Adobe's new interactive shoppable video experience

Adobe claims video content is set for an ecommerce revolution with its new shoppable video experience

View all images

By 2019, video is set to command an estimated of 80 per cent of all Internet traffic. To leverage this proliferation of video consumption, Adobe is integrating a new shoppable video platform in a bid to enhance the next generation in digital consumer interaction.

Speaking at the Adobe Symposium in Sydney, senior director of strategy and product marketing, Loni Stark, said that while 90 per cent of purchases in Australia happen in person, 40 per cent is influenced by digital. The impact of video on purchasing behaviour is particularly prevalent in millennial shoppers, with one in three millennial consumers watching video tutorials before actually making a purchase, she claimed.

“With the younger generations, video is becoming a critical part of their online and digital content consumption,” she said. “There’s a real opportunity, whether it is pure online commerce or brick-and-mortar shops, to deliver great digital experiences.”

With brands spending a lot of money on this area in the last few years, Stark’s team were asked to find more ways to gain more value from video content within its Experience Manager platform. Experience Manager allows brands to manage all digital experiences, including video, website, mobile app and digital asset, customer community and document management. It is part of Adobe’s wider Marketing Cloud stack.

Shoppable interactive videos are a cloud-based capability within Experience Manager that allows non-technical people to add a layer of interactivity to new and existing video content. This functionality allows purchasers to link directly from video content to product information tab and purchase that item.

The new functionality is another example of the increased integration Adobe is seeking to provide between its Marketing Cloud suite and its Creative Cloud offering.

“Not only do we store and deliver marketing videos, we also allow for production and optimisation,” Stark explained. “A lot of videos are created in the Creative Cloud; they’re stored and managed in terms of metadata, and collaboration for video review and approval. We also support the delivery of them through responsive mobile devices.”

According to Stark, Adobe is already working with several retailers to add interactivity to their websites to boost conversion and cross-sell opportunities. The shoppable video experience has also gained interest from the financial services industry, home improvements and electronics sectors, as well travel and hospitality.

“The difference between shoppable video and just providing a link is that it doesn’t disturb the video viewing experience as you get this overlay with this information,” she added.

Adobe recently conducted a study with 50 businesses in order to improve the usability of what is out on the market in comparison to what the new platform is delivering. The study found respondents preferred an interactive ‘scroll’ rather than ‘hotspots’ directly on the video image content that changes as the image is playing.

“The fact is people are just more used to watching video now,” Stark continued. “It’s more exciting and more engaging. So whether you’re binge watching your favourite show or you’re watching something from a brand, it is that trained idea of watching something just that more exciting. Why watch just a static image, when you can watch something so dynamic. And that’s what is driving this need towards interactive video.”

The new shoppable video platform will be available from August.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in