Nearly Two Out of Three Consumers Spend More Time Watching Video if Invited to Participate
BOULDER, Colo. - Aug. 18, 2015 - Marketers looking to leave an impression on consumers need to offer more control through choice by inviting customers to participate in online video content, according to findings shared in The Power of Choice: The Growing Divide Between Customer Experience and Video, a research report from Rapt Media. The report offers valuable insight on the behaviors and preferences of more than 2,000 consumers in the United States and United Kingdom.
Consumers admit that when given the option to interact with brands online from a personal level, they find video content to be more engaging. Nearly two-thirds of consumers admit that they will spend more time watching video if they can interact with it.
“The marketplace is being flooded with content, but our research shows that brands need to go beyond pushing passive content,” said Erika Trautman, founder and CEO of Rapt Media. “Brands that rely on passive content to win customers are missing their biggest opportunity for engagement and collecting consumer insights. They need to produce content that contains participatory elements, especially in video, to give consumers greater control over their content and drive meaningful engagement.”
Rapt Media’s research reveals consumers have shown that choices are no longer nice-to-haves; they’re increasingly expecting more options for controlling their online experience based on what is most interesting and relevant to them. Consumers also want control in the way they discover information online, which means brands can’t simply push owned content at consumers without considering overall engagement and response rates.
Key findings from the survey indicate:
- 89% want control over the ads they’re shown online
- 57% want to find content on their own versus through advertising
- 64% will spend more time watching video if they can actively participate
- 86% want to be able to control the topics they see on news sites
- 56% like choosing content that is relevant to them
Download The Power of Choice report to discover how to improve the customer experience and create engaging content. The Power of Choice interactive video coming soon.
About Rapt Media
Rapt Media has created the only interactive storytelling tech combining personalized narrative with unparalleled data integration. Our HTML5, mobile-native video platform gives you the power to intrigue, turning viewers into participants and engagement into real insights. Welcome to the future of video.
104 West for Rapt Media
In the world of online marketing, consumer engagement is everything and content is still king – especially when it comes to online video.
In an attempt to understand how customers interact with content put forward by brands, Rapt Media recently examined the behaviors and preferences of more than 2,000 consumers in the U.S. and U.K. Our new research report, “The Power of Choice: The Growing Divide Between Customer Experience and Video,” provides some serious insight on what consumers want in their online and video experience.
Customer experience and the demand for choice
We found that over half of consumers want to be able to choose content that is relevant to them, and nearly two-thirds of those surveyed would spend more time watching online video if they could interact with it on a personal level.
Rapt Media recently teamed up with Forrester Research in an hour-long webinar, “Reach, Engage, and Convert with Interactive Video,” to discuss how big brands can build better relationships with customers through valuable video content.
Instead of just posting the presentation on Slideshare (okay, we did that, too), we created an interactive video version – giving viewers the ability to select the content that interests them most.
The beauty of interactive video is that it allows you to navigate to the content you find most valuable. We think the whole thing is worth watching, but that’s for you to decide!
In this interactive webinar, you’ll learn:
- How interactive video drives awareness and action
- How interactive video outperforms traditional video
- How to seamlessly integrate video on mobile
- Strategies for nonlinear storytelling
- How Philips used interactive video to learn about millennials
What does it mean to be an early adopter? Sure, one could equate the term with someone who camps outside an Apple Store to be one of the first to snag the newest iPhone (yes, that’s a little extreme). But what is it really like to be an early adopter of a technology at a larger scale – say an agency or business deciding to use a groundbreaking new piece of software, for example?
To find out first-hand what it’s like to be an early tech adopter, we spoke to digital marketing and social media agency Room 214, whom you may remember from our interactive video series’ most recent episode, “The Pros and Cons of Hiring Outside Agencies.”
Clients are constantly looking to their agencies to find out what’s new and what’s next. Room 214 is back in our latest installment to give you an inside peek into how they tackle some of the challenges associated with being an early adopter of new technologies, such as interactive video.
We know making the switch from traditional video to interactive video requires a change in thinking. Linear video has the traditional beginning, middle, and end to plan for; but with interactive video, there are numerous paths a user can take, including the “if this then that” approach. Planning your interactive video is more like designing a website which requires coaching for those new to the space.
With multiple branching video structures available to tell your narrative, where do you even begin? To make things easier for those new to the next wave of storytelling, we created an interactive video to explain the most popular interactive video branching structures.