Nearly two-thirds of consumers would spend more time watching online video if they could interact with it on a personal level, according to a new report from Rapt Media.
Based on an examination of the behaviour and preferences of more than 2,000 consumers in the US and UK, the study found that videos with choice have three times the viewing time, double the conversion rate, and 14 times higher click-through-to-purchase rates than the standard linear video model.
“So what does this mean for marketers?” asked Rapt in a statement accompanying the release. “Interactive video drives (higher) measurable ROI through meaningful interactions and insights on consumer behavior patterns. As online video content continues to sweep the marketing world, why would brands continue sharing a predominantly linear, passive viewing experience with their community when their fans would rather have a personalized experience?”