Zmags’ stance on video and rich media has been that videos should not only be part of the marketing plan, but should be fully integrated into the shopper’s purchase path, as they can add value and engage in a way that other types of media cannot. A Google Insights study done on videos related to TV purchases found that after viewing videos, a majority of shoppers researched more information, look up store locations, and took action.
The hard part is creating original, engaging video content. That’s the nut we’re all continually trying to crack. The easy part is that there are a number of different ways to implement video into publications, so that video content can be seen by different types of users in a variety of different formats.
Adding Video to a Zmag Digital Publication
Deploying a video in a Zmags publication is as easy as Drag and Drop. Most file types are accepted, and the Publicator has an automatic conversion process upon upload, so that the video file becomes useable for the publication, with no additional work required from the user.
Embedding a Video using a Widget
What’s meant by “embedding” is inserting a piece of code or series of letters into your publication so that a video appears on the “front end”, as opposed to uploading a video into the media library. Zmags’ HTML5 IFrame Widget allows for easy embedding of YouTube videos by combining the video’s unique YouTube ID with a url format for embedding.
Streaming from an external source
Instead of uploading a video or embedding one, the user can stream a video from an external source. In order for this to work, however, the external server (i.e. video source and owner) must allow the publication access to the media by installing a small .xml file to the root of the website. So while the owner of the publication does not necessarily need to own the video and source, he/she would at least need to have pre-arranged permission in order to create that connection.
This is sometimes the preferred route if a publisher has pre-existing videos and wishes to implement them in a publication, but the videos are too large to upload directly.
The best route for implementing a video into a digital publication will vary based on source and size, but it should always be straightforward using one of the methods shown above. Video cannot be overlooked or under-stated in today’s digital landscape, and Zmags wants to make it as easy as possible for retailers and marketers to show engaging videos to their audiences.
How are you integrating video into your marketing mix?