cisco Invodo Syndcast
Last year, video views on ecommerce sites grew 3X FASTER
than ecommerce sales.
2015 : A BR EA KT HR OU G H Y EA R FOR P RODU C T V ID E O
YEAR-OVER-YEAR GROWTH (2014-15)
Annual Video Views
14%
42%US Ecommerce Sales
M O B IL E H AS RE AC H E D A T I P P IN G P O IN T
Q1/15 Q2/15 Q3/15 Q4/15 Q1/16
65%62%
56%
45%42%
35%38%
44%
55%58%
MOBILE VS. DESKTOP VIDEO VIEWS (Q1/15 - Q1/16)
2014-15 GROWTH
C O N S U M E R E X P E C TAT I O N S 2 . 0
WH AT D O C O N SU M E RS E X P E C T?
• 1021 consumers completed an online questionnaire in February 2015
• 52% female / 48% male• Shopped online 4+ times in
the past year• Spent $250+ online
annually
V I D EO I S C R IT I C A L T O T H E S HOPP I N G EX PE R I E NC E
89% Shopping is more efficient and effective. 87% I understand the
product better.
82% 82%I am more likely to make a confident purchase.
I am more engaged with the brand.
Product PageHome Page
Category PageVideo GalleryOnline Search
ResultsBrand AdvertisingCustomer Service
Social NetworksEmail Campains
74%39%37%32%30%21%14%13%10%
Where online would you be most likely to interact with a retailer’s interactive visual
content?Check all that apply.
Shoppers are 2 X M OR E L I KE LYto engage with a retailer’s interactive visual content on a product detail page than elsewhere online.
C ONS U M ER S E XP EC T V I D EO ON T HE PR ODU C T PAG E
V ID E O I S N O W EX P E C TE D
4 9 % O F S H OP PER Swill leave a retail site and seek information elsewhere when
visual content is not readily available.
M IL L E N N IAL S ARE D E M A ND IN G
Percentage of customers that will LEAVE a site if visual content is not available.
Millennials Gen X Baby Boomers
63%48%
30%
AGREE
(18-34) (35-44) (55+)
2.1 X more demanding than Baby Boomers
1.3 X more demanding than Gen X
V ID E O IM PACT S T H E BO TT O M L I NE
+10%
Video delivers a 10% lift in conversion rates.
Video viewers are 1.68x more likely to
buy than non-viewers.
V ID E O Q U AL IT Y D R IV E S C O NV E RS IO N
★ ★★ ★★★ ★★★★ ★★★★★
1.0% 1.2%1.5%
3.1%3.7%
Viewer Buy Rate, by Video Rating (2015)
Video Star Rating (1-5)
V I D E O AC R O S S T H E C U S T O M E R J O U R N E Y
V ID E O A ND TH E C U STO M E R JO U RN E Y
ENGAGEMENT• Brand & Lifestyle video• New Product GTM• Augmented & Virtual Reality
CONVERSION & RETURNS• Scalable product video• On-boarding and support video• 3D Spin
PURCHASE
CONSIDERATION
BRAND ENGAGEMENT
ENGAGEMENT & CONVERSION• Shoppable video• Category video• How-to video
A F RAM E W O R K F O R S U C C E S S
D E VE LO P IN G A P R O GRAM TH AT SC AL E S
• Requires a holistic approach
• Helps drive organizational efficiencies for an omnichannel world
• Best practices will drive efficiency and quality
• Focus on data for continuous improvement
G E TT I N G FR O M H E R E T O T H E R E
TH E P R O D U C T V ID E O JO U RN E Y
TH E P R O D U C T V ID E O JO U RN E Y
P R O F I L E• Product videos up and
running• Traffic growing
CH A L L E N G E S• Limited ability to
measure results• Hard to justify budget
N E XT S T E P S• Understand ROI• Develop a strategy
across the catalog
TH E P R O D U C T V ID E O JO U RN E Y
P R O F I L E• Correlation between
video and conversion established
• Plan in place to address top products
CH A L L E N G E S• More products create
growing complexity• Sourcing products from
manufacturers is difficultN E XT S T E P S• Develop team, process
and plan to scale program with growth
P R O F I L E• Product videos up and
running• Traffic growing
CH A L L E N G E S• Limited ability to
measure results• Hard to justify budget
N E XT S T E P S• Understand ROI• Develop a strategy
across the catalog
TH E P R O D U C T V ID E O JO U RN E Y
P R O F I L E• Correlation between
video and conversion established
• Plan in place to address top products
CH A L L E N G E S• More products create
growing complexity• Sourcing products from
manufacturers is difficultN E XT S T E P S• Develop team, process
and plan to scale program with growth
P R O F I L E• Production model scales
to thousands of assets per year
• Scalable platform and publishing model
CH A L L E N G E S• Maintain quality and
consistency at scale
N E XT S T E P S• Optimize spend across
categories and products• Plan for new products
P R O F I L E• Product videos up and
running• Traffic growing
CH A L L E N G E S• Limited ability to
measure results• Hard to justify budget
N E XT S T E P S• Understand ROI• Develop a strategy
across the catalog
T H A N K YO [email protected]
