Arizona State University Measures Success with Interactive Video

ASU Interactive Video ExperimentArizona State University recently ran an experiment using HapYak Interactive Video to measure student engagement in a hybrid eLearning course comparing interactive, in-video questions to traditional quizzing methods. The results were overwhelming, showing increased student-reported engagement and satisfaction in every category. Read below for more details.

THE EXPERIMENT

In the experiment, the students watched a number of videos - a common practice in many online courses. They compared traditional online quizzes, taken after the students had watched the entire video, with HapYak on-video (embedded) quizzes, in which the questions popped up periodically throughout the video.

Here's their summary of the course and the test: "Sustainability Science for Teachers is a newly developed hybrid course at Arizona State University that was crafted by an interdisciplinary team of researchers, developers, designers, educators, and content experts. It incorporates the use of high level video content with engaging homework assignments to build students’ sustainability literacy capacity. The use of a video annotation software called HapYak was deployed in an alpha test during the 2013 summer."

Below is a snapshot of their results.

THE RESULTS

We have summarized some of the results below. In every category measured, HapYak on-video quizzes are preferred.

To what extent did the quizzing method achieve the following?

Helped to maintain your interest.

Traditional quizHapYak on-video quiz

Quite a bit: 27.27%
Some: 43.18%
Very Little: 25.00%
Not at All: 4.55%
Quite a bit: 70.45%
Some: 27.27%
Very Little: 2.27%
Not at All: 0%

Helped to keep you on track while watching the video.

Traditional quizHapYak on-video quiz

Quite a bit: 52.27%
Some: 22.73%
Very Little: 22.73%
Not at All: 2.27%
Quite a bit: 77.27%
Some: 22.73%
Very Little: 0%
Not at All: 0%

Helped you monitor your own understanding.

Traditional quizHapYak on-video quiz

Quite a bit: 50.00%
Some: 38.64%
Very Little: 11.36%
Not at All: 0%
Quite a bit: 65.91%
Some: 34.09%
Very Little: 0%
Not at All: 0%

Helped you to focus on the information that was being presented.

Traditional quizHapYak on-video quiz

Quite a bit: 45.45%
Some: 36.36%
Very Little: 18.18%
Not at All: 0%
Quite a bit: 68.18%
Some: 31.82%
Very Little: 0%
Not at All: 0%

COMMENTARY

From our research we have found that our ASU students prefer the HapYak embedded quizzes. The assessment is formative and our students enjoyed that over the summative traditional quizzes we experimented with. The feedback was very positive from our students. Our students reported that the embedded quizzes help them to stay on task with the videos, helped them pay attention to the videos more closely, and it helped to focus their attention. -Leanna Archambault, Ph.D. & Annie Warren, Arizona State University

Here are a few student quotes that we loved hearing...

It forces me to play close attention to the video and keeps my interest. - ASU Student

The embedded questions force you to pay attention to the video because they make you more accountable in real time. They reduce skimming as well, making sure that students watch the entirety of the video. This format is helpful in keeping my attention and also in lowering the anxiety I feel in anticipation of a quiz. - ASU Student

 


Get Up and Running Quickly with HapYak Academy

We’ve all been there, learning how to use a new product can come off as a daunting task. Reading documentation, contacting support, and tearing your hair out trying to figure out how you’re going to accomplish the project you’ve been tasked with can leave you searching for answers.

That’s why we’re proud to announce our new HapYak Academy, a quick and easy way to learn how to create interactive videos at scale with our new video based tutorial series. We’ll teach you everything from how HapYak works to using our style builder to match your companies branding with our interactive annotations.

After you finish with the HapYak Academy, head on over to our Knowledge Base to get fast answers and even learn how to create custom interactive functionality and advanced styling.

Not finding what you’re looking for? No problem, send us an email at support@hapyak.com or use our live chat in the portal by clicking this icon:

intercom-icon

At HapYak we believe that all videos should be interactive, changing video from a monologue to a dialog. Head on over to our Academy today to learn how to give your videos a dialog.

