Source: http://adage.com/article/digital/youtube-helps-retailers-embrace-shoppable-video/238282/
For retailers looking to turn video views into direct sales, Google's YouTube is making its content “shoppable”. This new YouTube technology is currently in beta but that hasn't stopped some brands like Juicy Couture and Asos from using it. Currently, YouTube is offering the technology up for free, but are benefiting from the sale of ads on YouTube to promote the shoppable videos.
Juicy Couture has been one of the first retailers to use this new technology. The new Juicy video alerts viewers to items for purchase by showing a muted box over the item. When one clicks on a box, the video pauses, and a new tab opens to the shopping page. Upon watching the video, I was very impressed with this new format which enabled me to interact with the video; however, this constant pausing of the video was pretty frustrating and consequently made me want to click on fewer items. To complement the shoppable video, Juicy is doing a social-media promotion using the hashtag #GiveMeWhatIWant, as well as in-stream ads for the video. The brand's digital and social-media budget is up 35% y-o-y.
See link for video: http://www.youtube.com/watch?v=JBEX_uXFMn8&feature=player_embedded
This new technology makes YouTube videos more actionable and takes advantage of that one single moment where you have your consumer’s undivided attention. “According to YouTube, four in ten shoppers visited a store in person or online as a direct result of watching a video. In addition, 34% of apparel shoppers said they were more likely to make a purchase after viewing an online video.” It will be extremely interesting to follow this new technology and what retailers will be doing with it during the upcoming holiday season.
No comments:
Post a Comment