View the slides from CEO Eric Engineer’s keynote presentation at Incrowd Executive Summit in April 2016. This slide deck includes key video statistics and benchmarks from 2016, as well as a step-by-step breakdown of video and the customer journey.

2. SCALING FOR
SUCCESS
A STRATEGIC APPROACH TO PRODUCT VIDEO
Eric Engineer
COO
eric@invodo.com

4. T H E V I D E O W E B

5. V I D E O G R O W T H
79%
Video will represent
79% of all global
Internet traffic by 2018.
Product video views
grew 42% year-over-
year from 2014 to
2015.
52% of marketing
professionals
worldwide name video
as the content type
with the best ROI.
Cisco Invodo Syndcast

6. Last year, video views on ecommerce
sites grew 3X FASTER than
ecommerce sales.
2 0 1 5 : A B R E A K T H R O U G H Y E A R F O R P R O D U C T V I D E O
YEAR-OVER-YEAR GROWTH
(2014-15)
Annual Video Views
14%
42%
US Ecommerce Sales

7. M O B I L E H A S R E A C H E D A T I P P I N G P O I N T
65%
62%
56%
45%
42%
35%
38%
44%
55%
58%
Q1/15 Q2/15 Q3/15 Q4/15 Q1/16
MOBILE VS. DESKTOP VIDEO VIEWS (Q1/15 -
Q1/16)
2014-15
GROWTH

8. C O N S U M E R
E X P E C T A T I O N S 2 . 0

9. W H A T D O C O N S U M E R S E X P E C T ?
• 1021 consumers completed an
online questionnaire in February
2015
• 52% female / 48% male
• Shopped online 4+ times in the
past year
• Spent $250+ online annually

10. V I D E O I S C R I T I C A L T O T H E S H O P P I N G E X P E R I E N C E
89%
Shopping is more efficient
and effective. 87%
I understand the product
better.
82% 82%
I am more likely to make
a confident purchase.
I am more engaged
with the brand.

11. 74%
39%
37%
32%
30%
21%
14%
13%
10%
Product Page
Home Page
Category Page
Video Gallery
Online Search…
Brand Advertising
Customer Service
Social Networks
Email Campains
Where online would you be most likely to interact with
a retailer’s interactive visual content?
Check all that apply.
Shoppers are
2 X M O R E L I K E L Y
to engage with a retailer’s
interactive visual content
on a product detail page
than elsewhere online.
C O N S U M E R S E X P E C T V I D E O O N T H E P R O D U C T P A G E

12. V I D E O I S N O W E X P E C T E D
4 9 % O F S H O P P E R S
will leave a retail site and seek information elsewhere when visual
content is not readily available.

13. M I L L E N N I A L S A R E D E M A N D I N G
Percentage of customers that will LEAVE a site if
visual content is not available.
63%
48%
30%
Millennials Gen X Baby Boomers
AGREE
(18-34) (35-44) (55+)
2.1 X more
demanding than
Baby Boomers
1.3 X more
demanding than
Gen X

14. V I D E O I M P A C T S T H E B O T T O M L I N E
+10%
Video delivers a 10% lift
in conversion rates.
Video viewers are 1.68x
more likely to buy than
non-viewers.

15. V I D E O Q U A L I T Y D R I V E S C O N V E R S I O N
1.0% 1.2%
1.5%
3.1%
3.7%
★ ★★ ★★★ ★★★★ ★★★★★
Video Star Rating (1-5)
Viewer Buy Rate, by Video Rating (2015)

16. V I D E O A C R O S S T H E
C U S T O M E R J O U R N E Y

17. V I D E O A N D T H E C U S T O M E R J O U R N E Y
ENGAGEMENT
• Brand & Lifestyle video
• New Product GTM
• Augmented & Virtual Reality
CONVERSION & RETURNS
• Scalable product video
• On-boarding and support video
• 3D Spin
PURCHASE
CONSIDERATION
BRAND ENGAGEMENT
ENGAGEMENT & CONVERSION
• Shoppable video
• Category video
• How-to video

21. A F R A M E W O R K
F O R S U C C E S S

22. D E V E L O P I N G A P R O G R A M T H A T S C A L E S
• Requires a holistic approach
• Helps drive organizational efficiencies for an
omnichannel world
• Best practices will drive efficiency and quality
• Focus on data for continuous improvement
PLAN
CREATE
PUBLISH
MEASURE

23. G E T T I N G F R O M H E R E
T O T H E R E

24. T H E P R O D U C T V I D E O J O U R N E Y

25. T H E P R O D U C T V I D E O J O U R N E Y
P R O F I L E
• Product videos up and
running
• Traffic growing
C H A L L E N G E S
• Limited ability to measure
results
• Hard to justify budget
N E X T S T E P S
• Understand ROI
• Develop a strategy across
the catalog

26. T H E P R O D U C T V I D E O J O U R N E Y
P R O F I L E
• Correlation between video
and conversion established
• Plan in place to address top
products
C H A L L E N G E S
• More products create
growing complexity
• Sourcing products from
manufacturers is difficult
N E X T S T E P S
• Develop team, process and
plan to scale program with
growth
P R O F I L E
• Product videos up and
running
• Traffic growing
C H A L L E N G E S
• Limited ability to measure
results
• Hard to justify budget
N E X T S T E P S
• Understand ROI
• Develop a strategy across
the catalog

27. T H E P R O D U C T V I D E O J O U R N E Y
P R O F I L E
• Correlation between video
and conversion established
• Plan in place to address top
products
C H A L L E N G E S
• More products create
growing complexity
• Sourcing products from
manufacturers is difficult
N E X T S T E P S
• Develop team, process and
plan to scale program with
growth
P R O F I L E
• Production model scales to
thousands of assets per
year
• Scalable platform and
publishing model
C H A L L E N G E S
• Maintain quality and
consistency at scale
N E X T S T E P S
• Optimize spend across
categories and products
• Plan for new products
P R O F I L E
• Product videos up and
running
• Traffic growing
C H A L L E N G E S
• Limited ability to measure
results
• Hard to justify budget
N E X T S T E P S
• Understand ROI
• Develop a strategy across
the catalog

28. T H A N K Y O U
eric@invodo.com