Don’t have an account yet? No worries, click here to sign up for our free trial.


Webcast: Interactive Mobile Video and iOS 10

We recently wrapped our most successful Webcast - "Mobile Interactive Video". How's that for a combination of marketing buzzwords? As expected, it was popular, but we did not expect how much so. This webcast quadrupled our average attendance.

You can watch the on-demand webcast here. And you can download the full-res slides here.

The inciting event for this webcast was a seemingly small change, buried in the release notes for the upcoming iOS 10 release. We believe this change will have a profound effect for how you and we and really everyone experiences video on their phones.

The change reads, "When the webkit-playsinline property is specified, Safari on iPhone allows videos to play inline." This means that any clickable overlays added to the video - including HapYak's - will soon begin to work on iPhone! And this opens the door to a new world of mobile interactive video experiences.

OK. So let's take a a look at three key slides from the presentation to see why this is such big news.

MOBILE INTERACTIVE  VIDEO EMERGES WITH iOS 10

In a nutshell, because iOS 10 will play videos "inline" in Safari, there will soon be video-based app-like experiences without the need for an app install.

We have had a chance to play with the new iOS 10 beta and create a handful to examples. I've included full-res screen recordings of the examples below. These are early days but we're hopeful this webcast and these slides awill help us all start thinking creatively about the new mobile interactive video world coming our way.

p.s. We're loving the webcasts we've been doing recently. It gives us a chance to share inside knowledge that we talk about around the knowledge anyway and has been particularly valuable for the interactive Q&A we do during the latter half each time. If there's a topic you'd like to cover in an upcoming webinar, let us know at support@hapyak.com


HapYak Interactivity Enhances Brightcove Video Marketing Academy

Brightcove Video Marketing Academy just got even better with HapYak!

The Brightcove Video Marketing Academy is a one-of-a-kind resource for understanding the trends and techniques that are leading to great marketing results and ROI.

With the addition of HapYak analytics and interactivity, Academy videos will become rich, deeply-linked resources so you can quickly skip to the part you want to see, share key moments, and provide feedback to Brightcove about what's important to you.

The Brightcove Video Marketing Academy’s implementation of HapYak further enriches your learning experience so that you can more quickly become a video marketing wiz. At the same time, on the analytics side, HapYak provides deeper insights into exactly what makes each video engaging and how to constantly improve the experience.

We're excited about our relationship with Brightcove and being able to provide our platform, best practices and results to Brightcove and all of their customers!


Calculating Interactive Video ROI

Today, Brightcove and Demand Metric released a first-of-its kind Interactive Video Benchmarking Study. It’s filled with helpful, actionable research and reveals one surprising misconception - while marketing professionals report amazingly high levels of effectiveness and satisfaction with Interactive video, they curiously struggle to answer this simple question:

WHAT IS THE ROI OF INTERACTIVE VIDEO?

The answer actually is quite simple. And we’ll show you how to calculate interactive video ROI using specific examples from our customers.

First, let’s summarize the key findings.

KEY FINDINGS

  1. Interactive video is mainstream. 32% have begun to use the technology.
  2. It’s owned by Creative Marketers. 60% are Marketing, Creative or Content Mgrs / Execs.
  3. The average annual spend is $30k - $40k annually.

And buried inside the report is the final, and we think most important, key finding:

  1. The more you use Interactive Video, the more you find applications and benefits for it. Look at page 21 of the report. 68% of people who use interactive video see the importance as growing. 2% see it as shrinking. That’s rare for a new technology.

THE MEASUREMENT PROBLEM

OK. So people use it. They love it. They want more.
There are clear benefits and activities.

So calculating the ROI should be easy, right?

Here we reach the measurement problem. Right now, what stats do you normally track for your videos? Number of views? Average view time?

These are nearly useless when using video for marketing and determining ROI.

