Interactivity uplevels the video experience. Brightcove’s Erik Ducker and HapYak’s Kyle Morton demonstrate basic to advanced video interactivity techniques, highlighting real-world examples and tips and tricks to jumpstart your video strategies. (44:59)

Full Transcript Below

Supercharge Your Video With Interactivity

ERIK DUCKER: Hello. Who is excited to supercharge their video strategy with interactivity? Well, I can’t hear anyone, since it’s a webinar, but I’ll assume we’re all revved up to learn anyway. I’m very excited to be here today to discuss a topic I am very passionate about, and I’m sure our co-presenter, Kyle, is as well.

Why are you here today? Well, you may never have thought about using interactive video before, or you may be using it today already and are just here to learn any additional tips and tricks. Regardless, we’re going to have fun for the next 30 minutes and explore a broad range of examples demonstrating how all of this works.

So, who are you listening to? First, it’s me, Erik Ducker. I manage technology partnerships at Brightcove. And though you guys may not know me, I am working in the background, finding new solutions like interactivity to help you guys be more successful with video. I’ve been an interactive video practitioner for many years now and have seen some really cool results from the use. And I want to share my experience with you guys.

Second and more importantly, we have Kyle Morton, the founder of HapYak, an interactive video company. He has been working in online video for over a decade, and has devoted the last five years or so all to interactivity. He and I believe that interactive video is not just a buzzword but truly part of the video experience. And we’ll see that as we go through his presentation. Kyle, anything to add about yourself?

KYLE MORTON: No, that was great. Thanks for the introduction, Erik. I’m excited to be on with everyone today, too. Maybe I’ll just add that one of the reasons that I’ve dedicated myself to this space is that video is the user experience. When your videos are playing, that’s what people pay attention to. That’s the experience that matters.

And interactivity is how you engage them, how you bring them toward business goals. And those are really meaningful problems that we all need to solve. So it’s an exciting space to work in. So, looking forward to walking through some of those use cases and details today.

ERIK DUCKER: Awesome. So what are we actually going to be talking about today? Obviously, interactive video. But specifically, we want you to walk away understanding what the heck interactive video really means. Because as Kyle mentioned, it’s not just about adding a link to your video. It’s about the video experience.

So you’ll learn why this matters to you as a marketer, an educator, or anyone using video to drive business results. You’ll also know what is possible in this world of interactive video, and how to make sure you’re generating the ROI or the results you’re expecting. And then, finally, you’ll learn how you can learn more.

As this is an introductory webinar to interactivity, we’ll have follow-up events that cover topics from a unique use case angle, such as interactivity for B2B marketing, e-commerce, like shoppable video or e-learning, and certification for internal training. So let’s get started.

So we have a graphic here, and it’s a little confusing on what’s going on. So you may be thinking, why are there a bunch of layers on what looks like a video player? Well, when you start using interactivity, you need to start thinking how your video player works, and how it affects your viewer experience.

That’s right, video is not just a piece of content. It’s an entire user experience you are creating in order to lead a viewer towards a specific action. That action may just be to watch more video, or could be as consequential to your business as leading them to purchase a product. When you start thinking with this mindset, you stop thinking about creating cool content, and start thinking about how to build and experience that drives an action using video as a key communicator.

So let’s break it down. You have multiple layers. You have your video player, like Brightcove, where you let the viewer control the playback of the video. They can start stop and skim the video. This is interactive, but you as a creator have lost complete control of the way your video is played.

Second, you have your content. The content controls how long you want your viewer engaged with the specific component on your website. If you make a 60-second video, you have at most 60 seconds to get someone to take an action. It’s also your audio and visual direction. You are in control of this content and how it looks.

Third you have interactivity. This is a customized layer of control you give that provides in-context clues onto what you want the viewer to do next. You are also giving the viewer the option to immediately take the action you want them to take, like purchase a product.

In other words, having them finish the video may not be what you need. Getting them to watch 60 seconds of that 60-second video isn’t the goal. The goal is for them to take the action. So think about how you can use video and how you use interactivity to lead them down a path to help them get closer to that action that you really want them to take, which we’ll talk about more in the upcoming examples.

