Interactive Video for the Veeple

In the automotive industry, aftermarket products are huge. Consumers relish having the ability to enhance their vehicles post-purchase, whether with the purpose of improving their functionality or to better reflect the owner's personality.

In digital marketing, efforts to facilitate functionality and highlight brand (our equivalent of "personality") have traditionally been made pre-purchase, or even pre-development. Issues like how best to garner consumer attention and motivate clicks are taken into consideration early in the site and ad development process – particularly when assets include production-heavy online videos. And as any digital marketer will tell you, optimizing them once they've been launched can be a major strain on resources.

What our industry needs is its own aftermarket business. And with the help of companies like Veeple, we're getting it.

The Palo Alto, CA-based company was launched in 2006 with the intention of facilitating interactive and actionable video. Veeple's sales pitch – "Dramatically increase conversions using interactive video" – is one that's bound to resonate with media planners and buyers for whom getting "interactive" is so important that it's often part of our job titles.

But what's really interesting about its product is that it can be applied to any video that a marketer or client has to work with on a site or in a campaign. That means if your latest video ad isn't producing the results you were hoping for, or you're looking for a creative way to repurpose video ads from campaigns past, there's something you can do about it beyond either re-shooting or optimizing your media buy.