This lack of measurement and accountability has been the core frustration that our customers voice over and over again. Flint McLaughlin, CEO of MECLABS said it best, “I’ve had a vision of the HapYak interactive video platform for 20 years. I’ve been looking for something that lets video transcend its own limitations."

Calculating Interactive Video ROI

At HapYak, we notice a different focus on video analytics from our customers. They treat video like the rest of the web. They,

  • track click-through-rate (CTR) from a video to a landing page
  • track submission rate of in-video polls and surveys
  • track the true engagement of individual leads and prospects (including dwell times, skips and rewatches of specific sections)
  • track direct answers to questions (at a user and audience level)
  • track viewer navigation rate to specific sections of the video (“Oh, interesting. This prospect watched the benefits and pricing section of the video twice.”)

That’s the power of the medium of interactive video. Behind each interaction is a data point and each data point feeds a system of intelligence that lets you track leads, prospects and customers like never before and calculate its ROI.

PLANNED APPLICATIONS OF INTERACTIVE VIDEO

The report identifies the top four current or planned activities of Interactive Video which are all fundamental to one’s sales and marketing strategy.

MECLABS: MIDDLE-OF-THE-FUNNEL V

MECLABS develops real-world research to help businesses get better use out of sales and marketing technology and resources, including Internet marketing, website optimization, and lead generation and nurturing. Their research has been cited in 13,000 sources including The Economist and Harvard Business School.

Four years ago they focused on disseminating their research through the medium of video. They built a studio. They hired video professionals. But something was missing: A way to track their success.

Luke Thorpe, Senior Manager Multimedia Production put it plainly. “We knew in our core that video was effective but we had no way to prove it.”

So they decided to create interactive videos with in-video surveys and focus on Submission Rates of those questions as the core metric for their video success.

In video quiz example

MECLABS has developed very clever ways to subtly introduce these surveys into their videos. And then they use the specific answers to nurture leads through marketing automation.

Because they have a wealth of data to value a qualified lead by, they can finally connect the activity of a video viewer to established marketing metrics. Goodbye views. Hello leads.

And according to Luke the uses of interactive video are expanding across the business. “Marketing, sales and training will all be using it.”

Bottom-of-the-Funnel Video

MECLABS is a clear example of a trend revealed in the Demand Metric report.

When you look at the benefits of Interactive Video, the more they use the technology, the more the benefits are focused further down the funnel.

Interactive Video Benefits Infographic

And of course, the further you go down the funnel, the easier it is to quantify the success. What’s the value of qualified lead to you? A demo with your sales team? A new customer?

As Flint McGlaughlin laid out in his vision, Interactive video is an enabling technology - allowing video to transcend its own limitations and produce direct quantifiable business results.

Calculating Interactive Video ROI

So let’s bring it back to you. How can you calculate the ROI of your Interactive Video rollout?

At HapYak we serve more interactive video than anyone but YouTube - with 425 million interactive video data points tracked this year alone.

We’ve begun to dig into this data and reveal simple benchmarks you can use to estimate and calculate ROI. These initial Benchmarks are taken from 13 million interactive video views.

Benchmarks Interactive Video Infographic

We use these benchmarks internally to estimate the number of leads and qualified leads we’ll generate per 1000 views.

1000 views * 62% Submission Rate * 5.5 Qualified Leads per 100 Submissions = 34 Qualified Leads.

These Qualified Leads activate the sales cycle. We alert the inside sales team when leads have indicated strong interest from the video and push these qualified leads into our CRM, Salesforce.

Properly integrating this technique with Marketing Automation and Email Marketing systems results in a steady stream of qualified leads for a predictable price.

It’s important to note that these are early days when it comes to interactive video benchmarks. Specific CTR, Submission and Navigation Rates will emerge for each type of video - top, middle and bottom of the funnel.

We’ll be refining our benchmarks with this in mind and will be sharing these values publicly to help us all determine the ROI of interactive video.