And then, finally, you have an analytics layer. This layer is your eyes and ears. This helps you understand how your video performs, who is watching, how long are they watching, and other important insights for you to optimize your viewer video experience. This is a crucial layer. Without it, you’re just building content with no purpose.

So Kyle, this is a conceptual topic, but I’ve heard you talk about how it’s not. And you like to tell people that video is no different than building any other user experience. Can you explain more a little about that?

KYLE MORTON: Yeah, absolutely. I think that there are maybe two additional elements as anybody considers interactive video and how it can impact the user experience or accomplish business goals. The first is respecting the user’s time. We’re going to show you a bunch of examples of accomplishing a specific business goal, but you also want to consider the user experience in terms of the satisfaction. Are you doing things that enhance that user experience, or that detract from it?

Simple things like letting them skip around in a video, or maybe convert and buy something– again, to Erik’s example there. That is what they want to do. If there is an interaction that they take advantage of, you’re actually satisfying their need and saving them time, and ultimately creating a better, more memorable, more effective overall user experience.

So always think about it from those two perspectives, of how are you going to respect the user, add value to that experience. And then, of course, what’s your business goal, and how is that ultimately going to be meaningful. And when you do that, hopefully neither of those things sound foreign to you. This is what we always think about in any digital assets that are being created. You would think about those things on any web page design. And that’s how I would encourage everyone to think about video.

There is no longer a technical barrier that says, I can do these 100 wonderful things on my web page, but all I can do on a video is have somebody play it. That technical barrier between those technologies no longer exists. So you should think from the perspective of that navigation, engagement, everything that web technology and that your normal approach to solving those engagement problems across your web and digital content has. Use those approaches, and then interactivity is a way to pull that together into the video experiences.

So it requires maybe a reframing of the problem in your own mind. But the technology challenges that used to exist no longer do.

ERIK DUCKER: Awesome. Thank you, Kyle. So I think the big takeaway is interactive video is more than just links. It’s not just about getting people to click on your video. It’s about driving a purposeful action that drives a business [INAUDIBLE] result.

So why should you care? Well, it works. Your video is going to perform better. People are going to watch more of your video.

Your audience is going to take more action. You’re going to see upwards of 10x increases in click-through rates versus traditional on-page call to actions that are next to the video. And your audience is just more engaged. You’re going to see people really diving in, leaning into the video experience, instead of lean back and kind of being passive about it.

Kyle, can you talk a little bit more about the importance of engagement with interactivity, and how activity on one video can lead to a future activity?

KYLE MORTON: Yeah, absolutely. So these are a new way, again, to think about video. But the new way is really just how you think about when someone visits your website. You understand that sometimes you have visitors who drop in and drop house. It might be a bounce. Maybe just on that one session, they come in and they leave. Or maybe it’s a one-time visitor who never comes back.

And then you’ve got another cohort that are repeat visitors. And they have distinct behavioral profiles. And AB testing and how you might optimize your website, the content that you promote, the promotions that you show them are very often optimized around repeat visitors, people who come back to that engagement, or to the engaging experience that you’re creating.

With video, we see the same thing. If you give people something to click on, you give them a video, you give them a way to interact with that, again, you then are satisfying their need by letting them interact with the way that they want. They’re more likely to click on calls to action in the future.

So we do have some internal reports. This will be something that we’ll be doing with Brightcove in order to publish some additional studies. But there’s absolutely a correlation between higher click-through rates, higher engagement rates, growing across the user base as they become activated.

So as someone first says, hey, this is cool, this is meaningful, they then experience the value of it. Hey, this saved me time, this created a better experience for me. They’re more likely to repeat and do that in the future, which increases the value of any interactives that you have deployed.

So that’s another new way to think about it. I think it’s a lot like the same ways we think about general web traffic and shaping and promotion, but another way to drive that is with the video.

