videos + quizzes: a match made in interactive content heaven
TRANSCRIPT
Presented by:
Alicia Reich, Director, ThingLink
Owen Fuller, Chief Qwizard, Qzzr
Videos + QuizzesA match made in interactive content heaven
A recording of this presentation
and these slides will be available
on the Qzzr Blog
Owen FullerAlicia Reich
Why is interactive content
important?
• Content proliferation is creating content fatigue
• People love interactive content and richer brand experiences
• When you give people what they want, you get more of what
you want – more site traffic, extended time spent, and
revenue!
Questions
1. Why interactive content?
1. How do you use interactive content to generate engagement,
social traffic, and revenue?
1. What happens when interactive videos and quizzes have a
baby?
The worlds’ simplest quiz tool
Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies
Now Quizzes Are More Than
What You Dreaded In School
And it’s something we
hated while we were in
schoolType to enter text
Fit Marketing Case Study
81% completion rate
2:27 average time – short and snackable
5% lead conversion rate
The numbers don’t lie
Pop Quiz:
The average quiz gets shared how many times?
1,900Some do a little better….
I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%
The best content creators know
Number one article on NYTimes.com in 2013 was a quiz
Eight of the top ten most shared articles
in the last eight months were quizzes(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook
in January, 2015 were quizzes
Turning this Into this
$270,00 in revenue and counting
Gone Are The Days Of Flat,
Passive Images And Video
The leader in interactive content
INTERACTIVE CONTENT HELPS BRANDS:
DRIVE INCREASED REVENUEIMPROVE ENGAGEMENT AND EXPERIENCE $
BETTER BRAND STORYTELLING DRIVES BETTER CUSTOMER ENGAGEMENT
Interactive video
increase time spent
by 25%
Interactive images
increase time
spent 3x
CTR 10-15% on
links
3
4
GIVE FANS A DEEPER STORYLINE ENGAGMENT AND EXPERIENCE
Rich Media tags
gives fans what
they want,
behind-the-
scenes access
to their favorite
showsBRAVO saw an increase in
time spent on their site when
using Rich Media tags to drive
a deeper engagement with
Below Deck
300% INCREASE IN
ENGAGEMENT FOR NEW
YORK MAGAZINE
THE MORE YOU USE INTERACITVE CONTENT, THE HIGHER THE ENGAGEMENT
Interactive Tags
Drove a
13% CTR
CAMPAIGN OVERVIEW:• NY Magazine uses interactive content to
give readers a deep dive into their
weekly Approval Matrix
• 20+ rich media tags per image drive rich
engagement numbers showing a range
of 200-700% engagement lift
• Over the past 2 years, both engagement
and CTR numbers increased as users
are familiar with the interactive
experience
Over the past 2 years,
interactive content drove a
50% Lift in Time
Spent
INTERACTIVE VIDEO DRIVES 200% INCREASE IN ENGAGEMENT
Top Russian Broadcaster, Channel 1, sees major success using ThingLink
40% of video viewers interacted with the tags driving an
average time spent of 4:01 for a video that has a TRT of 2:02.
ThingLink for Video naturally doubled video viewing time.
Interactive Tags
Drove a
58% CTR
CAMPAIGN OVERVIEW:• Channel One used ThingLink for Video
to bring to life a 2 minute recap video for
The Voice Russia’s top 8 performances
• Viewers were able to interact with tags
to watch full performances, hear words
from the contestants and get ready for
the results show all within the original 2
minute recap video
ALL BRAND VERTICALS USE INTERACTIVE CONTENT TO HELP DEEPEN BRAND
EXPERIENCE IN SOCIAL MEDIA
CREATIVEHover % CTR Time Spent
Retail 153% 12% 8.8 seconds
Sports 248% 21% 13 seconds
Entertainment 329% 32% 12 seconds
CPG/ General
Brand350% 20% 20 seconds
MAKE EVERY IMAGE A DISCOVERABLE EXPERIENCE
Disney
makes
posts more
engaging by
having fans
discover
more
content
directly
within a postTraditional posts are flat, non-
engaging images Engagement Drives a rich
opportunity for natural
virality of content
INTERACTIVITY DRIVES 250% INCREASE IN ENGAGEMENT
USE INTERACTIVE CONTENT TO MAKE YOUR CONTENT POP IN SOCIAL MEDIA
Interactive Tags
Drove a
16% CTR
CAMPAIGN OVERVIEW:• Phyllis + Rosie wanted to use an
interactive image to drive product
exploration and engagement in social
media
• Overall image saw a 250% increase in
overall engagement with an 80%
increase in time spent within post and a
16% CTR on all Rich Media tags within
the image including a 15% CTR on the
Instagram tag alone
Instragram Tag drove a
15% CTR showing
a clear interest in more
content from the brand
Interactive Post saw
80% Lift in Time
Spent
Rich media
tags provide
quick product
information
without
leaving the
content
INTERACTIVE CATALOGUES: THE NEW WAY TO ONLINE SHOP
Ability to tag
multiple pieces
of product
generates
more
exploration and
delivers longer
time spent on
site
MAKE YOUR PRE-EQUISTING CONTENT WORK HARDER FOR YOU
Alma Media owns one of the Scandinavian’s largest real estate image sites used rich media tags
to create seamless product placement links in content
Brands can link
to sponsor’s
product directly
within an image
to drive
conversion
without losing the
content’s
essence.
ADVERTISING CAN CREATE AN EDITORIAL FEEL WITH INTERACTIVITY
Showtime branding is non-
invasive and doesn’t take
away from the content
Integrated Facebook “like”
button to increase social
engagement following for
Masters of Sex
Seamlessly watch premiere
trailer within the art
In support of the Masters of Sex series premiere, Showtime purchased a native ad from New York Magazine and
in partnership used ThingLink to create this discoverable graphic that brought the show and key art to life
Discoverable content is
relevant to the New York
Magazine audience
Advertisers can naturally be a part
of content with rich media tagging
vs an intrusive banner ad that has
low engagement
Same product featured in video
provides seamless integration to
drive awareness and sales
Full customizable rich media tags
to match brand toolkit
**Interactive experience opens once user clicks rich media tag
A new way to integrate advertisers into content without disruption
A NEW WAY TO INTEGRATE ADVERTISERS INTO CONTENT WITHOUT DISRUPTION
A Match Made In Interactive
Content Heaven
Taking Interactivity to The Next Level
Interactive Content:
Key Takeaways
MAKE INTERACTIVE CONTENT RELEVANT AND INTERESTING TO THE USER
Make it interesting
Make it something people want to share
Outline a clear path from engagement to revenue
Presented by:
Alicia Reich, Director, ThingLink([email protected])
Owen Fuller, Chief Qwizard, Qzzr ([email protected])
Videos + QuizzesA match made in interactive content heaven