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Show me a man who can watch a James Bond movie and not want to purchase a new suit and Aston Martin, and I will show you a liar.
For consumers who are brand loyal, new product trailers generally trigger the thought process of “Shut Up and Take My Money!”

Don’t believe me on anecdote alone? Take a gander of these statistics from Google: “4 in 10 shoppers visited a store in person or online as a direct    result of watching a video,” and “34 percent of apparel shoppers said they were more likely to make a purchase after viewing an online video    ad.” Eliminating the barrier between viewing and purchase is the only way to improve those already impressive statistics.

A few distinct paths exist for marketers in their search for a video that does more than just look good. Some of these roads are paved, well lit and maintained, while others still don’t show up on the GPS. The choice of which platform is a question of a) most importantly: marketing goals and b) most unfortunately: budget. Blazing a new trail doesn’t come cheap. The current shoppable video landscape leaves much to be desired, but it is that desire that will be the driving force in the coming years.

Future Forms of Commerce

If the resources and budget are plentiful, marketers should strongly consider creating their own experiences from scratch. Shoppable video is admittedly in its infancy, and the industry is ripe for disturbances and innovations. The problem is framed, “How can we increase sales and engagement through traditional video mediums?”

Let the positives and negatives of all of the above platforms serve as a roadmap for this new video product. I believe the future holds a new form of commerce, which will live inside the video regardless of the device or the screen size it’s viewed from.

As HTML5 continues to push what can be accomplished without a plugin (Flash), we will see more than just “add to cart” from within a video by being able to completely check out from the experience. By check out, I mean that the shopping experience will be unobtrusive and will have your product into the shipping process as quickly as possible without ruining the video experience.

As with most web technologies, they will start clunky and will only be slight improvements from the above listed platforms. These current platforms exist to be stepping stones in a much larger journey. Just think back to the mainstream manifestation of the Flash microsite: It was the pioneer gateway drug that empowered marketers to make sites that provided consumers with new ways to interact with brands and products and fueled the need for greater, more universal interactions powered by HTML5/JavaScript without the need for the Flash plugin.

The most successful video campaigns that I’ve seen or been a part of have been based around compelling content that gave users the ability to choose their own path. Short, entertaining and emotion-evoking content is — and always will be — what gets users to share. People will figure out how to share great content or find the product or item they want no matter where you put the “Like” button or what overlay or contextual “buy it now” button appears in videos of the future.

Invest in Data and Custom Solutions

As usual, the brands that will win will be the ones who bet big. They will invest in new technologies and experiences not yet offered by the likes of Google. Thankfully, they can rest assured that not only are the Googles of the world watching but, most importantly, so are their customers. Continuing to use pre-built platforms and paint-by-numbers solutions regarding shoppable video will only serve to get a brand’s message lost in the noise.

I believe advertisers will start focusing more on dynamic content, allowing highly personalized content to be served based on a collective profile built up on each individual. This means going beyond remarketing/retargeting and down to the behavioral level. Instead of watching a video that includes a pop-up for every single product possible, only products that your behavioral data suggests might be of interest will be highlighted for purchase.

Facebook just announced their Graph Search, which is a big step in the big data/search game and certainly has marketers (myself included) all over the signup to be the first to explore this beta product. Graph Search will allow a deeper insight into consumer’s behaviors, fusing the needs of the brand to the desires of the consumer. The next few iterations of shoppable video should — and hopefully will — have a deeper integration with the consumer data made available by Graph Search. This technology will bring the most relevant products to the most interested consumers and their like-minded social tribes in video form.

Innovation in the shoppable video field will eventually push the experience toward its inevitable intersection with the elusive “second screen” experience. The future isn’t how to best serve advertisements in online videos; rather, it is the ability to provide the best possible user experience regardless of the media. Pointing at a movie on the screen and saying, “I will have that shirt in three to four business days,” is the ultimate goal, but who will be the one to take the next step in that direction?

While I wouldn’t say 2013 will be the tipping point for shoppable video, we will surely see the rise of more experimental “second- and multi-screen experiences” and interesting mashups that provide new ways for users to engage with content beyond the view.

Written by Peter Sena

Source: The Agency Post

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Corbin Visual produced an animated video to explain Brand Protect‘s services.

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#1: Tablet is Top Dog

2012 was the year of tablets (both full size and mini), and they are here to stay for 2013. Tablet market share will increase, and so too will video view rates on these devices. In fact, e-reader sales shrunk in 2012 by 28% proving the device that’s taking over allows consumers to not just read, but to watch, listen, share and socialize all media forms. Call it mobile video or video-on-the-go, more people are consuming video on their tablets and the share of online video being consumed on a mobile device is on the rise, too.

#2: Connected TVs Are Not Far Behind

Online video anywhere and everywhere will start to occur in the original domain of video – the TV. As interactive and connected TVs increase in the home, online video will start to be consumed via these devices, too. This trend will grow in 2013 as the industry expects the launch of Microsoft’s new Xbox 720, and otheradvancements in connected TVs that we can expect to see at CES this week.

#3: Big Data to Power Video Strategies

Online video brings out the best of its parts: the data and personalization characteristics of ‘online’ and the creativity and engaging experience traits of ‘video.’ This convergence will accelerate in 2013, making smarter video decisions that are based on data rather than intuition. Deep analysis of trends, segments and performance will drive strategies forcustomer engagement and loyalty programs, resulting in an even more powerful form of online video than we saw in 2012. Alignment around measurement of online video is key to its success and will hopefully be achieved in 2013, as it was a constant struggle for marketers last year.

#4: Contextualization Will Be Crowned King

“Reach the right person with the right message at the right time on the right device.” I’m willing to bet you’ve heard this mantra repeatedly, if not live by it. Well this is the year to step it up, and deliver with truly relevant experiences to meet your customer’s needs. The recent Forrester “Contextualization” report shared great insight and takeaways on the topic, and fuels my favorite video technology prediction for this year – customers’ digital experiences, especially video, will be seamlessly optimized with contextualization. I’ve seen leading brands are already using some of the following contextual attributes to deliver optimum customer experiences:

• Profile data on who the customer is (e.g. demographic, purchase frequency, one-click buyer, number of products, dollars / miles / stays until next threshold)
• Historical data about what the customer has done (e.g. products previously viewed, abandoned carts, related items to purchase history, recommendations and loyalty rewards summary)
• Situational data about what’s happening in the customer’s life now (e.g. event recognition such as birthday or life milestone, device / browser, time of day, nearest physical location or store)

#5: YouTube’s Original Content to Take Primetime Stage

YouTube’s decision to invest a heavy $100 million on original content over a year ago is starting to pay off. In addition to international channels added this past October, the top 25 original channels are averaging more than 1 million views per week and about 800 million people watching 4 billion hours of content monthly. And with more connected TVs added to homes in 2013, no doubt we expect to see more YouTube original content consumed over primetime TV. Justin Bieber and PSY were only the first generation of stars born on YouTube, in fact, we predict more stardust ahead from the video channel giant and anticipate seeing top-notch web content move to TV.

#6: HTML5 on the Horizon

Is the long awaited HTML5 finally here? Not yet, but it’s coming. The language was “feature complete” at the end of 2012, and will become an official Web standard in 2014. In 2013, HTML5 environments with H264 video will achieve critical mass while Flash video disappears into the horizon. Adobe has already given up on mobile, and as mobile devices take bigger shares of video views, HTML5 will become the default choice for many.

Article courtesy: The SmartVideo Blog

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Check out our short teaser for this fairytale wedding!

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