Interactive Images Now Serve Up Video Content Too

Pixazza’s information cards — which reveal content and links related to products inside the image — now allow for video content right inside the card.

Standard Pixazza Info Card

The first video to be distributed in a Pixazza info card is a trailer for Universal’s Bridesmaids. The trailer is incorporated into info cards that launch alongside pictures of famous couples on entertainment sites partnered with Pixazza, such as Access Hollywood, OK Magazine, Just Jared, Celebuzz, Gossip Center and others. Readers of those sites will still “Get the Look” when they interact with an image — the content at the core of each info card is products that are visually similar to those in the image, as determined by Pixazza’s community of category experts — and will also be presented with an embedded video in the sponsored section of the information card. User controls allow viewers to turn on sound and to expand the video player.

Video Card Sponsored by Bridesmaids

What’s behind our thinking here? Two trends that seem at odds with one another.

Recent developments show that marketers are so eager to distribute their video ads that they’ve starting to paying consumers to watch them. Facebook has announced its system to award Facebook Credits to members who watch video ads, and some industry-watchers say others will follow suit. At the same time, recent research from Accenture (among others) shows that the vast majority of consumers (at least 75%) are viewing and interacting with online video.

Maybe consumers don’t like the quality of advertiser videos. Some ads, certainly, are just plain bad. But plenty of others are the kind of entertaining content that compel us to share them with friends. So perhaps another issue is that the right video ads aren’t finding interested consumers at the right time. In other words, maybe it’s a targeting problem.

We’re hoping these video-enabled cards might help with that problem. If objects inside images (tagged by real, live humans) can create a relevant connection between an ad and a consumer’s intent — the right video to the right viewer, sometimes a video that was created by an advertiser — it might just turn into a channel where 140 million people watch video ads without anyone having to bribe them to watch.

Related article at Digiday, Are Photos the Next Stop for 30-Second Spot?.

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