Measuring the effectiveness of a campaign is a critical step for any successful marketing initiative. Marketers are under increasing pressure to show ROI on their marketing spend, and we often get asked the question of how do you measure success with interactive video. One of the strongest and most useful features that sets Rapt Media’s interactive video technology apart is the ability to capture rich data that goes beyond the standard metrics such as reach and views.
To explain the different types of data marketers can leverage from interactive video, we turned to Rapt Media CEO and co-founder Erika Trautman. And what better way to deliver this information than through interactive video?
In this video on how to measure success with interactive video, you’ll learn:
- The best types of data that can be leveraged for brand experiences, lead generation, recruitment, education, and entertainment
- Real-world examples and results for each use case
- The kinds of audience insights this data can provide
- The metrics that are available to marketers via the Rapt Media platform
Measuring for brand experiences
In the relationship era of marketing, it’s more important than ever for brands to create meaningful and memorable experiences for consumers that are personalized and accessible across all devices. In addition to providing the standard reach metrics, interactive video also delivers viewer engagement data based on which paths were chosen. This can lead to critical insights into consumer attitudes, preferences, or behaviors.
A successful example of this is Philips’ “Designed to Play” campaign. As part of a concerted effort to reach a young, tech-savvy audience on mobile devices, “Designed to Play” allows men to explore the shaving style possibilities afforded by the Philips Click & Style electric razor by immersing them in an entertaining, playful, interactive video experience that they can access on mobile devices.
Measuring for lead generation
In today’s cluttered marketplace, driving sales-qualified leads can be challenging. Interactive video allows prospects to receive a more personalized experience with only the information that is most relevant to them. This allows marketers to capture more meaningful customer insights based on the content leads choose to watch, resulting in an increase in better quality leads.
InContact’s Workforce-Intelligence Contact Center campaign is a great example of using interactive video for lead gen. InContact used interactive video to learn more about individual buyers and position the right product to them. Read more about inContact here.
Measuring for recruitment
There’s a wealth of good talent out there, but sorting through it all can be a challenge when looking to minimize costs and time spent. Interactive video can provide data on how potential recruits are interacting with your content, leading to insights about what is most important to them and how they perceive the company.
To appeal to younger talent, Deloitte successfully used interactive video to create a game-like experience illustrating a day-in-the-life of a Deloitte employee. This led to a 300 percent increase in engagement and an average of over four minutes spent with the content.
Measuring for education/training
Whether it’s for internal employee trainings or external-facing product or service trainings, creating memorable experiences is critical for educational purposes. Interactive video provides an ideal solution to this with data to match. For customer training, marketers can gather valuable insights on interests and points that need the most reinforcement. For employee training, it becomes easy to track what pieces of content employees have learned and what needs more review.
The Learning Care Group used interactive video to educate its employees on the Affordable Care Act with content tailored to individual employee circumstances. This enabled the company to address each of its 17,000 employees with a single video without forcing them to watch information that was irrelevant to them. Moreover, the Learning Care Group was able to integrate the video with its HR system on the backend to track compliance.
Measuring for entertainment
Creative, compelling storytelling lies at the heart of the most effective ad campaigns. Interactive video opens up a world of possibilities where viewers become active participants in the story, generating useful data in the process. Reach, engagement, and sharing are some of the most essential measures of success for this type of video. Since Rapt Media’s platform is compatible with mobile devices, reach can be broken down and measured for each type of device. This tends to be useful when targeting millennials, who spend a significant amount of time on mobile devices.
Warner Bros. used interactive video to create an experience for the feature film “Focus,” in which Will Smith plays a con man. Viewers must choose a character to con and then, through a series of choices, will either be successful or fail at pulling off the job. Notably, the average viewer spent eight minutes with the content and played it multiple times.
Getting started with interactive video metrics
There are many uses for interactive video, and Rapt Media’s platform can provide rich data for each of them. Explore the interactive video now to learn what’s possible, or contact us to get started with your own interactive video.