Research reveals shoppers care more about quality and content of video than length, and that video plays influential role in their buying decisions
January 25, 2012

AUSTIN, Texas- Invodo®, the only full-service video partner for business, today announced the company has commissioned the first-ever comprehensive study on how consumers embrace video in a retail context, revealing that many of the common perceptions about how video is used in shopping are actually incorrect. Conducted in partnership with the e-tailing group led by President Lauren Freedman, the research shows consumers care more about the quality and content of the video than the actual length of the clip – a departure from the widely accepted notion that retail-related videos should stick to approximately 30 seconds in length. The results demonstrate consumers expect video as part of their shopping experience, and rely on it when making purchase decisions.

“Up until now, retailers have had to make decisions about video without getting information from the most important stakeholder – their customers,” said Craig Wax, CEO of Invodo. “In learning from consumers themselves, it’s clear that shoppers are comfortable with video, they watch it when they find it, and it can play a significant role in the buying process. This research delivers powerful insight that will help us create even stronger and more effective video content for our clients.”

In a surprising turn, Invodo’s survey revealed that a variety of common assumptions about video are off-base, as video is far more critical in aiding purchasing decisions than previously shown:

Myth: 30-seconds is the sweet spot for video; shoppers will abandon videos after a certain time because they have very short attention spans.

• What the research shows: Length of videos doesn’t matter as much as the quality and type does. People don’t abandon a video because it’s gone past a certain time; they abandon the video when it’s not telling them something that’s useful for their decision-making. Videos that educate and demonstrate are given the greatest attention and consumers will watch them multiple times prior to purchasing a product.
• Over a third of consumers (37%) spend more than three minutes watching product videos that educate or demonstrate.
• 66% of consumers watch videos on information-intensive products two or more times.

Myth: The use of video on websites is a “nice-to-have” feature to help improve the user experience.

• What the research shows: Video plays a significant role and is a more important investment than many brands realize, given how much of an impact it has on purchasing decisions. Shoppers want, expect and watch videos to increase their understanding of a product or service they’re considering buying, and to feel more confident about their purchase.
• 66% of consumers report seeing a product demonstrated in a video makes it much easier for them to understand how it really works.
• 52% of consumers shared that watching a product video before purchasing an item online makes them more confident in their decision and less likely to return that product.

Myth: More casual, “YouTube-style” videos produced in-house can be seen as authentic, and are effective in building credibility and demonstrating products.

• What the research shows: Professionally-produced videos with quality lighting and sound matter a lot to shoppers. Consumers appreciate high quality video production, and professionally generated videos receive greater engagement and are seen as more reliable when making purchase decisions.
• More than half of consumers (54%) cited a preference for watching more “polished” professionally produced videos.
• While only 30% of respondents indicated they were inclined to buy a product as a result of watching user-generated videos from peers, more than 47% of consumers called professionally produced videos “more reliable” in helping make purchase decisions.

Russ Somers, director of marketing for Invodo, and the e-tailing group’s Freedman will present key findings from the study and release the full report during a webinar on Wednesday, February 8, 2012. The webinar, entitled “Captivating Consumers through Cross-Channel Video,” will highlight insights uncovered by the study and what the implications are for online and multichannel merchants. To register to attend, visit: http://bit.ly/CaptivateConsumersWebinar.

As video technology is being used by retailers and brand manufacturers to inform, entertain, educate and aid in selling product, the goal of the survey was to understand current product video consumption habits and the role these videos play in consumers’ online browsing and buying behaviors. The study explores data from a November 2011 online survey conducted by the e-tailing group, which was fielded to 1,039 consumers (50% female / 50% male) who have watched product videos on retail or brand manufacturer websites.

To learn more about how brands are using video, and to see examples of videos created by Invodo, visit www.invodo.com.

About Invodo
Invodo helps businesses sell more through the power of video. A full-service video solution for business, Invodo creates high-quality product video at scale and develops new technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands. For more information, please visit www.invodo.com.

