By: Eitan Koter
In a world where attention is the most valuable currency, OTT and Streaming TV platforms are in a constant race to captivate viewers and boost their revenue. One powerful strategy is integrating eCommerce directly into video content, turning passive viewing into an interactive shopping experience. This approach not only enhances viewer engagement but also provides a seamless path to drive sales by transforming your videos into dynamic sales tools. However, successfully embedding eCommerce into video content requires overcoming several technical and content-alignment challenges. This article explores the process of adding eCommerce products to your OTT and Streaming TV systems.
The Concept of Shoppable Videos
Shoppable videos are revolutionizing the way content is monetized in the OTT and streaming TV industry.
By embedding product links directly into video content, these videos allow viewers to purchase featured items with just a few clicks, creating a seamless integration of entertainment and shopping. The benefits of shoppable videos are manifold—enhanced viewer engagement, increased conversion rates, and a more interactive viewing experience. Shoppable videos provide strategic advantages for OTT and streaming TV providers looking to diversify their revenue streams.
Leveraging the Vimmi Platform for Shoppable Video Integration
Video eCommerce platforms such as Vimmi provides a flexible and effective solution for integrating eCommerce into video content.
Vimmi enables OTT and Streaming TV providers to easily incorporate product links into their videos, offering tools such as dynamic search, precise time-specific product display, and seamless embedding options. By utilizing Vimmi, providers can transform their video libraries into interactive shopping experiences, enhancing the value of their content.
Adding Shoppable Videos to OTT and Streaming Platform
Adding shopping options to existing OTT and streaming TV systems using a platform like Vimmi can enhance viewer engagement and provide additional revenue streams. Here are key ways Vimmi.net can integrate shopping video options to OTT and Streaming TV platforms.
In-Video Product Tagging
Identify items in shows or videos, tag them, and allow viewers to click on the items and purchase them directly from the video. This can be seamlessly integrated into OTT and streaming platforms, making it easy for viewers to shop without leaving the content. This increases viewer engagement and provides an interactive shopping experience, encouraging impulse purchases while watching content.
Interactive Video Ads
Ads or TV video commercials can include interactive features that allow viewers to explore products within the ad itself. These ads can include direct links to purchase items or learn more about products, all without interrupting the viewing experience. This provides a more engaging ad experience and offers a direct path to purchase, which can increase ad effectiveness and sales.
Shoppable Video Playlists
The OTT service provider can set up shoppable video playlists that allow viewers to watch a curated set of videos featuring products for sale. Each product can be purchased directly through the platform, making it easy for viewers to shop as they watch. This allows for thematic shopping experiences, such as a playlist of fashion items, home goods, or electronics, increasing the likelihood of purchases.
Integrated Checkout within the OTT Platform
The OTT or Streaming TV platform can integrate a shopping checkout system directly within the OTT or streaming platform, allowing viewers to add items to their cart and complete purchases without leaving the app or website. This reduces friction in the purchasing process, leading to higher conversion rates and customer satisfaction.
Personalized Shopping Suggestions
User data such as viewing history, interaction preferences and other activities can be used to offer personalized shopping suggestions. These suggestions can appear as banners, sidebars, or within the video player, offering viewers products that match their interests. Personalized suggestions can lead to higher engagement and increased sales by showing viewers items they are more likely to buy.
Affiliate Marketing and Commission Sharing
Movies, tv shows and other video content can be integrated with affiliate marketing offers where content creators or platform owners earn commissions on products sold through their content. The platform can track these sales and distribute earnings accordingly. This incentivizes content creators to integrate shopping into their videos and promotes a broader range of products through various channels.
Live Shopping Events
OTT and Streaming TV platforms can be set up to host live shopping events where products are demonstrated live, and viewers can purchase them in real-time. This can be integrated into existing content or as standalone events. Live shopping events create a sense of urgency and excitement, leading to higher viewer engagement and immediate sales.
Content-Based Recommendations
Viewing histories can be analyzed to suggest related products in real-time. For instance, if a viewer is watching a cooking show, the platform can suggest kitchen appliances or ingredients featured in the show. Contextual shopping increases relevance and the likelihood of purchase, enhancing the overall viewing and shopping experience.
Social Sharing of Purchases
The OTT and Streaming TV platform can include options for viewers to share their purchases on social media directly from the OTT platform, encouraging others to watch the same content and shop for the same items. This drives additional traffic and potential sales through social proof and word-of-mouth marketing.
Final thoughts…
Transforming OTT and Streaming TV platforms into interactive shopping experiences is no longer a concept of the future.
From shoppable videos to personalized shopping suggestions, the integration of video commerce into video content not only increases engagement but also opens up new revenue channels.
In this article, I have attempted to demonstrate how Vimmi serves as a key tool in making this transformation both effective and efficient through the integration of shoppable videos and in-video product tagging.
About the Author:
Eitan is the Co-CEO of Vimmi, a video commerce platform that empowers brands to create shoppable video experiences across social media, marketplaces, and websites. With over two decades of experience in media, eCommerce, and telecom, Eitan is a seasoned leader in the industry. He also hosts the “eCom Pulse” podcast, where he interviews industry leaders and shares the latest e-commerce trends and insights.