BACKGROUND

In recent years, the widespread adoption of TVs, smartphones, and social media has made video media the most prevalent form of content. However, as we move into an era where anyone can easily produce and consume videos in large quantities, content saturation has become a significant challenge. This has resulted in decreased engagement and conversion rates for individual videos. While smartphones offer unique touch interfaces distinct from traditional TVs, the media format has remained largely unchanged. To adapt to this evolving landscape, it is essential to adopt new approaches to video production that capture viewer interest, increase viewing time, and enhance engagement.

Implementation items

Gesture Interactive Videos (GIV) have been adopted by numerous national brands. In digital campaigns for hair care products, GIV has successfully allowed viewers to experience the process of using the conditioner through gestures. This enables viewers to consider purchasing with a deeper understanding and emotional connection to the product. Compared to traditional video advertisements, the call-to-action (CTA) and click-through rate (CTR) increased by approximately 200%. GIVs are also utilized in e-commerce, where all product images for online clothing sales have been replaced by GIVs. This allows customers to rotate models wearing the products 360 degrees, thoroughly examining their features, functionality, and fabric texture. As a result, product views increased approximately sixfold compared to traditional product images. These examples demonstrate how GIV can offer consumers a rich "experience" of the product in a variety of settings.

Technical features

Gesture Interactive Videos (GIV) represent a breakthrough in transforming traditional video content into immersive interactive media. Since viewers can interact with the videos, they can enjoy, understand, and develop an emotional connection to the content, thereby enhancing viewer engagement. By allowing viewers to influence the storyline through gestures, they can navigate or branch out scenarios of GIV, which provides personalized viewing experiences to them. GIVs do not require dedicated applications or plugins. They are accessible via standard web browsers on smartphones, tablets, PCs, and large touch panels, eliminating the need for additional downloads and enhancing conversion rates. As a new media tailored for the smartphone generation, GIVs are poised to become a powerful marketing tool, offering an engaging alternative to conventional video advertisements.