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Sunday, June 15, 2008
What makes a winning video on a retail website from JupiterResearch

Proliferation of Video
  • In 1997, 9% of TV viewers also watched full length TV episodes online
  • Users view over 4 billion online videos monthly on Google video sites alone
  • 95% of internet households are broadband enabled
  • 2008 presidential campaign - debates, campaign ads and user-generated videos
  • Convergence between entertainment and shopping experience
  • Customers seek engaging and interactive online experiences
  • Brands have video assets and new channels
  • Video provides a more expressive medium for branding
You want your video to accomplish a goal. Create brand awareness, entertain and enhance your brand, support the purchase decision, and merchandise in an experimental or more dynamic way.

Online video is social and fills a customer need or want. They get more interaction with the experience. They get same features they use across all websites, in particular social networking sites. You can control the experiences and allow them to activate video vs forcing it on them. More product information - want to experience the product virtually.

Jupiter Research believes that as customers expectations rise, brands have an opportunity to utilize video to reach their business goals while also enhancing the customer experience. Ultimately the measure of success is whether the customer's experience improved because of video.

***Special Note From Shawna***

Let me give you a real life example of well videos work. GREAT experiment.

I went to Amazon one day and found a book about boys. More specifically different things that you could do with boys. Since we have 5 children and 3 are boys, the book stood out. The description was ok. Well, you read:

Equal parts droll and gorgeous nostalgia book and heartfelt plea for a renewed sense of adventure in the lives of boys and men, Conn and Hal Iggulden's The Dangerous Book for Boys became a mammoth bestseller in the United Kingdom in 2006. Adapted, in moderation, for American customs in this edition (cricket is gone, rugby remains; conkers are out, Navajo Code Talkers in), The Dangerous Book is a guide book for dads as well as their sons, as a reminder of lore and technique that have not yet been completely lost to the digital age. Recall the adventures of Scott of the Antarctic and the Battle of the Somme, relearn how to palm a coin, tan a skin, and, most charmingly, wrap a package in brown paper and string. The book's ambitions are both modest and winningly optimistic: you get the sense that by learning how to place a splint or write in invisible ink, a boy might be prepared for anything, even girls (which warrant a small but wise chapter of their own).

Kind of boring right? Now watch the video!!

Makes you wanna buy the book right? I did!


by: Shawna Seigel



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