GetSmarter Creates 80 Interactive Videos in 80 Days with HapYak

Learn how GetSmarter created 80 interactive videos in 80 days using an easy, repeatable process.

Creating an on-screen chapter menu in each of their videos, GetSmarter was able to better engage the viewer and reach a desired learning outcome. As you'll see in the video, adding chapters has a dual benefit, one for the learner and one for the instructor. Download the 1-page case study here!

The solution is to give control back to the viewer. With an on-screen chapter menu the learner can:

  • Scan the material
  • Skip the parts they already understand
  • Review the parts they need to focus on
  • Control their own experience

Using reports about these interactions the instructor, for the first time, can:

  • Better prepare for the following teaching session
  • Learn how the class is learning the material
  • Focus on areas of difficulty
  • Be better prepared

If you want to make your teaching videos more effective but don't know where to start, an on-screen chapter menu is the answer. Sign-up for HapYak and see how easy it is to get started. Try it out!

"HapYak has transformed the way we approach our educational videos. Interactive elements such as quiz questions, links and chapters have added value to our videos and made them significantly more dynamic, which has in turn boosted learner engagement."
Rob Paddock, Chief Academic Officer, GetSmarter


Create On-Screen Chapters From Brightcove Cue Points

HapYak and Brightcove have gotten together to create more interactive video magic. Now you can take all your Cue Points on your Brightcove videos and Presto! Alakazam! turn them into an on-screen chapter menu without any custom coding. Now your viewers can easily navigate to the parts of the video that they care about most.

Here's how to do it.

ADD CUE POINTS TO BRIGHTCOVE VIDEOS

  1. Log in to your Video Cloud account: link
  2. Click on the "Media" folder icon
  3. Select a video from the list
  4. Click the "Edit" button at the bottom of the player
  5. Click the tab labeled "Cue Points" and follow the onscreen
  6. Add Cue Points of type "code" and in the Name field type the name of the Chapter.
  7. Click Add.
  8. Repeat the process for as many Chapters as you wish to add.

Click here for instructions directly from BrightCove!
Interactive Video for Brightcove

COPY THE BRIGHTCOVE VIDEO URL

  1. Select the video you in the left panel.
  2. In the right panel click "Quick Video Publish"
  3. Under "Copy Publishing Code:" select the "URL"
  4. Copy the URL that appears in the text box

Interactive Video for Brightcove

ADD YOUR BRIGHTCOVE VIDEO TO HAPYAK

  1. Log in to HapYak: http://hapyak.com/portal/
  2. Click the "New" button
  3. Paste the URL of the video that you copied from Brightcove
  4. Enter a project title
  5. Click "Submit"

Interactive Video for Brightcove

ADD A TABLE OF CONTENTS TO YOUR VIDEO

  1. Click the "Table of Contents" icon under the video
  2. That's it.
  3. Click the "view landing page" link above the player to see the on-screen chapters. All of your Brightcove cue points are automatically converted to clickable chapters. No coding necessary!

Add Table of Contents toolbar


Appleton Learning's Interactive Videos Teach Kids to Code

TRAINING TEACHERS ON SOFTWARE

What is Scratch, you might ask? Quite simply, Scratch is an incredible free programming language and online community where kids can create their own interactive stories, games, and animations. Developed by the Lifelong Kindergarten group at MIT Media Lab, Scratch's mission is to "help young people learn to think creatively, reason systematically, and work collaboratively — essential skills for life in the 21st century."

With millions of children creating nearly 5 million projects in 40 languages in 150 different countries you could say that Scratch is succeeding in its mission.

Scratch-User-Interface

But teaching kids to code requires the teachers to learn the Scratch software themselves. That's the challenge that the Huntsville, Alabama school district had. And that's where Appleton Learning came in.

"A school district actually approached us to make a training video about how to use this software." notes Nick Wilbourn, Education Specialist at Appleton.