Contacts
Matter Communications for Invodo
Matt Mendolera-Schamann, 978-499-9250 x243
Invodomatternowcom

Product Video an Important Part of Consumer Online Shopping Behavior
December 5, 2011

AUSTIN, TX-Invodo(R), the only full-service video partner for business, today revealed Cyber Monday data collected from its online retail client network that shows an 813 percent year over year increase in video views on retail sites. This data, collected from the same retail sites that were tracked for Cyber Monday in 2010, reveals a significant increase in consumers’ use of product videos on shopping sites.

Qualitative data from Invodo’s Ratings and Comments feature confirms that Cyber Monday shoppers saw high value in video as a shopping tool. As one purchaser on a major apparel retailer’s site commented, “One word, AMAZING!” Another purchaser on the same site said, “Great innovation. I like the video and close up views versus reading text.”

“Especially during the holiday season, consumers rely heavily on online shopping for gift buying. Video can provide confidence that the best items are being purchased without the buyer actually seeing the product in the store,” said Craig Wax, CEO of Invodo. “Those retailers that kicked off video initiatives as soon as they recognized the growing trend in consumer behavior are reaping the benefits as video continues to become expected and demanded by consumers on various devices.”

Invodo helps businesses like Bizchair.com, Crocs, Golfsmith, Lenovo, Living Direct, Moosejaw Mountaineering and Office Depot grow through the power of video. A full-service business video solution, Invodo creates high-quality content at scale and develops leading technology to implement and deliver online product video on retail sites and other points of consumer influence.

Other information gathered through the Cyber Monday tracking:

• The sharing of product videos via social networks and email is also an
  increasing trend. Facebook and email each accounted for 43 percent of
  sharing.
• Custom comments provided by shoppers proved that consumers gain value
  in being able to see products in action, especially for apparel items
  that could be seen on an actual model.
• Ratings showed that videos produced by Invodo were rated at 4.3 out of
  5 stars, a higher average than videos produced by others sources,
  backing up Invodo’s decision to focus on and develop solutions for the
  specific needs of eCommerce.

“The Holiday season is a great time to collect insight on shopping behaviors because you can acquire a high volume of data in a short period of time,” continued Wax. “Gathering this information helps us continue to provide data-backed insight to our clients and ensure our own roadmap stays ahead of industry trends.”

See examples of videos created by Invodo at www.invodo.com

About Invodo Invodo helps businesses sell more through the power of video. A full-service eCommerce video solution, Invodo creates high-quality product video at scale and develops new technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands. For more information, please visit www.invodo.com.

Invodo Contact
Jen Cadmus
jcadmusinvodocom
512-934-8350

Leading full-service video provider to distribute video via industry’s most trusted CDN
October 11, 2011

AUSTIN, Texas – Invodo®, the only full-service video partner for business, today announced it is working with Akamai Technologies, Inc. (NASDAQ: AKAM), the leading provider of cloud optimization services. Invodo’s scalable video production and video platform technology will be combined with the Akamai Intelligent Platform for Invodo customers such as AutoZone, Crocs, Lenovo, L’Occitane, The Sports Authority and Office Depot (NYSE: ODP).

“We create and deliver high quality video at scale to increase business for our customers. The content delivery network is a crucial part of that process,” said Craig Wax, CEO of Invodo. “Since Akamai is already serving many of our current and prospective clients on a global basis, it’s a natural fit to integrate the Akamai Intelligent Platform and site acceleration services into our video platform technology.”

Invodo helps businesses grow through the power of video. A full-service business video solution, Invodo combines the creation of high-quality video at scale with its proprietary video platform technology to influence consumers online, on mobile, and at other consumer touchpoints. The Invodo solution benefits major retailers, brands and service companies.

