The challenge for many of today’s marketers isn’t just creating content, it’s creating content that stands out from the rest of the online clutter. Whether in the business or consumer space, content marketers want to know why they should invest in interactive content, how they can prove their investment and show ROI, and how other companies are succeeding with interactive content. The answer lies in positioning your customer at the center of the online experience. But how do brands accomplish this?

1. Start Involving and Stop Ignoring
INTERACTIVE CONTENT
IS THE NEW 'CONTENT':
#BoomboxRaptMedia

2. AGENDA
• PERFECT STORM
• TECHNOLOGY
• "MILLENNIALS"
• BENEFITS OF INTERACTIVE CONTENT
• STRUGGLE OF INTERACTIVE CONTENT
• HOW TO MAKE CONTENT THAT WORKS
#BoomboxRaptMedia

3. Owen Fuller, Chief Evangelist, Boombox
@owenfuller
#BoomboxRaptMedia
Caleb Hanson, VP Product, Rapt Media
@calebhanson

4. #BoomboxRaptMedia
At Rapt Media, we are building the future
of video. Our interactive storytelling
technology gives marketers and content
creators entirely new ways to tell
personalized stories across all devices.
RAPT MEDIA

5. #BoomboxRaptMedia
Rapt Media offers the power to engage, turning viewers
into participants and interactions into insights

6. #BoomboxRaptMedia
The worlds most engaging quizzes, polls and lists

7. #BoomboxRaptMedia
Powering millions of engagement from the
worlds best publishers, brands and agencies

8. PERFECT STORM
#BoomboxRaptMedia

9. #BoomboxRaptMedia

10. AND IF WE DON’T ADJUST…
THE FUTURE IS SCARY
#BoomboxRaptMedia

11. • 30% of the population
• “Digital Natives”
• In Control of their destiny
• Skeptical, but idealistic
• Video gamers
MILLENNIALS

12. MILLENNIALS
A HUGE BUCKET
WANT TO BE IN THE DRIVER'S SEAT
CAN'T BE BARKED AT OR SOLD
WANT A REAL DIALOG, WANT TRANSPARENCY
#BoomboxRaptMedia

13. TECHNOLOGY
-MULTIPLE SCREENS, MANY TABS
- INTERACTIVITY IS EXPECTED
- AD BLOCKERS
- HTML5 VS. FLASH
- INUNDATED WITH IRRELEVANT ADS (EVEN THE
TARGETED ONES, INFERENCE VS. CHOICE)
#BoomboxRaptMedia

14. POWER OF CHOICE
#BoomboxRaptMedia
WHEN VIEWING CONTENT:
• 86% OF CONSUMERS WANT TO BE ABLE TO CONTROL THE
TOPICS THEY SEE ON NEWS SITES.
• 56% OF CONSUMERS LIKE CHOOSING CONTENT THAT IS
RELEVANT TO THEM.

15. BENEFITS OF INTERACTIVE CONTENT
ENGAGEMENT
CONVERSIONS
DATA
#BoomboxRaptMedia

16. PASSIVE VS INTERACTIVE CONTENT
#BoomboxRaptMedia
Conversions
Educating Buyer
Differentiating From Competitors
Being Shared
36% < 70%
70% < 93%
55% < 88%
17% < 38%

17. PASSIVE VS INTERACTIVE CONTENT
#BoomboxRaptMedia

18. QUIZZES – THE SECRET WEAPON
#BoomboxRaptMedia
82% click to conversion rate
78% completion rate
2:27 average time
14% lead conversion rate

19. QUIZZES – THE SECRET WEAPON
#BoomboxRaptMedia

20. STRUGGLE OF INTERACTIVE CONTENT
#BoomboxRaptMedia
HARDER TO THINK IN 4 DIMENSIONS
NEED MORE CONTENT
ZOMG, TECHNOLOGY IS HARD
- GLOBAL DISTRIBUTION
- DEVICES, BROWSERS, OPERATING SYSTEMS
- PUBLICATION IN "HOSTILE ENVIRONMENTS"

21. MAKING CONTENT THAT WORKS: 7 RULES
#BoomboxRaptMedia
1. DO SOME RESEARCH, GET INSPIRED
2. BUILD FOR YOUR KPIS
3. MAKE THE CHOICES MEAN SOMETHING
4. THINK OUTSIDE-IN
5. MOBILE MOBILE MOBILE
6. PROVIDE AN INTERESTING RESULT OR SHAREABLE INSIGHT
7. LEARN, ADAPT, IMPROVE

22. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia

23. #BoomboxRaptMedia
#1 - DO SOME RESEARCH, GET INSPIRED

24. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia

25. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia

26. #2 - BUILD FOR YOUR KPIS: INCONTACT
#BoomboxRaptMedia
•Doubled conversions
!
•126% increase in time on site
!
•Sales team gathered valuable data
based on user interactions with video

27. #3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV
#BoomboxRaptMedia
AB InBev - 20
Interactions per
play + 15 mins
per session

28. #4 - THINK OUTSIDE IN: ZENNI OPTICAL
#BoomboxRaptMedia

29. #BoomboxRaptMedia
#4 - THINK OUTSIDE IN: ZENNI OPTICAL

30. #BoomboxRaptMedia
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0:24
82%
#4 - THINK OUTSIDE IN: ZENNI OPTICAL

31. #BoomboxRaptMedia
Top revenue-generating channels included:
• Organic Search: $143,692
• Email: $126,674
• Paid Search: $103,545
Traffic to the quiz landing page: 573,338 unique visitors
Revenue: $1,167,746.21
9,655%
Return on Investment:
#4 - THINK OUTSIDE IN: ZENNI OPTICAL

32. #5 - MOBILE MOBILE MOBILE: PHILIPS
#BoomboxRaptMedia
• Average mobile interactive video viewing time
exceeded 4 minutes
• Average viewer interacted 3-4 times
• Increased purchase consideration by 6%
• Increased sales 16% as direct result of the campaign
• Unprecedented data insights
• And it was an award winner —
Effies, Mashies

33. #6 - PROVIDE A RESULT / INSIGHT
#BoomboxRaptMedia
0 likes, 6 comments
taken 70k times
over 750k social lift

34. #BoomboxRaptMedia
#6 - PROVIDE A RESULT / INSIGHT

35. #7 - LEARN, ADAPT, IMPROVE: GAIAM TV
#BoomboxRaptMedia
•Doubled Sales
!
•3X Increase in shopping cart
completion
!
•5X increase in CTR
!
•Reduced clicks to purchase

36. Caleb Hanson
VP of Product, Rapt Media
@calebhanson
Start Involving and Stop Ignoring
</ INTERACTIVE CONTENT
IS THE NEW ‘CONTENT' >
Owen Fuller
Chief Evangelist, Boombox
@owenfuller

37. CHOOSE A TYPE AND TITLE
#BoomboxRaptMedia
RIGHT ANSWERS NO RIGHT ANSWERS

38. CHOOSE A TYPE AND TITLE
#BoomboxRaptMedia
Choose a compelling title:
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hardest ___ quiz
• Are you a true ____?
• ____ or ____

39. EXCEEDING EXPECTATIONS
#BoomboxRaptMedia
wildest dream was 1,000 people would take quiz.
70k have taken it today