Thursday 19 June 2014

IHS, Zentrick Partner for interactive video market research

With 81 per cent of brands already integrating online video production into their marketing strategies and video budgets expected to increase in the next year, interactive video specialist Zentrick has partnered with IHS, the global source of information and insight, to create the first ever global research into the evolution of this growing sector; interactive video.
Pairing Zentrick’s usage data and campaign intelligence together with IHS’s own industry data and insight, they will conduct a definitive analysis report that will not only quantify the size and value of the market, but also identify growth factors, future opportunities and potential challenges. The resulting White Paper, scheduled for completion in autumn 2014, will be the first of its kind.

With 80 per cent of Internet users able to recall watching a video ad on a website they visited in the past month and 46 per cent of that figure taking some action after viewing the ad, video is clearly an effective communication channel for brands. The evolution of this medium from delivering content to consumers as passive observers to offering opportunities to control what is seen, when it’s seen and how it is experienced, is taking engagement to new levels. The integration of interactive elements within branded online video such as social media feeds, e-Commerce functions or data capture fields are achieving unparalleled, but as yet undefined, levels of audience participation for businesses.
“While comments, likes and links create a certain level of engagement, those activities are not part of the narrative. Residing outside of the viewing experience, they often fail to truly capture the viewer’s attention,” commented Zentrick CEO and co-Founder Pieter Mees. “While today’s audiences are more sophisticated in their approaches to content consumption, they also have far shorter attention spans. Content therefore needs to focus on nonlinear stories that succeed in standing out in a cluttered marketplace, continually refocussing the user’s attention and holding their interest. It is not enough for storytellers to create content they hope will be shared, it needs to be more actively engaging. We see interactive video as achieving that new level of engagement and hope to be able to bring more clarity to the opportunity for brands and marketers worldwide with this IHS research partnership.”
“The global video advertising market now exceeds $8.5 billion in revenue,” advised Daniel Knapp, Director of Advertising Research at IHS. “Yet although the market continues to grow, it does not live up to its full potential. Largely adapted from the linear world of television, online video advertising formats have not fully adjusted to new forms of media consumption and content interaction in a digital environment. We want to provide a basis for innovation and investment by sizing the interactive video opportunity and provide a compass to the sector with Zentrick.”
Source: http://cablequest.org/news/international-news/item/5254-ihs,-zentrick-partner-for-interactive-video-market-research.html
Source: http://cablequest.org/news/international-news/item/5254-ihs,-zentrick-partner-for-interactive-video-market-research.html

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