29 INTERACTIVE VIDEO FOCUS Wirewax
STEVE, DON’T FORGET HER BIRTHDAY PRESENT
You.i TV is a company that is capitalising on the desire for interactive video in the advertising space. It offers a software development kit for cross-platform video app development, which enables the use of non-interruptive immersive ad formats such as squeeze backs, lower-third placements, screen takeovers and pause- screen ads. Allan Isfan, head of adverts and connected platforms, says: “In the current media landscape, where viewer acquisition and engagement is everything, an ad model built on interrupting content is broken. The industry is primed for new ad experiences that keep interruptions to a minimum, leverage the real estate on digital platforms and give viewers a choice about how they engage with advertising video content.” He continues: “Advertising should be a value exchange between viewers and brands: In exchange for their attention, viewers gain access to content at more affordable rates. This is the key thing – attention – and brands need to seek out advertising models that engage and hold attention and avoid the multitask trap. The advertising models need to be as flexible as possible to let brands bring their message to life in novel and creative ways; and easy to deliver to all screens where viewers live.” CATCHING THE BUG
IT’S NOT BLIND FAITH. IT’S INTERACTION DATA; AN INSIGHT INTOWHAT PEOPLEWANT FROMVIDEO
“It builds up a whole spectrum of behavioural data points that Wirewax customers can use to provide a better exit experience, either by retargeting or delivering more accurate personalisation after the viewer pauses the video,” Garraway explains. “But also, we’ve found a lot of our customers are using this data to make better videos. For example, the BBC has been using our platform to make a TV show called Secret Life of Boys . It’s on its third series, and in each and every episode they make, they study the behavioural data to make better decisions about how to make the next episode.” He continues: “So, we’re actually seeing our technology disrupt the whole
production cycle, which is an exciting development, because it’s not blind faith. It’s interaction data; a real insight into what people want from video.” What brands and publishers do with this data is their own decision. The cloud-based toolset that Wirewax delivers has a certain number of tools, but it also has APIs that can be fed into other technologies and data ecosystem tools. Garraway explains: “So, we have customers who pull metrics about what’s happening inside an experience and then use them inside their own existing customer flow tools. We also have customers who use this data to make high-level decisions about how they’re going to educate their process.”
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