Video on your fingertips: e-motion-touch video interactive platform to "see" that is "income"

A few months ago, "you from the Stars" was very hot. The circle of Friends is not full of fried chicken beer, is the lipstick, foundation, clothing, shoes collection. Fans are trying to find the secret behind the video. If the video can move, you can look at one side, meet the likes of the collection of how good?

E-motion is such a point-and-touch video interactive platform that transforms the objects and characters in the video to a point of contact through mte™ (Motion touch-enable) technology. The video Viewer can learn more about objects, characters, etc. in the video by gently touching them. While watching commercials, you can also jump directly to buy or share items with friends.

Unlike a regular video, if the user sees the E-motion flag on the player, it is an interactive video that can be touched. When the viewer finds an item in the video, it clicks and adds a label, and the product goes into the Favorites folder, and the user can view the product information or go to the purchase page when browsing the favorites. The E-motion team said the video tagging technology had been patented in the United States.

In fact, interactive video has long existed, foreign countries have similar attempts. But video quality is often limited by technology, for example, each click will cause the video to be suspended, or only click on a few items in the Video bomb window. Not only is the viewing experience discounted, but the number of items that can be touched is also very limited. Therefore, how to solve the protection of video fluency, and a lot of information into the video is the key.

The advantage of mte™ technology is four points:

1 Increase participation: The video becomes more interesting, can promote interaction with the viewer, enhance the video viewing time length;

2 video Content commercialization: Simple click on the product information can be understood to help the viewer to see with the point. At the same time, touch video also supports sharing, forwarding, enhance the effectiveness of advertising; and, mte™ technology will also count video as a part of searchable information, optimize the promotion effect;

3 Consumer Interaction: E-motion will collect records of each user's touch, when the commodity price, discount, they will receive the corresponding reminders, thus helping the cooperation of brand precision marketing, redirect users;

4 Data Analysis Technology: Merchants can determine the brand's influence and promotion effect through the amount of video clicks. In the past, the video ads appear in the streaming media programs in the title, the end, the audience will often selectively ignore, resulting in the actual browsing is far below the amount of playback, the effect is difficult to meet the requirements of advertisers. Using the touch as the KPI of the advertisement, the number of video playback will be calculated more accurately.

These characteristics seem to e-motion put on a hint of shopping guide attributes. However, unlike other shopping websites, E-motion's profit model relies mainly on video label advertising, which is a business-to-business route, which is to cooperate with the brand. Compared with the traditional internet advertising according to the amount of clicks, browsing volume charges, e-motion according to the "touch" point of contact number. After processing the video will be embedded in different products, and the audience each touch of the object, are similar to a browse or click. At present, e-motion in accordance with the number of touch to develop a different set of packages, excessive will be to advertisers to carry out additional charges, and mobile phone traffic packet.

In the future, E-motion will also try the Business-to-consumer mode. The processing of video will not only come from advertisers, brand dealers, but also consumer individuals. Users can upload videos and label items according to their preferences. When the video is played or even touched, e-motion is divided into advertising fees with the video producer.

E-motion video will be mainly used in fashion, electric business, education, film, television, education and other fields, through the embedded information, enhance the interactive nature of video. At present, the team is mainly located in Hong Kong, composed of 6 ~ 7 members. They are responsible for product development and video production, as well as marketing and promotion. According to 36 Krypton, the team has won the million-dollar a-round financing, and the next step will be to expand China's cooperation.

Talk a little bit about your personal opinion. How to turn advertising or big data into direct purchases has been a problem for the Giants. Facebook began testing the buy button, which allows users to purchase goods directly in the information flow ads, Amazon also launches Fire phone, and tries to use mobile data to understand user preferences. In the past, marketers often used "clicks", "Browse volume" as the advertising KPI. But these figures are very easy to fake, resulting in "quantity" but far from the "quality". And every click of the touch video represents the true appeal of the user, and the collected data can help advertisers in turn to redirect accurately. and touch technology combined with the electric business Shopping Guide, will click directly into the purchase, would not be the next form of advertising?