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BizReport : Advertising : June 17, 2013


Platforms hope to push interactivity

A new video lab and new platform integrations are setting up to help online businesses better tap into consumers' need for interactivity. Here's how:

by Kristina Knight

First, engajer has announced integrations with SalesForce, Zoho CRM, Pipeline Deals and SugarCRM, giving more sales teams the ability to import, filter and choose video content for their clients and sales leads. The engajer platform puts the client or viewer into the driver's seat with sales video content because the larger content pieces are broken down into small bits so that users can choose the most interesting or relevant pieces of the puzzle.

Kind of like the Choose Your Own Adventure books from the 1980s.

"With our new CRM integration, we take it a step further - empowering sales professionals to use interactive video to deliver a more personalized experience and better convert those leads into sales," said engajer founder and CEO Michael Castellano. "We developed the new CRM integration function in response to customer demand, targeting some of the most widely used CRM apps. We plan to expand it to other CRM apps as customers request them."

Finally, Unruly has launched the first social video lab, set up to help brands and content developers figure out what makes a video ad go viral. Knowing what pushing videos into the mass-share arena can be a huge boon to brands, who could then tap into that path with launching new products.

"Video is the world's fastest-growing ad format in terms of marketing spend, so it's really important that brands have their fingers on the pulse and allocate their marketing dollars wisely. Leaving it to luck simply isn't an option," said Sarah Wood, co-founder and COO of Unruly. "Our video distribution platform has delivered more than 2,500 campaigns since 2007, including record-breakers such as Evian Roller Babies and Dove Real Beauty Sketches. That experience, coupled with our proprietary technology and real-time social video analytics, will give brands access to the kind of detailed consumer insights, competition contexts and the global audience reach they need to fulfill their full potential when it comes to social video."

The lab is located in New York.

Tags: advertising content, advertising tools, engajer, online advertising, Unruly, video advertising










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