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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in