Why video?

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• 181 million US Internet users watched online video in March 2012 (comScore)

• Video in email is undergoing radical disruptive forces now (HTML5/mobile) that transform the conversation around video in email

Things Change Fast

Marketers Confident in Online Video

Marketers Embracing Online Video

• Online video ad spending as a % of spend is increasing relative to both TV and Internet

• Expected to nearly double in 2012 vs. 2011 as a % of TV ad spend

• Video expected to more than double the rate of growth of the next closest format for online advertising in 2012 (54.7% vs. 27.0% for sponsorship)

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Marketers Embracing Online Video

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Video Trends Entertain Excite

Engage

• 1.25 million video views of a mini-series trailer for “Game of Thrones.”

• 38.9% of the audience received full video with audio in the email

• 45.6% received an animated .GIF or animated .PNG silent video

Results:

• 33% higher conversion rate (purchase) with video group compared to control group in 50/50 A/B split

• 55% lift in Sales per Email Delivered with video group in 50/50 A/B split

• 66.5% of audience received full video in email

Results:

• 25% higher time on site for video group compared to control in 50/50 A/B split

• 21% higher conversion rate (purchase) for video group in 50/50 A/B split

• 22% higher average order value for video group in 50/50 A/B split

Results:

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Persuade

• 40% higher Average Order Value for video group compared to control in 50/50 A/B split

Results:

• 35% higher total orders for video group compared to control in 50/50 A/B split

Results:

Best Practices Rundown

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•WHO to engage with

video?

• HOW can video add

value?

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Time & Attention

Value

• Segment previous video watchers / clickers

• Keep video messaging congruent with non-video messaging

• Smell Test: ask yourself if you think a plurality of recipients would enjoy and appreciate receiving messaging via video

Quick Tips

Video in email versus video with email…

PROS:

Compatible with nearly all mail clients No learning curve Established best practices

CONS:

More difficult for smartphone & tablet viewers to see video Inability to grab attention with video in the inbox

Use strong visual cues to indicate video presence to encourage subscribers to click through to web-hosted video.

Static Callout / Click-to-play

Animated .GIF?

• Apple leading drive behind HTML5 video in

email w/iPhone & iPad shipments at record

levels

Full video (HTML5 video)

62%

25%

13%

Full Video w/Audio

Animated .GIF/.PNG Video

Static Image

B2C Senders Reaching 40% - 65% of Recipients with Video in Email

B2C Senders Reaching 40% - 65% of Recipients with Video in Email

• iPhone views dominate video in email views on mobile devices, followed by iPad

• Android Honeycomb (3.x.x) displays video in email

• Android Gingerbread (2.x.x) or Ice Cream Sandwich (4.x.x): static image only

• Use mail client device detection software that dynamically serves video to those who can see it, while falling back automatically where video is not yet supported

Quick Tips

• Video should load only when email opened

• Animated .GIF/.PNG turned ON for broadest reach; OFF for highest quality coverage

• Add callout to static image and animated .GIF/.PNG video

Quick Tips

• Keep animated .GIF/.PNG length to no more than 30 seconds

• Keep full video with audio to less than 3 minutes

Quick Tips

0.00

0.50

1.00

1.50

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3.50

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0 - 30secs

31 -60

secs

1:00 -1: 30

1:30 -2:00

2:01 -2:30

2:31 -3:00

3:01 -3:30

3:31 -4:00

4:01 -4:30

4:31 -5:00

5:01 -6:00

6:01+

Conversion Rate of Video Viewers

87% of videos in the sample were < 3 minutes long.

1,500 videos in the sample

%

• Not possible to run straight clickthrough rate A/B split tests due to growing prevalence of HTML5 video (not possible to measure clicks on HTML5 video version)

• Success metrics on A/B split tests need to be post clickthrough to ensure test accuracy – Conversion rate or dollars generated

– % of visitors of each version that visited site after receiving each version (video in email v. video on landing page only)

– Site engagement (time on site, % video consumed while on site)

Quick Tips

Should You Adopt Video In Email Now?

Q & A