By turning a Web page into a kind of interactive sales executive, this video player can both enhance customer experience and businesses’ understanding of that experience through advanced analytics.
Cleveland, OH (PRWEB) April 10, 2012
As the number of online video viewers in the U.S. is projected to increase to 169 million in 2012, Fathom is ready to offer its clients enhanced interactivity with a new video player. Fathom’s new video solution, INGAGE (stands for “interactive engagement”), features embedded “click-able” buttons that let users choose paths to other videos or external pages at their discretion. On account of the generally more active nature of online video consumption as compared to TV (via Nielsen research), the INGAGE player helps companies appeal to the more engaged and attentive Web video viewers by offering choices within the video itself.
Consistent with Fathom’s general approach to results-driven Internet marketing, the company is adding its new conversion-friendly video option to provide even greater value to its clients. Businesses will not only receive a powerful interactive video with user-friendly functionality, but also several additional regular videos to feature on their own landing pages or standard product/service pages.
“As U.S. online advertising spending on video is projected to increase by 50% from 2011 to 2012, businesses should be ready to maximize the value of their online video productions and differentiate themselves from the competition,” states Steve Kozak, Fathom’s Director of Video Production. “Our new video solution allows them to do that by increasing view times, conversions and the potential for direct sales leads from form integration. As savvy businesses look to capitalize on this fastest-growing segment of online advertising, we are eager to help them adapt to and learn from their audience’s viewing behavior.”
The video player’s detailed analytics offers insight into audience viewing behavior, such as number of views and average length of time spent watching. In addition to standard data, the analytics also shows information about critical paths and decision points, such as the percentage of viewers who request more information; how many stop viewing at a particular clip; the most and least popular path taken from each clip; and conversion rates per clip.
“By turning a Web page into a kind of interactive sales executive, this video player can both enhance customer experience and businesses’ understanding of that experience through advanced analytics,” said Kozak.
Fathom begins with the end in mind—achieving its clients’ financial objectives. As a full-service digital agency, it helps clients surpass business and financial goals in an ever-connected digital world. Ranked one of the top interactive search firms in the nation, Fathom delivers effective and high-return strategies that drive revenue at every digital touchpoint. Its proven expertise makes it an easy choice for mid-cap and large enterprises alike by offering simple and accountable solutions to a complex world.
The company has offices in Cleveland, Columbus, Detroit and San Diego.