ERIK DUCKER: Thank you. So before I move on, I just want to insert a quick thing about asking questions. Feel free to ask questions throughout. We’ll have a Q&A session at the end, and we’ll revisit those questions together. So don’t hesitate to just ask them when they come up as we go through the rest of the presentation.

So, moving on, what’s possible? What’s in your tool belt? We focused on interactivity from a conceptual level. And now it’s time that we dive into some concrete examples.

Before we start, though, we need to get organized. You can’t just start making interactive video, just like you can’t just start making a video or a web page without getting organized. Before you start any work, you need to define what your goal is.

So why are you producing this video? Why do you need to train your employees? Once you define that goal, you can create an experience that really tests that objective, and see if you achieve that result that you’re looking for.

So once you’ve figured out that goal, start thinking about the creation process. Create the video, or repurpose one. You don’t need to reinvent the wheel to start using interactive video to enhance the user experience. There are ways to use that content you have today.

For example, this webinar itself, I’m probably going to be adding chapters to it during the recording session just so I can help people who are watching the recording save their time and skip to the relevant parts for them. And then, of course, there are ways to create content with interactivity in mind. And we’ll show a couple of examples that have preexisting video content versus purposeful content that’s designed for interactivity.

Finally, author the experience, publish it, and most importantly, track the results. How did it do? Can you tweak things to make it better without starting over? Think about the analytics as your ability to optimize for the next iteration or the next campaign you’re doing with interactivity. And then, obviously, just repeat. Just go back and forth through this cycle.

So we’re organized, ready to get started. Let’s see some interactivity. And what we’re going to do is we’re going to start with core interactivity. Kyle, I’ll drive with the computer, but I’d like you to explain the walk-throughs of each of these. For each example we go over, it would be great if you could talk about the goals and the authoring process. And if you have some of the results, that would be great as well. So Kyle, I’ll let you take it away, you just tell me what to do.

KYLE MORTON: Yeah, absolutely. So yeah, let’s start with chapters, which is one of the most– usually the best starting place when you’re starting your interactive video strategy, because there’s almost always a great use of that. So this one right here, this is from Tableau Software. Some people are probably familiar with their chart solutions. And let me see if this screen is going to refresh so I can actually see this example here.

So I can’t actually see Erik right now. Just gonna restart it. OK, there we go. So if we just hold on right there for a second. In the top right, we see an expanded chapter menu. So first, I want to talk about the user experience.

Here’s just an overlay. It’s an overlay built based on that stack that Erik was showing at the beginning, conceptually. The video itself was created without any thought around making it interactive. A lot of videos that end up out in the world are screen shares with voiceovers, just as this one is going to be. Or maybe not produced with the highest level of fit and finish.

By providing chapters, you can answer the question that everybody has when they start playing their video, which is, is it worth my time? It’s a 3 minute and 21-second video. So the first question is, well, how do I know what’s in it?

There are lots of creative solutions that people have with displaying thumbnails, and automatic generation of text, and various solutions. But what we’ve found is just having a list based on the topics that are in a particular video can be very easy to implement, very easy for users to understand. And then, when they click on any of those chapters, it’ll jump to the point in the video where that topic is covered.

Two really interesting things that we find around this. The first is one of the original assumptions– and I’ll just say there’s something that might be on your mind about, well, if somebody doesn’t have to watch my whole video, you might be concerned that they’re going to just skip, watch 30 seconds, and then drop out. So the engagement scores on your videos might go down because people are watching less of it, less time in that particular video.

What we actually find is that, because the natural decay rates on viewership where maybe every 30 seconds a meaningful portion of the audience drops off, rather than just leave the video, people click on the chapter menu in order to see what’s ahead. So what we’ve seen is consistently double digit increases in engagement, meaning time spent on that video, when there are chapters.

Same users, same basic behavior pattern. It’s just rather than abandon the experience because you don’t know what’s in it, then click on the chapters, they know what’s in it, and then they jumped to the section that’s relevant to them. So it’s a good user experience. Engagement scores go up. And then the producer of the video– so you– actually know specifically what content people are interested in.

