28 INTERACTIVE VIDEO FOCUS Wirewax
Garraway says: “When people touch, they remember more, and that experience has a far greater impact. Our customers are mostly brands who use our technology to enable an action that lets viewers buy or learn more about a product or service, or publishers who use our technology as a way of making editorial content more interesting and in-depth, but still retaining a short-form video. “In an online world, viewers don’t necessarily want to watch a ten-minute video, but the subject matter may demand more gravity. With our technology, publishers can keep the video to one or two minutes, but still allow the viewer to interact and go into detail on what is interesting to them.” Garraway and Wirewax CEO, Steve Callanan, come from a video production background and, are as, such able to inform brands and publishers about the type of content needed for their videos. Garraway explains: “We started this company understanding what audiences
need and how video actually comes to be. We’ve gained a lot of expertise about what does, and more importantly, what does not work – and this is the sort of thing we like to share in our strategy meetings with customers.” Wirewax offers its customers education on how they can maximise their content and this ranges from the simple things, such as how long you should leave a shot for something to be made interactive, through to some of the more innovative concepts, such as having presenters call out to the audience and be directional about which items to tap. Customers also have access to metrics inside the company’s cloud-based studio dashboard, which includes typical data such as viewer numbers and duration of time spent on a video. But more interestingly, it contains behavioural data, where customers can see what viewers interacted with, at which point in time, how long they spent looking at it and what they then went on to do afterwards.
WHEN PEOPLE TOUCH, THEY REMEMBER MORE , AND THAT EXPERIENCE HAS A FAR GREATER IMPACT
JANE, YOU DESERVE IT
feedzinesocial feedmagazine.tv
Powered by FlippingBook