You’re watching your favorite vlogger, when you happen to notice the sweater she’s wearing. You really like it, and you’d like to get more info about it, but unless the vlogger included details in the video description, you’re out of luck.
Unless, of course, the vlogger happens to be using Cinematique.
Cinematique, a startup that just raised $3.5 million in seed funding, allows video creators to create clickable videos.
When creating a video, Cinematique users are able to make any part of the screen, at any time in the video, clickable. In other words, viewers will be able to click on something they see and then get relevant info about that item, such as description, price and of course, a link to purchase. Rather than interrupting the experience of the content, clicking something adds it to a “boutique”, or saved list of all items selected by the viewer. At any point, they can go to their boutique, dig into the saved items and jump right into some online shopping.
For example, in a video by Wine Awesomeness, I was able to click on the bottle of wine somebody was drinking. I was then able to go to my boutique and see precise information about the wine, as well as where I could buy it.
While Cinematique doesn’t work natively with Instagram, Twitter, or YouTube, it does work on Facebook videos.
Of course, the idea of clickable/touchable ads isn’t new, with iPad magazines having offered e-commerce-friendly-images for years now. Cinematique is simply implementing the same concept in video form.
With the absolute explosion of video, this is probably exactly what advertisers need. Instead of having to rely on disruptive, ugly comment / link boxes that cover 15% of screen, they can create a smoother experience that allows viewers to get an unobstructed video experience while still allowing them to express purchase interest and engage in a seamless online shopping experience.
Video monetization has been pretty limited up until now, with creators relying heavily on pre-roll, the aforementioned link-boxes. or clunky, all-but-hidden calls to action in the video description. Cinematique has the potential to dramatically alter the value of video with creators being able to sell products much more fluidly, and abundantly, in their videos.
Moving forward, it will be fascinating to see if touchable ads are implemented in entertainment programming. Traditionally, product placement has only been for brand exposure, with characters drinking Bud Light or wearing Polo.
But imagine watching Daredevil on Netflix, clicking on Matt Murdock’s jacket, and then seeing relevant information from Men’s Warehouse, or some other retailer.
Right now, Cinematique’s clients are primarily upscale retailers, like Kate Spade, Tag Heur, and Victoria’s Secret. However, I suspect it won’t be long before many more users are jumping on the Cinematique bandwagon.