So from the data perspective, that information can flow back into a CRM, or a marketing automation platform, or just into web analytics so you can understand from a content production perspective, hey, everybody keeps clicking into the third or fourth chapter here, that segment of that video. Maybe we need to produce more content specifically about that. Or maybe you produce your videos in a different way.

So you can gain great insight. So I like to show this because, across the board, a chapter menu is easy to implement, highly effective in terms of the core measurement that you’re used to from engagement, and then immediately produces new insight in terms of your own content development. So when you see [INAUDIBLE] people begin to adopt interactivity, this is probably the best place to start.

Cool, so maybe jumping into the other example, links. Ways to click on a video. So this is, again, think of this as maybe a path in term [AUDIO OUT] Was that produced with interactivity in mind?

So you’ll see it got to about 13 seconds in. The video itself is asking [INAUDIBLE] a question. And then Erik just clicked on Yes or No. Again, that click is intelligence that’s going to go back. And when he clicked Yes, it jumps to a specific point in the video. If he had clicked No, it would have jumped to a different point in the video.

So it’s actually, through having a link in the video, sometimes you’re going to link to an external page. But you can also just link inside the same video in order to let somebody choose their own adventure. And I think there are some other examples of that. But it can very simply just help people navigate that content, kind of like a chapter, but in a more conversational and engaging way.

Then what Erik just clicked on. There is an action link. So this is actually a link to an internal site. And you have to be a member of Herbalife in this example in order to actually access this content. These are deployed to promote products across their current membership.

So this is a call to action. Another way to think about the link. So some links can help people understand and navigate the content, and engage them. Some links are based on a conversion goal. So they said, well, great, we’re ultimately going to judge the success of this by how effective this is at driving traffic to our shopping page. Because they want a conversion just like the way to think of any promotional unit they’d put anywhere else throughout all their web properties. They’d measure it based on how effective was this to drive people to the Shop Now page. Well, because they have this call to action here, they can now measure the video in exactly the same way as they measure everything else.

So between those two, we always refer to these as core because the techniques can be applied across existing videos, can be very rapidly implemented. And again, the data is very easy to understand and recognize the value of without having to be an interactive video egghead, like some of us are. It’s easy to integrate into your existing dashboards.

Cool, so I’d probably refer to this next as this is sort of main event. So internally, you might build a business case around interactive video by having some quick wins with the core interactivities capabilities. What we see then is people start thinking about, again, the video as the user experience. Not just a content type that might be relevant to convert someone to a particular action, but something where someone is going to spend time. They want to get feedback. They want to, again, have them purchased something.

We’ll walk through these examples, but these tend to be that stage two– once, organizationally, you have the wherewithal to understand the value you’re going to get out of it. And then you can apply it to new and emerging use cases across the enterprise. So if we jump into the quizzing here, maybe. So Erik, that one is on the Examples page, if you don’t have a different way to link to it. Or are we can jump right into shoppable.

All right, so we’ll start with the shoppable example. So again, this is product promotion. It’s talking about the details of– what is this, a dishwasher, or washing machine? There we go.

So in the top left, there is an add to cart function. So Erik, if you can click on the Add to Cart. So on hover, it’s going to show some information. On click, it then shows additional product details.

So I just want to mention a few important details about this. Shoppable video has a lot of different flavors. And you guys have probably seen a lot of those. What is unique– when you start removing the technical barriers around video as being unique, as opposed to it being like anything else you do in your web experience, that’s when you get an experience like this, where it’s completely data driven.

So everything that you see– the button itself, the information that’s being shown, the prices– that can be pulled from a live APIs. So it doesn’t have to be hard coded. Nobody has to go to one specific video and hand code in the specific shopping experience. But you can approach it like web technology, just like you were building a dynamic web page that was going to take a product ID, look up the information, and present it in a compelling way on a normal web page. Excuse me.

