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This high-level presentation includes some of the oldie but goodie case studies, mostly re: merchandising video but adds a section called "The Vision of Video Commerce" and breaks it out into three phases:I) One video asset, syndicated everywhereII) Many video services, all driving shoppers toward transactionsIII) Dynamic serving of video assets to show the right video, in the right place, at the right time.Future iterations of this presentation will include a precursor phase: "The Liberation of Video Content" - stay tuned for that one.
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Justin Foster: Founder & President, Video Commerce Consortium
Co-Founder, LiveclickerJason Healey: Product Manager, OnlineShoes.com
Alison Jeske: Director, Product Management, drugstore.com
Jason Lohr-Johnson: Video Art Director, REI
Video Commerce Consortium: Largest and fastest-growing consortium of interactive marketers dedicated to advancing the art and science of video commerce – www.video-commerce.org Jan 22 2008: The ROI of Online Video – Webinar – VCC Feb 10 2008: The Future of Video and Email Marketing –
DMA/EEC May 6 2008: Online Marketing Workshop w/CompUSA –
Shop.org
What’s the deal with online video? Video commerce: just another buzzword?The good stuff!
Alison Jeske, Director of Product Management
Jason Lohr-Johnson, Video art Director
Jimmy Healey, Product Manager
Q & A
Online video is increasingly becoming part of our everyday lives.
Usage cuts across age demographics ~ 75% stream at least 1X/mo in 18 – 54
demos.Source: Nielsen Research, July 8, 2008. Stats for May 2008, US only.
Source: eMarketer, Ipsos Insight March 2007.
• 5 countries have eclipsed 60% broadband household penetration today• An additional 12 countries will reach this mark relative to 2008• 499 million total worldwide broadband connections by 2012
Source: Gartner. Amanda Sabia, Principal Research Analyst. July 24, 2008
Video Commerce is the practice of using video content to promote, sell and support commercial products or
services on the Internet.
.com .tv
.com .tv
.com .tv
Group A – No Video
Group B – With Video
# Product pages served
25,000 25,000
Conversion rate (clicked
“play”)
6.63% 10.00%
Conversion rate
(watched entire video)
6.63% 15.84%
Conversion rate increase
(clicked “play”)
N/A50.1%
Conversion rate increase
(watched entire video)
N/A 138.9%
Practitioner Revenue Lift1
50.1% - 138.9%133% - 200%
12% +
200%
40%
“Substantial Lift”“It Works.”
Launched in 2008 Prominent SEO placement Liquidated inventory of key product
Q: What is preventing you from starting out with video commerce or expanding your current video commerce initiatives?
0% 5% 10% 15% 20% 25%
Goes against the culture or brand
High production costs
Poor ROI
Lack of interest
None of the above
No executive buy-in
Lack of industry case studies
Lack of resources
Unproven ROI
Lack of knowledge
Don't know where to start
Source: Video Commerce Consortium Survey. July 7, 2008
Justin FosterFounder & President, Video Commerce Consortium
Co-Founder, LiveclickerJustin [at] video [dash] commerce [d o t] org
253.988.3183
