{"id":43034,"date":"2023-10-20T15:25:36","date_gmt":"2023-10-20T15:25:36","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/shoppable-video-comes-of-age-startupsmart\/"},"modified":"2023-10-20T15:25:36","modified_gmt":"2023-10-20T15:25:36","slug":"shoppable-video-comes-of-age-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/shoppable-video-comes-of-age-startupsmart\/","title":{"rendered":"Shoppable video comes of age – StartupSmart"},"content":{"rendered":"
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The ability to buy products directly from a video presentation may not be new but shoppable video is about to reach a critical tipping point.<\/p>\n

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At the Adobe Digital Marketing Symposium in Sydney yesterday keynote speakers repeatedly emphasized the importance of video for businesses.<\/p>\n

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Read more: Australians love YouTube, job and property sites on mobiles \u2013 how small businesses can take advantage of the trend.<\/p>\n

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Ann Lewness, chief marketing officer at Adobe, told the symposium video is \u201cprobably the killer app right now\u201d.<\/p>\n

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\u201cVideo is the best media format as it\u2019s educational but it\u2019s also entertaining,\u201d she says.<\/p>\n

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In a separate presentation, Jason Juma-Ross, head of telco, tech and entertainment at Facebook, revealed the social network records 4 billion video views a day.<\/p>\n

 <\/p>\n

Cisco estimates video will command 80% of the world\u2019s internet traffic by 2019.<\/p>\n

 <\/p>\n

While part of this increase can be attributed to binge watchers gorging on high bandwidth television series a general rise in video consumption is also driving demand.<\/p>\n

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In particular, younger people are embracing videos.<\/p>\n

 <\/p>\n

Adobe says one in three Millennials say they watch video tutorials before making a purchase and 100 million hours of \u201chow to\u201d videos were watched this year.<\/p>\n

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According to Loni Stark, senior director of strategy and product marketing at Adobe, \u201cthe number of hours of video has exploded\u201d.<\/p>\n

 <\/p>\n

While YouTube first introduced a click-to-buy feature in 2009, the ubiquity of smartphones and touch screens mean the opportunity is now ripe for shoppable videos.<\/p>\n

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In response Adobe is launching a new shoppable video product in August (with an Australian launch date still to be confirmed).<\/p>\n

 <\/p>\n

Stark says Adobe\u2019s entry into the market will make shoppable videos accessible to a broader range of businesses including SMEs.<\/p>\n

 <\/p>\n

\u201cIt\u2019s a rare sighting to see a video that\u2019s shoppable,\u201d she says.<\/p>\n

 <\/p>\n

Stark attributes this to the high monetary and time cost of creating shoppable video.<\/p>\n

 <\/p>\n

\u201cTalk to any marketer and producing video is a big expense,\u201d she says.<\/p>\n

 <\/p>\n

\u201cIn the past interactive videos would be produced by an agency\u201d.<\/p>\n

 <\/p>\n

Using the Adobe product\u2019s cloud-based capability Stark claims \u201cany experienced marketer\u201d can add this interactivity to the videos they already have.<\/p>\n

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There\u2019s no need for coding or particular technical expertise.<\/p>\n

 <\/p>\n

It remains to be seen how Adobe will compete against existing providers in the space.<\/p>\n

 <\/p>\n

Startups such as Joyus and Cinematique may be small but they have the early mover advantage.<\/p>\n

 <\/p>\n

But Stark is confident Adobe\u2019s product is more intuitive for both consumers and businesses.<\/p>\n

\u201c We are removing the barriers,\u201d she says.<\/p>\n

 <\/p>\n

\u201cEvery click causes friction in the purchase cycle.\u201d<\/p>\n

 <\/p>\n

This article was originally published on SmartCompany.<\/p>\n","protected":false},"excerpt":{"rendered":"

The ability to buy products directly from a video presentation may not be new but shoppable video is about to<\/p>\n","protected":false},"author":1,"featured_media":60008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43034"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=43034"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43034\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/60008"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=43034"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=43034"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=43034"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}