Video commerce is set to be the next big thing. With connected TVs predicted to hit 110m globally by 2014 (Internet Advertising Bureau) it’s no surprise that some companies are developing connected TV strategies now.

Marks and Spencer is a great example of creating video content that has call-to-actions embedded in its player. The video on M&S TV will play and as it does tabs on the right highlight the featured products as they appear, then the viewer can click through to the corresponding e-commerce page.

Furthermore, M&S have shared this synchronized video player on Facebook. The player has all the same functionalities allowing M&S to merge content, commerce and social seamlessly.

This video success is a perfect example of video monetisation. When implemented sales on some products increase by 90% and after more than one million minutes of video broadcasted the click-through rate was as high as 30%.

According to an article published in  NMA today “Videos that feature click-to-buy offer conversion rates are an altogether more effective way of measuring value than click-through rates. Given the benefits are so abundantly obvious, it seems bizarre more brands haven’t adopted the same route.”

While some people may think this is a fad, M&S like Debenhams and Thomas Pinks in the UK are setting themselves up as the forward thinkers and trend setters of this new connected TV strategy wave. The online behaviour of customers accustomed to clicking and buying directly from the internet video channel will simply be transferring the habit from online to a any other connected device, TV in particular.

Video commerce strategies, the stepping stone to connected-TV strategies and the new thing to keep in mind for FMCG brands….?

Elle Olivier
Marketing Co-ordinator