The same can be done with an interactive video experience. And that’s exactly what you’re seeing here. So that button is dynamic. The data in it is dynamic. And when we click Add to Cart, that then will actually load up an in-video cart experience right in the middle. There you go. So you can continue shopping, and you could feature one product, or you could feature several products, in a particular video.

So this is where it starts moving from engagement of the experience to a specific goal, and almost like an application. So interactive video can really be an application layer that engages and converts and keeps people coming back because it was useful, and it was effective.

So Erik, I don’t know–

ERIC DUCKER: I have the quiz video ready. So if we want to–

KYLE MORTON: Oh, great. Yeah, let’s take a look at that. Cool, there we go.

So this is a good example. So this is a training video. It’s going to walk you through a course of content. But as it plays, what’s actually going to happen is, at the beginning of the video, Laura here introduces the topic. But then the video automatically pauses, and it gets some information from you, because it wants to make sure that you really understand, or what level you are, what information you need. So it’ll ask you that question right at the beginning of the video and then, based on your answers, will take you to the right content.

So one of the reasons I really love that example is, one, it’s really simple. She introduces it, and then actually responding to that question, it doesn’t interrupt the experience. It is part of the experience. It really enhances it.

And when I interact with that question, the video itself is responding to my need. I said I was interested in this, or it said I understood at this particular level. And then it takes me right to that content. So again, I’m satisfied as a user.

The producer of this content not only understands activity but, in that case, understands data that I’ve submitted. So you can think about that from a perspective of learning or training. But you can also think of it as polling and surveys to gain marketing information in a very natural way as someone views your promotional videos.

And even the details about testing and quizzing people’s knowledge, clearly core use cases and learning and training, I think we’re going to do a whole different webinar to get into the deep use cases around that. But it’s important that even across the clients that we work with that are using this largely for marketing, the question capabilities are key to their use cases. So directly engaging them, gathering data from a customer, and then rewarding them with a good experience when they actually provide that input. So, critical ways to use interactivity for those goals.

Cool, so this is an example. So branching, choose your own adventure. I’d say a lot of folks out there, when they talk about interactive video, they think about these choose your own adventure experiences. So what I actually think is worth highlighting in this is this is actually an application [AUDIO OUT] of a use case in an application than necessarily a whole new body of new technology that you have to figure out.

So in this case, it happened a little [AUDIO OUT] and asking you, as the viewer, what you wanted to learn more about [INAUDIBLE] this particular [INAUDIBLE] gestures, to specific topics that you might be [INAUDIBLE] in.

So clearly this was created with interactivity in mind. But you can also see the production of it is very simple. So there is a spectrum of planning that can go into creating content for these goals, and it can be intensive, but it can be very simple. So even this highly polished for the actual video production, very simple. The actual technology used to deploy the experience, again, very straightforward.

What Invokana sees in this is that it’s by far one of the most effective ways that they convert people onto that Learn How page. So when people are watching James Earl Jones, they absolutely care. Most people never get to the end of any video, no matter how long or short it is. So by prompting them to engage, they’re then more likely to navigate and then click on the call to action.

And in fact, they see a 20% click-through rate on their conversion call to action when people first navigate into a section of that video. So great results, and a simple way to think about really meaningful use cases that choose your own adventure. We see that deployed in a lot of different ways.

So here’s an example straight from Brightcove. Maybe some people on this call have received this exact email. So a few things that I’ll point out. First, this is a simple application of personalization. So this page that we see, this is a landing page that is linked to from an email campaign that is sent from Oracle Eloqua.

So when Eloqua sends those campaigns, it adds in additional information into those links about who’s going to be [AUDIO OUT] is in the video. So you can see right there, it says, Kyle, do you have any questions that Tara can answer. Well, that’s dynamic. Again, [INAUDIBLE] really, there are more people who aren’t named Kyle. There are different account managers who are not named Tara.

But [INAUDIBLE] dynamically [INAUDIBLE]. But it’s deployed once, and then dynamically populated to personalize that experience, which, again, [AUDIO OUT] has a higher exposure to some of these stats. A call to action, when it’s personalized, can perform 30% to 60%, better depending on the context, than a non-personalized call to action. So that can be implemented.