“Invodo has produced the kind of high-quality video content that is designed to help us sell more products,” said Barry Litwin, VP of Global Ecommerce at Office Depot. “Like many retailers, we rely on Akamai for site acceleration and content delivery services, so this partnership makes Invodo’s offering a great strategic fit for our e-commerce business.”

Akamai delivers between 15-30% of all Web traffic for retailers and other companies. The Akamai Intelligent Platform is designed to make it easier for retailers and companies to be successful online by ensuring performance, instant scalability and security across its globally-distributed platform of servers.

“Our eCommerce clients have been asking for an integrated eCommerce video solution that includes production as well as hosting, streaming and analytics,” said Ravi Maira, Akamai’s Vice President of Site Performance Products. “By working with Invodo, our goal is that our joint eCommerce customers will benefit from our combined offerings by providing their audiences a truly integrated eCommerce video experience.”

About Invodo
Invodo helps businesses sell more through the power of video. A full-service eCommerce video solution, Invodo creates high-quality product video at scale and develops new technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands. For more information, please visit www.invodo.com.

Invodo Contact
Jen Cadmus
jenthedialoglabcom
512-934-8350

Videos Reach Customers Where They Shop via Invodo Syndication Network
August 2, 2011

AUSTIN, TX–(Marketwire - Aug 2, 2011) – Invodo®, the only full-service eCommerce video partner for online retailers, today announced that Summit Toy, award-winning manufacturer of innovative learning toys including Zillionz™ and Backyard Safari™, is working with Invodo to create online product video that will increase sales for the toymaker and its retail partners. Summit Toy chose Invodo video solutions because Invodo offers the three key elements of any online video initiative: content production, technology platform and delivery network.

“As a popular toy manufacturer, we sell our products through many well-known retailers as well as via our own website,” said Melvin Wells, VP of Sales for Summit Toy. “It was important that we find a company that could not only create effective video and provide the technology to play it on our site, but could also support syndication of the video through the sites of all our retail partners. Invodo was able to deliver on all of these requirements.”

Invodo creates high-quality product video content at scale and develops leading technology to implement and deliver the content to retail sites and other points of consumer influence. For manufacturers like Summit Toy, Invodo’s vast syndication network enables delivery of the custom videos to retail partners that are also selling the products. The videos drive sales and reduce returns by highlighting key features of merchandise and aiding the consumer buying decision process.

“Manufacturers are always seeking tools to help retail partners sell more merchandise, and video optimized for conversion lift makes that possible,” said Craig Wax, Invodo CEO. “The success retailers such as Toys-R-Us and Land of Nod have experienced in working with Invodo has encouraged manufacturers like Summit Toy to rely on us for custom video that can be leveraged by their entire network of retailers.”

View examples of Invodo-produced videos on the Invodo inPlayer at:
http://www.toysrus.com/product/index.jsp?productId=2943523
http://www.toysrus.com/product/index.jsp?productId=4102785

About Invodo
Invodo helps online retailers sell more through the power of video. A full-service eCommerce video solution, Invodo creates high-quality product video at scale and develops retail-focused technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands.

Contact
Jen Cadmus
512-934-8350

Companies to Present eCommerce Video Discussion at NRF Big Show 2011
January 6, 2011

AUSTIN, Texas–(BUSINESS WIRE)–Invodo®, the only full-service eCommerce video partner for online retailers, today announced that Golfsmith has leveraged Invodo’s video solutions to increase sales conversions and SEO on Golfsmith.com. Golfsmith made the choice because Invodo offered the three key elements of any online video initiative: content production, technology platform and delivery network.

“We started with video because we knew the importance of delivering a great customer experience on the site, to match our in-store experience,” said Eric Mahlstadt, Golfsmith’s senior online store manager. “Video has exceeded our expectations in driving conversion and SEO. It also has broad potential in social, mobile, and in-store. By working with Invodo, we’re able to focus on using video strategically, instead of getting bogged down in production or implementation details.”

