Content That Outlasts The Oscars

Content That Outlasts The Oscars

Why interactive video grabs attention—and holds it.


Quick: Who won the Best Actor Oscar last year? Can’t remember, can you?

That’s because the annual Academy Awards ceremony—coming up Sunday, February 9—is built for one thing: immediate impact. America works itself into a lather right till the stars hit the red carpet. And then, like clockwork, the event lumbers through 3-plus hours and the entire night promptly vanishes into the ether.

Oscar certainly knows how to grab attention—but falls way short when it comes to stickiness. Which is a luxury those of us in the content business do not have. Yes, we need to engage our clients’ audiences. But without messages that land and stay with those audiences—and drive action—there will be no statuettes for us.

Which brings me to video. We all know that in a digital space increasingly dominated by motion and visual stimulation, video delivers impact. In two years, Cisco research has predicted, 82% of worldwide internet traffic will come from video downloads.[1]

Last year, the average person spent six hours and 48 minutes a week watching online videos, up a remarkable 59% from 2016, according to Limelight figures. [2]

But will those videos sustain engagement? Will click-happy viewers stay with the story long enough to remember its key message? Often, the answer is no—which is why we’re increasingly turning to interactivity. As their name suggests, interactive videos require something more than eyeballs. Instead of simply passively viewing a video, viewers can actually get involved and that helps to retain a message. Select a chart for deeper information. Choose the outcome you’d most like to see. Design this room to suit your taste.

More involvement means more engagement. Consider a Magna study that found digital users spent 47% more time on interactive video ads than their one-way cousins. [3]

If a video is made well — with a compelling story arc, graphics and music — you might watch a 90-second video on the growth of an Indian paint company. But metrics show that if we give you the power to tap on a graphic to elicit more information particularly interesting to you — if we move you to more active involvement — you’re more likely to stay till the end. And more importantly, to remember the information and take further action.

We’re continuing to dig deeper to find new ways to make video and all content more effective at connecting our clients with their audiences. While Hollywood buzzes over Oscar, we’ll keep our eyes planted firmly on that prize.


[1] Cisco.

[2] Limelight.

[3] Magna.

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