This is, again, once people start thinking about the customizations. What we’re seeing here is when we click the call to action– might have a subtle detail, but it’s a really important one. It didn’t take us to a different point in the video, and it didn’t take us to a different web page. But it actually just expanded an on-video widget.

So this on-video widget was custom created by Brightcove using standard web development. No special knowledge about the video technology was needed. The web development team just put together a little form so that when somebody submitted this form, it will then send the account manager an email. Which is great, so they can then make some direct contact.

So that web widget was then implemented in the interactive layer, so it became a seamless part of the video experience. So just another way to think about what’s possible with interactive. It’s really anything that is possible with the web. Any types of widgets, any tapes of capabilities that you think will be meaningful to customers, there is a way to seamlessly blend that into the video experience and bring that value to bear on your most engaging content.

But wait, there’s more. Again, and I know there’s so many topics being covered here, but just to give me a sense, because interactive is a very big topic. And there are so many ways to think about it, and so many use cases. A lot of folks talked about personalization in even more detail than what we just showed.

So Erik, if you click into that. Or did you have this one preloaded?

ERIK DUCKER: Yeah, this the preloaded video.

KYLE MORTON: Got it, got it. So in this example, if we play this– and then Erik, if you select the different radio buttons on New User versus Returning User. Yeah, so when it says Returning User, it says schedule a call when it says New User. It said Learn More. So Erik, if you just toggle a couple times between those radio buttons. Yeah, just to get a sense.

So, again, it’s the interactive capabilities. But what you’re seeing with the interactive capabilities are personalized. In this case, not necessarily by a name that’s welcoming you in, but by your behavioral profile. So new user versus returning user. Again, different engagement profiles. There might be different calls to action.

So there’s the full body of [AUDIO OUT] And to make that particularly effective. Simple, but I think a nice example about personalizing it based on behavior, based on a [INAUDIBLE] past visits, based on role. It can be a way to make this a very engaging, personalized experience, even if it’s not literally displaying your name.

And maybe just one other thing to highlight, which, on that page, there is a little bit of a preview on the bottom left showing some of that data that’s actually collected. Because again, what’s critical about any of this is what was the value that was accomplished through taking this effort. As you get deeper and deeper into it, keeping mindful of your goal, and not just being seduced by how cool some of this stuff can be. Because it can be really cool.

But no matter how cool it is, understanding how are you going to measure whether it was successful or not, and making sure that there is the full data stream that can connect to those other systems of record where you need to measure it is important. But speaking of cool, will jump into 360 video. And I think this is probably the last full demo we’re going to show.

But this is an emerging area that we’re seeing a lot of interest in. I’m sure everybody has seen these things on Facebook. There are so many brands. And we see internal and external use cases for interactive video in 360 because it’s a challenge.

It’s one of those places where there still is a bit of a technology gap between the video and web capabilities. But what we hear is, with 360 video– so Erik, if you might click around–

ERIK DUCKER: There’s a delay [INAUDIBLE] by the way, sorry.

KYLE MORTON: Oh. Yeah, screen shares on these are always a bit challenging. But I think [AUDIO OUT] which is good for you, the user. For the producer of that 360 content, it can be very difficult to direct your attention and ultimately accomplish or achieve the goal, the reason you produced that possibly expensive video in the first place.

So we are working with a lot of clients on developing a user experience look book, if you will, on what are the best practice [AUDIO OUT] order to direct the camera, direct the user’s attention, and then layer in some [AUDIO OUT] in order to make 360 not just cool, but good storytelling and an effective business process.

So we’re seeing a real rise in this. It’s definitely an exciting area to see. Also one a little tricky to show in the webinar. But I expect at least some portion of folks on the call might have these initiatives, or will be thinking about them.

The last detail about live interactivity. I’ll actually say what we’re doing right now is a great example of it. The fact that people can submit questions while we’re doing this live webinar. You see the video. There’s other non-video type of content that can be layered in. But there really are many more scenarios for beyond webinars.