Appleton wanted to make it easy for teachers to gain a mastery of the Scratch software and instruction method. An interactive training video, they thought, could be the best teaching tool for their needs.

Nick Wilbourn

REIMAGINING SOFTWARE TRAINING WITH INTERACTIVE VIDEO

There’s no doubt about it — the best way to learn to code, is to code. Yet most people need a bit of a boost when it comes to learning software like Scratch. Walking them through the first lesson or two is usually just the spark they need to get them off and running.

That's the magic of interactive video. It’s like having a trainer with you in the room, giving you hints, encouragement, and pausing to ensure you understand what you were just taught.

"We did a screen capture of a user actually using Scratch. We intercut that with scenes of the program playing out," says Nick. They then used HapYak for adding quiz questions. "Upon answering the question correctly, they (the viewer) proceeded to the next section of the video." Pop-up bubbles then provided supplementary information to explain technical terms, says Nick.

Creating Interactive Video

INDIVIDUALIZED VIDEO TRAINING REACHES WIDE AUDIENCES

Appleton Learning provides training to just individual teachers or schools, but for large school districts.

We're training a lot of people," says Nick. "When we get a new contract form a school district, 50-100 students is going to be the minimum. And "in-person training goes out the window" when school districts are far away from Appleton's Huntsville, Alabama headquarters.

ONE INTERACTIVE VIDEO INSPIRES MANY MORE

Even though he was using HapYak for the first time, Nick found creating interactive videos to be unique and surprisingly simple. "Its unlike anything I worked with before. Once I spent a few minutes with it I found HapYak to be very simple, very user friendly, and really easy to make edits."

This is inspiring Nick and his Appleton colleagues to expand their interactive videos to paraprofessionals - educators that assist teachers in the classroom, supervise students outside of the classroom, or provide administrative support for teaching.

“We’re doing interactive training videos with multimedia content that will help train paraprofessionals. (We're) showing people how to use software, teaching them best practices for working with students, training them on job essentials."

Appleton has big goals to educate our children, and it’s reflected in employees like Nick who believe in the work that they do.

“I applied to Appleton because I was really drawn to the company’s focus on individualized learning,” as well as their aim to proactively meet the needs of large school districts, he says.

Through the medium of interactive video, Nick and the team at Appleton aim to train those with perhaps the noblest cause in life - educating our children. They aim to get the broad reach that video affords with the personal touch of individualized learning.


Web Video Marketing That Matters

Bill Goldsmith Productions makes video that matters. Their clients - small and medium sized businesses - can now stay “top-of-mind” with their customers through BGP’s innovative use of web video.

Success with Web Video - Bill Goldsmith Productions

Joe Ferry’s client base is specific, but his problem is universal.

Joe is a practicing attorney in Philadelphia. He discovered a niche market for defending home inspectors from meritless claims that homeowners put upon the home inspector.

Home inspectors are rarely sued. But when they are, the damage can be catastrophic. And so their need for a lawyer can arise suddenly and profoundly. What Joe needs is a way to stay “top-of-mind” with home inspectors so when the need arises for a lawyer, “Joe Ferry” is the first name they think of.

Joe Ferry - The Home Inspector Lawyer

Joe Ferry - The Home Inspector Lawyer

That’s where Bill Goldsmith Productions comes in.

Bill created a series of short weekly videos for Joe that educate home inspectors across the country. “We want to establish Joe as the premiere authority, as the 'home inspector attorney.'” notes Bill. “The goal is to create an educational-based weekly message that informs, educates, and entertains.”

GETTING “THE SECOND CLICK."

But, here’s the real issue. When a home inspector watches the first video they need a way of capturing their interest and ensuring they sign up for the weekly video series that gets emailed out to Joe’s mailing list.

Traditionally, this is done with a verbal request to sign up for the mailing list or a call to action somewhere after the video or elsewhere on the web page. Bill was unhappy, as this always left viewers without a way to signal their interest at the precise moment they were most interested.

