360 ̊ VIDEO IS A PRACTICAL FIRST STEP TO VR
Cost and complexity remain barriers to entry for most brands using VR to engage consumers. Emerging 360̊ solutions like Blend Media make immersive content easy through a drag-and-drop web editor and a global network of expert creators.
Implication for brands: Immersive is the latest evolution of the video marketing strategy. Giving consumers the feeling of “being there” is not just VR/AR/MR but 360 ̊ content.
VIDEO STREAMING WITH CLICK TO ACTION OVERLAYS
Live streaming and on-demand videos viewed through websites or native mobile apps can now have commerce and viewer engagement elements added. Promethean’s click-to-action SaaS player overlays also deliver horizontal reporting of all tagged content.
Implication for brands: Seamless online viewer interaction with sponsored live content (e.g. sports, concerts) is now possible with simultaneous push notification overlays.
REAL-TIME DETECTION OF TV COMMERCIALS
Video recognition algorithm and analytics processes from AdScanner recognize, track and catalogue TV ads in IPTV homes by the second. Included are customizable notifications of predefined scenarios of a brand or competitor’s presence in TV.
Implication for brands: Brands now have access to merged holistic measurement and analytics capabilities integrated with brand-owned KPIs and third-party data.
THE RISE (AND RISE) OF PERSONALIZED VIDEO
New-gen personalized video companies like StoryTEQ help brands become more relevant and boost engagement. This is delivered by adapting the flow of a video with modular scenes to match viewers interests—all in real-time.
Implication for brands: Video personalization is about being relevant. New tools like StoryTEQ ensure your content is viewed in the right place, at the right time.
CHATBOTS ASSIST WITH BRAND TRACKING
A simple and cost efficient brand tracker solution using chatbots on a brand’s website or Facebook page is now available from French start-up Queeco. This micro-survey technique reduces the need to continuously issue brand health surveys and questionnaires.
Implication for brands: Surveys on social media and websites are an always-on solution to brand image research to capture the impact of brands’ actions as and when they happen.
REACH CONSUMERS WITH MOST EFFECTIVE DISCOUNTS
CPG brands and retailers can now reach German consumers with individual price promotions that exceed eCoupon ROI benchmarks. So1’s AI methodology precisely calculates the price reduction required to induce valuable customers to switch.
Implication for brands: Uniform and single price offer promotions are coming to an end as they can now be subject to the same level of 1:1 targeting as media.
Author: Jim Kite, Global Head of Partnerships, Business Transformation, Publicis Media