So be they live webcasts where it’s a show of sorts– a web-only show where you’re promoting content. Town halls where maybe you have to deliver content, or deliver it on devices, where the ability to use web technology– HTML5 in particular– would be critical in your delivery, because you could address so many more users, or so much more of your employee or customer base.

So I think, again, a place that maybe there’s a whole separate webinar dedicated to those use cases. But this is what’s emerging. These are the new areas where people are pushing the boundary about what’s possible with video. And taking that basket of capabilities, broadly referred to as interactive, apply to every use case from those core existing videos, all the way to the bleeding edge of what’s emerging. Interactivity is a core tool in your tool box that’s going to help you solve those business problems as you get into these new areas.

ERIK DUCKER: Great. Thank you so much, Kyle. Those are amazing examples to show the breadth and depth of interactivity. And to further his point of round, any one of these experiences can apply to different use cases. There’s not just one type of call to action for B2B versus e-commerce. You can create an interactive experience for all types of use cases using the exact same technology across those different units. So thank you so much for presenting that today, Kyle.

Wanted to wrap up talking about what’s going to make you money, which is the data. It’s critical that we think about how data is powering this experience beyond the design and graphics. There are three key areas that we should consider when thinking about this.

So you have engagement, which is talking about the performance of your video. You have dynamic interactivity, which is allowing you to have a call and response with the viewer of the video. And then you have integrated analytics, where you’re actually able to tie the results of these campaigns to your business objectives, aka where you measure the results of your marketing campaigns or your learning campaigns, and so on and so forth.

So with engagement metrics, we talk about click-through rates, play rates, engagement scores. This allows us to see how that video is really performing. And then we can optimize our experience using these metrics.

Kyle, do you have anything to add around engagement metrics? I know we’ve kind of talked a lot about that throughout the webinar.

KYLE MORTON: You know, it comes down to the use cases. So engagement is broad. Our clients tend to think of it around their applications. So navigation rate, response rate, and click-through rate. But all of those end up boiling down to activity rate, which is, of all the sessions that they have, how many people engaged with the video through interaction. Because that’s a critical number to track that you always want to go up and up and up, because any interaction means some sort of value has been created.

So I think it’s an emerging area around these engagement metrics. It’s going to depend on what your use case is in, and how your organization can internalize that data. But I’d say activity rate is another key emerging metric.

ERIK DUCKER: Great. So next is the dynamic interactivity. We showed a lot of examples of dynamic interactivity. So this is using data that is either inputted beforehand or in real time to change the experience for the viewer itself.

So if you have a branching video, you may have different call to actions presented for different routes that you take. So actually, in the Invokana example, each different branch actually had its own call to action that was unique to that portion of the video.

So in other words, there’s also ways that you can personalize call to actions. You can use someone’s name, or change the call to action for returning viewer, or a new viewer, as we saw in that personalization. So really, you’re using data to adapt the experience for the viewer in hopes of making it a better experience. And it’s something that you can actually measure because it is data that you can track with your typical analytics systems as well.

And then, finally, integrated analytics is paramount to any digital campaign. I believe that data is only useful in the right context. We also use different technologies to run our businesses, and it needs to be integrated together. So we know if a video resulted in a sale or a video resulted in someone becoming a better salesperson through training, these are things that we need to measure. And they only work if they’re putting context with all the other activities that are associated with that person, or with that video, or with that campaign. So that’s why connecting data to technology like market automation, or CRMs, or LMSes is crucial. Kyle, do you have any final words on the data side?

KYLE MORTON: No, I just agree. For anyone starting out, no one wants another dashboard of data. So thinking about you know what your goal is, how are you going to measure that goal. It’s good to think about what are your existing business dashboards, what’s the system where you need that data to be first, and then making sure that [AUDIO OUT] want a unique dashboard for it.

But I think this is one of the initial, critical organizational details to solve so you really know you can get up and running with it.

ERIK DUCKER: Awesome, great. So, thank you, Kyle. There you have it. Those are the basics of interactivity.