STOP, SHOP, ENGAGEThe Retail Playbook for Boosting

Holiday Sales with ROI-Driving Video

Nearly 60%* of consumers claim they want real-time promotions and offers. That’s right, audiences are demanding more as they move beyond passive media consumption habits; clickable, touchable, personalized, in-the-moment experiences are not just desired, they are expected.

As we look towards the onslaught of holiday promotions, offers, and deals—Black Friday this, Cyber Monday that—its time to think about how your brand is really going to stand out and win the hard-earned disposable income of audiences.

Perhaps there is no better time than now to combine the power of TV with the interactivity of digital, and use interactive and personalized video to:

1. Increase Sales With Shoppable Video

2. Earn Higher Conversion Rates With Ecommerce-Driven Video

3. Drive Local Offers Or Brick-And-Mortar Store Sales

4. Increase Average Order Values With Product-Driven Video

5. Boost Brand Engagement And Awareness With Social, Contests, & Sponsored Content

* Accenture - http://newsroom.accenture.com/news/us-consumers-want-more-personalized-retail-experience-and-control-over-personal-information-accenture-survey-shows.htm

Nearly 60% of

consumers claim

they want real-time

promotions and offers.

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THE HOLIDAY SHOPPING SEASON: IT’S TIME

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Games, quizzes, sweepstakes, additional videos—you name it— can all be added to a single pre-roll ad to give users new things to do, all from within the same video ad unit.

ENGAGING

Video is such a special medium, encompassing the big three sensory drivers of audience engagement: sight, sound and motion. But as the digital-driven consumer takes over, a fourth component becomes a necessity: interaction.

The ability to progress video to this level means not just creating the best content, but

What does this new, advanced video look like?

layering in additional interactive content and experiences in real-time to invite the user to join in. In short, a traditional pre-roll video (the assets you’ve already paid your creative agency for!) is re-imagined with interactive, clickable content, giving consumers new and additional points of engagement.

This experience can offer simple, useful information like additional videos, coupons or store locators. It can also be more complex, essentially bringing a microsite experience within the video and targeting information based on unique attributes.

MEET THE RETAILER’S NEW BEST FRIENDSIGHT, SOUND, MOTION, AND INTERACTION: DIGITAL ADVERTISING FOR THE VIDEO AGE

There’s only so much a single video spot can convey about a product. With interactive overlays such as 360-degree product views, product features, and product usage information, a single ad can turn into a deeply immersive experience.

Real-time content from Twitter, Facebook, Instagram and more can be infused in your videos, while also allowing fans to connect and follow without ever leaving the unit.

A formerly passive video can now drive offline behaviors, including news of special offers at nearby locations, or exclusive coupons, encouraging consumers to go to an actual store.

Relevant video content = a happy customer. In-ad content relating to brand data such as browsing history, geographic location, demographics and known shopping and purchase behaviors can really transform the unit.

INFORMATIONAL LOCALPERSONAL SOCIAL

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INCREASE SALES WITH SHOPPABLE VIDEO A video can instantly become a direct path to purchase: a hotbed of shopping opportunities, essentially bringing the online shopping experience to the ad itself.

Z ZEGNA RESULTSThe interactive element provides

audiences with instant access to learn more about Z Zegna’s

collection and shop their favorites from the video.

VERY RESULTSVery’s interactive ad allowed users to

browse and add featured clothing items to their carts, providing a seamless

shopping experience.EBAY RESULTS

The interactive holiday shopping experience in this ad yielded increased awareness and

engagement that surpass industry benchmarks.

HOTSPOTS & HOT DEALSGive more product details and a chance to buy right then and there with in-unit

shop buttons.

ADD TO CART Let audiences shop for

items shown in your video, so they never

miss a beat.

BUY NOW BUTTONS

Provide a direct option to buy

a product from your video ad,

streamlining the path to purchase.

KEEP THEM ENTERTAINED

Showcase your products and

keep audiences entertained

with a game within your video.

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EARN HIGHER CONVERSION RATES WITH ECOMMERCE-DRIVEN VIDEOMore conversions usually lead to more sales, not to mention more data about your shoppers. Simplify the path-to-purchase with interactive video and give your

ecommerce advertising efforts a welcome makeover.

SIMPLE RESULTSThis ad took audiences from

discovery to purchase with a product recommender quiz and a “buy now” button, condensing the consumer journey into one interactive video

experience.

MACY’S RESULTS

This video showcased Macy’s holiday sale season and allowed audiences to click to buy the

items they wanted while providing additional offer codes, exclusive to video viewers.

JC PENNY RESULTS This ad presented a “spot the difference”

poll with a shop now feature, resulting in 25 additional seconds spent within

the ad and awareness and engagement rates that surpass industry benchmarks.

INSTANT INSPIRATION

Give audiences instant

gratification by letting

them shop directly from

your video.

DEALS, DEALS, DEALS

Keep consumers happy with coupons

and direct links to deals. BUY IT NOW

Keep shopping simple

by allowing audiences to

purchase directly from

Amazon in your video.

KEEP THEM INFORMED

Let audiences subscribe to your news

so they always know about your latest

and greatest deals and events.

