Inside the Lab

Much has been written in regard to the value of video within the online shopping cycle. Recent studies have shown that when product video is added to online retail sites it can lift conversion rates for product information requests and purchase. It certainly makes sense–if you can’t interact with the product in person, get a sense for what that is like by watching video–it’s the next best thing to being there.

Understanding how video can support the shopping cycle is critical to determining what type of information to include in that format. As an industry leading automotive portal, Vehix has integrated digital video as one of their core information pillars, delivering content like crash tests, reviews and test drives. Video has the advantage of being able to communicate a lot of detailed information in an engaging format. And, with cars, there is an endless stream of data that can be evaluated to help make an informed decision.

However, based on years of consumer site usage, Vehix has observed that it’s not just data that consumers are looking for. During the automotive shopping process, which is typically three to six months, and even after a purchase, consumers go online to learn about maintenance, technology advancements, events and road trips. Based on consumer need, Elastic Lab worked with Vehix to create several series of videos ranging from shopping tips, consumer video reviews, automotive adventures and how-tos. And, proving once again that “content is king”, the more video that Vehix posted, the more video consumers viewed. Over the course of the past eight months, and the integration of nearly one hundred new videos, video pages per visitor increased by 56%, generating more engagement with the site and garnering increased revenue from advertisers.

As Vehix continues to expand their video library, they remain focused on their goal to provide targeted video episodes that meet specific needs of niche audiences–first time buyers, used buyers, families, and more–in order to make the content as relevant as possible to both consumers and advertisers alike.

– Krista Nicholson

My friends at Publishing Perspectives recently wrote about Anthony Zuiker’s latest creation, the digi-novel. Zuiker masterminded the CSI franchise and spent this week launching a new one. Billed as an “immersive storytelling experience,” the digi-novel moves readers across different media—you read a few pages in a physical book, then log on to a website to watch a short video “bridge” to the next chapter. About an hour of original video accompanies the first book, and Zuiker promises you’ll recognize the actors who appear onscreen.

Level 26: Dark Origins will be released on September 8 and tells the story of forensic operative, Steve Dark. I’ll let you find out more about the premise on your own, but suffice it to say, it’s grisly stuff. Level26.com launched Thursday and includes a social community where readers can connect. The entire experience is being showcased today at Comic-Con.

This week’s coverage has generated a lot of comments about Hollywood egos and the sad state of traditional media, but surprisingly few about embracing innovation as a way to help shape the future of our respective industries. As a book lover, I don’t know if I’ll like the digi-novel experience. As a video producer, I’m intrigued. So in spite of my aversion to extreme grisliness, my copy of Level 26 is on pre-order.

- Julie Morey