It always make us quite pleased when the media singles out our best-and-brightest to learn about dynamic changes in our business. In this case, Leo Montes de Oca, director of the interactive video department here at SGW Integrated Marketing Communications, was interviewed by Jennifer D. Meacham of practicalcommerce.com on the subject the growing role video is playing on the Internet.
According to a new study conducted by PermissionTV for the Center for Media Research with a base of 400 senior-level decision makers, the main conclusion was that online video has become the top priority for digital marketing budgets. One of the organizers of the study went so far as to predict that online video will play an increasingly critical role in all interactive campaigns.
“It’s taken a long time for eCommerce companies to realize its potential, but it’s finally starting to happen,” said Montes de Oca. “What is causing the online video boom is not only the ability to be cost-effective, but of greater importance is the trend toward making videos more interactive, or as we like to say more 'user-engaged.'” He asserts that in the past, use of video was basically a passive experience where the viewer sat there and just watched the screen. Now, with the additional use of rich media and Flash technology, the viewer will be able to look at a video, click on the product and see a “turn around graphic” allowing the user to see the product from all possible angles. This kind of “virtual reality approach” is just one way that videos can be made to be more interactive and enhanced in the process. Similarly, videos can be “attached” to main videos, PDFs can be clicked on via the video, etc.
Mr. Montes de Oca added that “Time is at a premium right now. Anything that online videos can do to make the buying process shorter such as “examining a product online” is just another way in which we will be able to keep up with this face-paced world.”
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