AU2014203498A1 - Method and system for producing online video with an embedded call-to-action - Google Patents

Abstract

A method and system for producing online video with an embedded call-to-action comprising: producing a video following a sequence of steps in video production, determining the desired call-to-action element for the video, embedding the call-to-action element within the video using appropriate content management software, and making the video available online using appropriate hosting and social media integration software. Figure 1: software content management system and process Figure 2: video "thumbnail" image with "play" button Figure 3: Video with embedded "call to action" visible (in this case, action to view a report referred to in the video) A 5 §: - -------------

Description

AUSTRALIA Patents Act 1990 (Cth) COMPLETE SPECIFICATION TITLE OF THE INVENTION [0001] Method and system for producing online video with an embedded call-to-action. TECHNICAL FIELDS [0002] The technical fields of the invention are: audio-visual (cinematographic) work production, the use of such work in online and social media, online and social media advertising involving such work, and the process for displaying such work online with additional user interface elements. BACKGROUND OF THE INVENTION [0003] It is known that a very large number of individuals and organisations have access to the internet. [0004] It is known that audio-visual or cinematographic works ("video") can be produced and stored in a digital form, and then delivered over a digital network (for example, over the internet) for viewing by others online. For example, an individual with access to the internet, and therefore to the world wide web ("the web") may use a web browser with suitable video functionality to view such a video. Such a video is described as being "available online," or simply "online," when it is available to individuals and organisations to view. [0005] By way of further examples, video can be embedded in the displays generated by internet social media sites such as Facebook and Twitter ("social media"), or in email exchanged between internet users, and can easily be viewed by users of social media or users of email services, and shared by and among such users. An individual with access to social media or an email service may access social media sites or email services to view such a video and to share it with other such users. [0006] It is known that online advertising can be presented at the same time as online video or video on social media, including as an overlay of text or graphics on such video, or displayed as text or graphics adjacently to such video. Such advertising may be general or may be targeted to the viewer because of the advertiser's prior identification of the viewer or the viewer's interests. [0007] However, such traditional online advertising is typically not associated with, or only coincidentally associated with, the subject matter of the video, and is not produced by the producer of the video to operate in conjunction with the video. That is to say, online advertising for video, of the kind known in the art, is simply a display of advertising, not directly connected with the video or its producer, to take commercial advantage of the viewer's attention to the video for advertising purposes. [0008] Typically, online video (including its associated advertising) is viewed passively, similarly to the manner in which the viewer might view a traditional television broadcast (including its associated advertising). [0009] Typically, even where traditional video and its associated advertising has included a call-to-action, the action has not been with respect to the same media as that in which the video is displayed. For example, a broadcast video which includes a call to the viewer to telephone a certain number requires the viewer to cease their viewing activity and begin using another media or technology (in that case, the telephone). This results in potential or perceived disruption to the viewer, which leads to a comparatively lower response rate than that achieved by using the invention described in this specification. SUMMARY OF THE INVENTION [0010] One of the objects of the present invention is to allow advertisers to present a call-to action to the viewers of videos, and associated advertising, available online and through social media. The call-to-action invites, and is intended to provoke, a relatively immediate and active response by the viewer, in contrast to the passive consumption of traditional and online videos, and their associated advertising, in the absence of the invention. [0011] Another of the objects of the present invention is to provide a process for the production of videos for use online and on social media, and for the production and placement of embedded calls-to-action in such videos, which call-to-action is intended to provoke a relatively immediate and active response by the viewer. [0012] Considering that viewers of online video, and video available through social media or email, necessarily have access to the internet while watching such video, it is considered desirable by the inventors of the present invention that, according to one aspect of the invention, such video and its associated call-to-action should be used to encourage the viewer to take some relatively immediate action available to the viewer because of the online nature of the video, as a result of watching the video and responding to the call-to-action. Such action might take a number of different possible forms, including for example: downloading or viewing an associated document, purchasing a product, communicating with the producer of the video or some other person, providing certain feedback in respect of the content of the video, providing demographic or survey information, and so on. [0013] In this specification, the phrase "a call-to-action" is used consistently with the use of that phrase in other types of communications, and particularly in marketing communications, to mean instruction, encouragement or provocation to a recipient of communication to take further action, and is considered a highly desirable outcome of a marketing communication by those skilled in the art. [0014] In one aspect of the invention, the interface mechanism which allows the viewer of a video to take a relatively immediate action in response to a call-to-action might appear in the same space on the viewer's display as that in which the video is displayed. For example, the interface element may appear as an overlayed clickable button, a text entry element, or another well-understood user interface element. [0015] Such interface mechanism is described by the inventors and in this specification as an "embedded" call-to-action, because the mechanism which allows the user to take the action is embedded with the video by the producer of the video. [0016] Currently, the process of production of online video is not well-developed. In particular, the process of production of online video which may include an embedded call-to action is not well-developed. Another of the objects of the invention is to provide a process for the production of online video which incorporates an embedded call-to-action of the kind described. [0017] The present invention is a method and system for producing online video with an embedded call-to-action. [0018] The advantages of the use of the invention over the state of the relevant art is that the producer of an online video, or a video to be used in social media, has available a clearly defined process of producing and publishing such a video with an embedded call-to-action. A clearly defined production process has advantages in terms of production speed and cost, when compared with less specific and less well-defined production processes, which are well understood to those skilled in the art. An embedded call-to-action has advantages over traditional advertising associated with online video in terms of user response rates which are well-understood by those skilled in the art. BRIEF DESCRIPTION OF FIGURES [0019] Figure 1 is an illustration of an embodiment of the system in software which allows a publisher to embed a video in a web page. [0020] Figure 2 is an illustration of the appearance of an online video with an embedded interface element, being a "play" button. [0021] Figure 3 is an illustration of an online video with an embedded "call to action" interface element, being an action button. In this case the call-to-action is a button allowing the user to view a detailed report referred to in the video. DESCRIPTION OF EMBODIMENTS [0022] It is convenient to describe the invention in terms of preferred embodiments. However, the preferred embodiments are not to be construed as limiting the scope of the invention. The invention is applicable to a range of circumstances, and it is to be appreciated that other approaches to and embodiments of the invention are also to be considered as falling within the scope of the invention. [0023] As described in the above summary, the invention relates to a method and system to produce online videos with an embedded call-to-action. One embodiment of the invention is the production of online videos used for content marketing purposes or that may be used to increase direct sales to customers. [0024] The invention comprises a method and system for producing such videos.