Invodo creates high-quality product video content at scale and develops leading technology to implement and deliver that content to retail sites and other points of consumer influence. Golfsmith has leveraged video created by Invodo’s production team and implemented via the Invodo eCommerce video platform. The videos (example here) drive sales and reduce returns by highlighting key features of products and aiding the consumer’s buying decision.

Beyond the implementation of the videos on the Golfsmith.com website, Invodo is helping Golfsmith deliver the video content through YouTube and Facebook as well as via mobile devices. Invodo partnered with mobile commerce leader Digby to create a ‘plug-in’ that provides video content through Digby’s mobile platform for devices such as iPad, iPhone and Android smartphones.

“Our customers have reported a 35 percent average conversion rate increase and notable improvement in SEO due to the use of our video content and platform,” said Craig Wax, Invodo CEO. “Invodo’s full service approach allows companies like Golfsmith to provide the video-enhanced shopping experience consumers want.”

Mahlstadt and Wax will be co-presenting a discussion about trends in retail video and examples from the Golfsmith implementation at the NRF Big Show on January 12. Details on the presentation can be found here: http://events.nrf.com/annual2011/public/SessionDetails.aspx?SessionID=1421

About Invodo
Invodo helps online retailers sell more through the power of video. A full-service eCommerce video solution, Invodo creates high-quality product video at scale and develops retail-focused technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands.

Contact
Invodo
Jen Cadmus
512-934-8350
Jcadmusinvodocom

Enhancements Help Invodo Clients Drive Video Views and Sales
November 22, 2010

AUSTIN, Texas–(EON: Enhanced Online News)–Invodo®, the only full-service eCommerce video partner for online retailers, today announced a series of enhancements to the Invodo video player. The new player automatically adapts to device platform standards, including HTML5, and provides functionality for sharing eCommerce video via social media and email channels.

As consumers increasingly shop on devices ranging from PCs to smartphones to iPads, retailers must ensure that their video platform is able to deliver to those customers. Invodo’s latest version of the InPlayer supports both Flash and HTML5. Consumers who shop on an iPad, iPhone or Android-based phone or tablet will be able to view Invodo video on retail sites in their device’s native Web browser. The player determines the standard required by each individual browser and delivers the appropriate video, optimized for that platform.

“Consumers simply want to be able to view videos on whichever devices they’re using, and these enhancements let retailers deliver that experience,” said Craig Wax, CEO of Invodo. “The latest version of the InPlayer allows retailers to easily expand the reach of video to mobile devices, tablets or whatever the consumer is using.”

The InPlayer also now enables consumers to share videos via Facebook, Twitter and email. Consumers who find a product video helpful can easily share it with their friends and followers by clicking a sharing icon. This expands retailers’ reach and drives qualified traffic to their sites. According to Comscore, Facebook has become the second most popular video sharing site in the US. So allowing consumers to share video content will be a key objective as retailers launch or expand their video programs.

“Our focus with this release was on helping retailers get the most out of their video investment by simplifying the process for extending content to new devices and new channels,” continued Wax. “By making eCommerce video available at every point of consumer influence, retailers can significantly impact conversion rates. We’re making that easy for them to accomplish.”

The player seamlessly integrates with all the elements of Invodo’s full-service eCommerce video solution, including the platform and video syndication network. Retailers that work with Invodo will get all the technology and services necessary to create and implement high-quality video at scale and rapidly realize the benefits of increased conversion rates and decreased product returns.

About Invodo
Invodo helps online retailers sell more through the power of video. A full-service eCommerce video solution, Invodo creates high-quality product video at scale and develops retail-focused technology to influence consumers where it matters most. Invodo videos increase sales conversion rates, reduce returns and drive site traffic for customers, including Internet 500 retailers and major brands such as Golfsmith, Magellan’s, Verizon Wireless, Moosejaw and Lenovo.

Contact:
Invodo
Jen Cadmus
512-934-8350
jcadmusinvodocom