Then he discovered HapYak.

“It was a magical tool to find. It really was a key to the project going forward. We refer to it in meetings with the client. We depend on it.”

HapYak allowed him to add a call to action that appears on top of the video. This captures each viewer at the moment they are most interested in Joe’s message and encourages them to sign up for Joe’s mailing list.

You can see an example here.

In addition to the main call to action, those who have signed up can quickly skip the intro of the video meant for first-time viewers.

ACTIVATING VIEWERS WITH WEB VIDEO

Home inspectors have come to rely on these educational pieces every week, mentions Bill. “Every Monday at 3 o’clock it arrives, each week.”

“We have record sales coming in in terms of people signing up. They’re now aware of a message that legal defense is part of their tool kit - just like they have their tools with them on a home inspection.”

Web Video Analytics - Bill Goldsmith and Joe Ferry

Web Video Analytics - Bill Goldsmith and Joe Ferry

Bill Goldsmith, Joe Ferry and colleagues reviewing analytics from their web video campaign.

And with a successful formula and a means to track when a home inspector switches from just a viewer to an activated viewer - both Joe and Bill see no end in sight.

“There are 40,000 home inspectors - and 10,000 new inspectors coming into the world every year.”

WEB VIDEO FOR AGENCIES

For Bill, discovering HapYak has led to a complete rethink of how he approaches his business. He has clients all over the country whom he thinks will benefit from web video.

“We think it distinguishes us from all the other videographers by really moving video up to the level of marketing that it should be considered. We’re in initial discussions with two or three clients. It's been so busy we haven’t stopped since November our business is growing.”

Interactive video is the final piece to the puzzle for Bill, allowing him to create video thats compelling and friendly for each business.

“We all want to do work with people we trust,” notes Bill. “I believe that this is fundamental to all business relationships. Video helps deliver the concept of knowing, liking, and trusting an individual as it creates the mind share and heart share that underpins the emotions that are necessary to take the action steps to engage.”

"At the end of the day, the new world of work, and success in the new world economy, is going to boil down to how well we can connect, communicate and collaborate with people. HapYak is a key ingredient in this process.”


Web Video Without Interactivity Is Like a Pharrell Williams Video Without Music

It’s hard not to dance along with Pharrell Williams in his music video, “Happy.” The feel-good song showcases people from all walks of life bopping about to Pharrell’s music and lyrics.

Pharrell Williams Happy

But what’s a music video without music? House of Halo, a Netherlands-based music agency, gave it a try, editing all of the music out of the “Happy” video. Instead, you just hear the video’s sound effects, while watching everyone singing quietly or silently.

Australian-radio station NOVAFM calls it a “strange watch.” There just seems to be something missing.

WEB VIDEOS REQUIRE COMPLETE ENGAGEMENT

Pharrell Williams Interactive Video - Happy

Contrast that with the official music video. Not only is the sweet soundtrack back, but they've added an amazing interactive twist. The video is 24 hours long! And whenever you watch it shows you the part of the video that was filmed at your current time of day.

Subtle prompts invite discovery. You can skip to any time of the video and see a new scene with Pharrell, a celebrity cameo or just one of a countless cast of dancers and everyday folks strutting to "Happy."

COMPLETE YOUR WEB VIDEOS

Pharrell Williams Interactive Video - Happy

House of Halo’s music-less Pharrell video is certainly a unique viewing experience, and brings to light the larger point that without the engagement factor, web videos aren’t worth watching.

Chances are, people are spending more time watching video on your website compared to anything else. Give them the engaging content they are looking for, and the ability to interact with it. They’ll get “Happy,” just like Pharrell.

For helping to show the way with interactive video, and for his dazzling displays of hat-wearing prowess we give Pharrell and the whole production team behind "Happy" a big ol' hats off.

Pharrell Williams Interactive Video - Happy Hats Off