Because Viewbix integrates with a host of rich media, marketing automation and email apps (including Oracle Eloqua, Marketo, Hubspot and Constant Contact), Cuisinart could tie its video ad campaign back to its email and customer CRM list, resulting in 3.2% of viewers who submitted their email address through an in-video prompt.
By incorporating branded content and encouraging various actions like “learn more,” Cuisinart found 7.1% of viewers ended up clicking through a call to action. Additionally, social channels performed particularly well for Cuisinart’s Viewbix campaigns – 23.8% of users who viewed its videos also liked its Facebook page.
It also determined users were more likely to watch 15- and 30-second videos than longer content and optimized campaigns accordingly. Cuisinart uncovered qualitative results, like the fact that how-to videos did not get that much interaction.
“We’re now considering a tips series – how to use a certain product or cooking tips shot alongside a product that might be associated,” said Plotsker.
Stefansky added that interactive elements can be swapped easily, without changing tags. This means retailers swapping out creative hosted on different sites won’t have to tinker with each individual video, but can update everything at once through the Viewbix dashboard.
Viewbix can also be used to determine at what point attrition occurs and on what device so brands can tailor the creative by distribution network or device.
“We’re helping brands understand when users take action in a video, so we can say, ‘After five seconds is the most important time to surface a call to action,’ or, when the video ends, we may want to change a ‘learn more’ to ‘click to call,’” Stefansky explained.
Viewbix, he claimed, increases engagement rates by an order of 20% across millions of impressions. In Cuisinart’s case, it drove a 34% engagement rate increase.