[0025] One aspect of the invention is a method and system used in the pre-production, scripting and process used to produce video content. One embodiment of that method and system (described below) enables the producers of online video to identify and capture key messages or features of their business that enable them to build relationships with their customers and increase direct sales. The initial steps in this embodiment of this system are: (a) Conduct a workshop involving two or more stakeholders in the project to determine the key outcomes, key messages and an initial script outline. The workshop might, for example, facilitate a discussion about the following questions directed to the video production client who desires the video to be produced: (i) why does the clients' business exist? (ii) why is the video being made? (what are the key outcomes?) (iii) who is the target audience? (iv) are there any pre-existing materials? (v) what are the three key messages for your video? (vi) where will the video be implemented/embedded? (vii) what action do you want your audience to take after watching the video? (b) Produce a web video strategy document to outline the key aspects of video production and a conceptual overview of the video treatment; (c) Identify the talent for the video and the degree of training required; (d) Identify the physical location for shooting one or more videos, set-up props, lighting and sound; (e) Write a script for each video, working with key stakeholders of the business and talent who will be speaking in the videos; and (f) Film, edit and produce the videos. [0026] A further aspect of the invention is a method and system of incorporation of a call-to action within the online video content. An embodiment of this method or system allows businesses for which such videos are produced to give persons who view the video the opportunity to take a specific action during or immediately after watching the video content. For example, the viewer may be able to make a direct purchase, join an email distribution list, share the content or request more information about the content of the video. [0027] The method and system which provides this aspect of the invention enables businesses which publish such videos to determine what action they would like their customers or potential customers to take and provides such businesses with tools to implement this in conjunction with the video under production. [0028] The next two steps in this embodiment (continuing from the six steps (a)-(f) outlined above) are: (g) Hold a post-production meeting to review the call-to-action element of the initial workshop and web video strategy document; and (h) Identify the design and content elements for the call-to-action interface element. [0029] Another aspect of the invention is the design of a system and related technology to store relevant information relating to the video and the embedded call-to-action, otherwise known as the Content Management System ("CMS"). This CMS technology enables the video and embedded call-to-action to be linked together and provides businesses with the tools to implement the videos within websites, email and social media. [0030] The final steps in this embodiment (continuing from the steps (a)-(f) and (g)-(h) outlined above) are: (i) Hold a distribution meeting with the web-master responsible for the web page on which the video will be available to discuss the design and technology needed to distribute the online video with embedded call-to-action on websites, email and social media; (j) Embed the call-to-action interface element within the video content using the CMS; and (k) Create software codes necessary for businesses and their web masters to include video content with embedded call-to-action on websites, email and social media (see figure 1).