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DRIVE LOCAL OFFERS OR BRICK-AND-MORTAR STORE SALES65%* of consumers still prefer to purchase an item in a nearby store, and especially when it comes to holiday shopping, there’s nothing like experiencing a product up close and personal (along with

500 of your fellow shoppers!). Online video can be used to drive online to offline sales with geo-specific offers or store locators.

MACY’S RESULTS This ad ensured that the most relevant message was being

delivered to the right viewer based on their location.

HOME DEPOT RESULTS

The retailer connected viewers with local deals and special offers, helped them find their

nearest location, and even shared a local schedule for home-repair workshops, resulting in

higher awareness rates over 44% higher than industry benchmarks and 38 seconds of time

earned.

MANGO RESULTSThis interactive ad gave audiences some local flavor and yielded an additional 27

seconds of time spent within the ad.

GEO-TARGETED PRODUCT

RECOMMENDATIONS

Show relevant products based

on viewer’s current location and

weather conditions.STORE LOCATOR

A quick input of a zip code

or city lets users find their

nearest locations.

* http://www.timetrade.com/system/files/surveys/State_of_Retail_Report_Final_June15.pdf

LOCAL EVENTS

Highlight local area events

relevant to the viewer’s

market.

SPECIAL DEALS

Get consumer’s attention with local deals.

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INCREASE AVERAGE ORDER VALUES WITH PRODUCT-DRIVEN VIDEOThere’s no better time like the holidays to ensure that as much merchandise as possible is being added to the basket. Often, holiday shoppers who are in the gift-giving mood are looking

for inspiration—and recommending similar or complementary products before they get to the point of sale will often result in a bigger basket.

BEST BUY RESULTS

Audiences were able to explore products and gifts that were most interesting and relevant to

them and seamlessly complete purchases with a “Shop Now” option.

LOWE’S RESULTS This ad provided membership perks and details to audiences and gained

an additional 65 seconds of time that consumers spent within the ad.

DOWNLOAD THE APP

Make it easy for consumers

to engage with your brand

to get personalized product

suggestions with links to

apps and social pages.

KMART RESULTSThis holiday ad served as a valuable gift

guide for audiences and kept them engaged in the video for an additional 24 seconds.

GIFT FINDER

Help audiences during the

holidays with gift ideas for

the special people in their

lives.

THE MORE DEALS THE BETTER

Let users know the exact specs

of the gifts they’re after, without

ever leaving the unit.

INTEGRATE BROWSING DATA

Promote products based on what

users are actually looking for.

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BOOST BRAND ENGAGEMENT AND AWARENESS WITH SOCIAL, CONTESTS, & SPONSORED CONTENT

Real-time marketing through social media invites audiences into the conversation and makes brands more relevant. So why not turn formerly passive video into community-driven experiences that build brand followers, encourage brand engagement, and activate would-be shoppers. Staying top of mind = more likely to beat your holiday revenue goals.

MACY’S RESULTS

The interactive elements earned Macy’s

more engagement and activity rates with

their users.

NERF RESULTS Nerf’s interactive ad resulted in

increased engagement rates over 341% higher than industry benchmarks as well as an awareness rate that surpassed by

over 100%. OFFICE DEPOT RESULTSOffice Depot’s sponsored CNBC’s The Profit by providing office materials to contestants

and the interactive elements of their content resulted in 63 seconds of time earned and an engagement rate 11% higher than industry benchmarks.

REAL-TIME FOLLOWING

Include a live Twitter feed

and links to your social

pages to invite immediate,

engaging experiences.

A CLEAN SWEEP

Let consumers enter to

win your products to foster

positive brand experiences.

SUPPORT & SPONSOR Show your products in action through

sponsored content.

THE NEW METRICSA clearer picture of your audience.

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ACTIVITY RATENow you can understand all the behavior a user is taking within a single advanced video unit. The more content, the more activity, and the more activity, the more brand love your spot is getting!

We keep saying that besides giving your audience experiences they desire, advanced video can offer you, dear marketer, something that traditional TV ads cannot: the gift of more data. This data actually tells you something about your target consumer’s desire to buy, engage, and share your brand.

TIME EARNEDAd buys are expensive. So imagine if you could get a 60-second spot for the price of 30 seconds. With advanced video, viewers spend an average of 34 additional seconds with the video content.

VIEWABILITYWhile TV gives us “reach”, digital video lets us know if our ads are even in viewing distance. Also known as the number of impressions that are actually seen by users (as opposed to an ad running but users would have to scroll down to actually see it).

ENGAGEMENT RATEMousing over, clicking on or within the ad? Yep, that’s something that traditional TV, cannot and will not ever do. The best part is, with advanced advertising, you can define what you want as “engagement” based on your campaign goals and KPIs.

AWARENESSKnow if real people are paying attention to your ad by tracking basic device gestures. With advanced video ads, measurable viewer awareness rises by nearly 200%.

info@innovid.com innovid.com

Contact us to help improve your holiday goals through engaging, interactive video experiences.

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SO WHAT ARE YOU WAITING FOR?Advanced video advertising invites your shoppers into the holiday experience while making direct ROI connections to your seasonal goals. Not to mention, it extends the lifespan of your campaigns, making it a cost-effective way to maximize the value of all your branded content—beyond video.

But it’s never too late. Transforming your already-conceived holiday offers into interactive, shoppable video can be achieved in a matter of days. What have you got to lose, besides revenue?