[0031] Another aspect and advantage of the invention is a method and system of increasing the return on investment ("ROI") of marketing activity, specifically content marketing activity, used by businesses, by developing a greater user response rate to online video. In one embodiment, online video statistics and call-to-action response statistics are obtained, recorded and analysed for each online video being monitored, using tools known to those skilled in the art of web content management. The statistics collected are then used to calculate ROI and also to adjust video content production and the call-to-action functionality. The steps required for this embodiment are: (a) Obtain and record the overall video statistics, for example number of views, viewer engagement; (b) Record the website and email traffic statistics, for example which users are viewing the videos, for how long, and through which channels, using existing tools known to those skilled in the art of web content management; (c) Record the call-to-action statistics, for example which users are activating the call-to action interface element, and what they are doing afterwards, for example buying a product, again using tools known to those skilled in the art; (d) Analyse the number of actions taken relative to the number of video views and videos produced to measure ROI; and (e) Undertake continuous improvement of videos produced and calls-to-action used. [0032] A further embodiment of the invention will now be described with reference to figure 2 and figure 3. [0033] A video is produced by the method and system described above. [0034] A reduced-size image ("thumbnail") is designed (see figure 2) as part of the online video post-production and distribution process described above. The thumbnail is designed to have impact with the business's customers and to integrate with the website, email and social media marketing. [0035] The thumbnail is embedded into the company's website and other digital marketing channels.

[0036] When a viewer clicks the "play" button on the thumbnail, the video plays in the current screen ("in-line") or opens in a separate window on the viewer's screen ("pop-up", "lightbox" or "i-frame"). The video content itself is hosted on different storage server from the company's main website (see figure 3) because online video hosting has special requirements which may differ from normal web site storage and hosting. [0037] When a viewer clicks on the embedded call-to-action in the video, for example "view report" in figure 3, the viewer is redirected back to the business's site and the page on which the report, in this case, is located. It may also be the case that the viewer is directed to an electronic purchasing web site and provided with the ability to purchase a product directly at that time. [0038] The method and system developed to produce online videos that have an embedded call-to-action creates a marketing product and channel with a predictable and repeatable formula. This product has a measurable impact on sales and a more clearly defined ROI than conventional video production or other marketing products and channels. [0039] Modifications may be made to the specific embodiments described above without departing from the scope of the invention described in this specification.

Claims (9)

1. A method for producing online video with an embedded call-to-action element, the method comprising producing an audio-visual work ("video"), embedding the call-to-action element within the video using appropriate software, and making the video available to users in a digital form.

2. The method in claim 1 where the embedded call-to-action element is an interface element which invites a response by the viewer during or immediately after conclusion of the video.

3. The method in claim 1 or 2 where the embedded call-to-action element invites a response of: downloading or viewing a document, purchasing a product, communicating with another person, providing feedback about the video, providing demographic information or providing survey information.

4. The method in any of claims 1-3 where a predetermined sequence of steps is used in the production of the video.

5. The method in claim 4 where the predetermined sequence of steps includes: the completion of a workshop and web video strategy document, the holding of one or more pre-production meetings, the identification of talent and location, scriptwriting, filming and editing.

6. The method in any of claims 1-5 where the embedded call-to-action element is identified and implemented after completion of filming and editing of the video.

7. The method in claim 7 where the identification and implementation of the embedded call to-action element is undertaken using the steps of: embedding the call-to-action element using content management software, and creating code necessary for the inclusion of the video content online

8. The method in any of claims 1-7 where statistics relating to the viewing of the video and the responses to embedded call-to-action element are obtained, recorded and analysed.

9. The method in any of claims 1-8 where the online availability of the video comprises availability of the video on a web page, on social media, or in an email.