Behind-the-Scenes: Qoof – The Evolution of Interactive Video Advertising?

Behind the Scenes: Qoof – The Evolution of Interactive Video Advertising?

Qoof, while having an odd sounding name (qoofy, even?), has an interesting product. While interactive videos and ads are nothing new the implementation is. Their in-player application allows you to quickly offer all manner of information and call-to-action. Jonathan Stefansky, Qoof CEO, took me on a whirlwind tour of the technology and built us a ReelSEO demo to show off their technology.

About Qoof - From Their Website

Qoof represents an evolution in online video advertising and commerce and a major step beyond mere advertising and a first step toward a full, interactive advertising video platform, Qoof's interactive video advertising technology maximizes the value of online video to seller and buyer alike.

Qoof's interactive video ad technology converts video advertising views into monetizable interactions. Qoof in-player app technology allows advertisers to modularly insert custom engagement components into existing rich media assets. Qoof advertising app technology can be distributed across third party players and multi-screen advertising platforms, empowering advertisers with seamless super distribution capabilities.

Jonathan believes that the online video advertising market is still in its infancy and that the transition from TV to online video advertising is much like the transition was from radio to TV. We are still applying old technologies and methods to it and only now are things beginning to evolve away from the more non-interactive advertising that television represented.

They are aiming to target business engagement via more interaction. This includes social networking and rapid sharing of content to get people talking about products and brands as well as get people into stores and turn all that web traffic into monetizable interaction.

They are specifically targeting eRetailers from the looks of things right now. The videos can include informational tabs on a wide variety of things and include information directly from an XML file, RSS feed or other web services which allow calls to your backend content management system. This means you could quickly incorporate more than just buy now links, you could include full product information based on SKU including other video, images, documents [PDF], comments, pricing and even instant forms of communication. The player tech can even support 3D images, pan/zoom and more. All of that information can be pulled from your pre-existing CMS and database.

Fast, Easy, and Robust

Jonathan commenced to build a demo for me during our meeting and it was pretty cool to see how quickly a video could be taken and turned into a full-fledged information resource. They say it can be done in five minutes, but I think to be done properly and effectively it will take a bit more time than that.

I watched as Jonathan guided me on a fast-paced tour of the system to show me the capabilities and how easy it is to create rich, interactive videos (he talked so fast I could barely type it all and I type 120 words per minute).

The third-party integration, existing and future, can tie and pull all manner of information and it's almost all drag-and-drop via the backend. Each video can highlight a specific product or you can create a timeline and highlight multiple products etc. While the video plays the information for each product will show up when you decide.

Additionally it's all customizable. You can choose everything including the preview images, slide duration, what happens on image click, video click and what types of calls to action you want. Everything shows up in tabs in the player or can be expanded outside of the player for a larger, more robust experience. In fact, their technology can even be used when a video is embedded in Facebook.

Speaking of embedding, Qoof has it all. You can embed as Javascript, an HTML iFrame and as a Flash object embed. That won't cover everyone, but it will get most of the platforms currently available. All of that adds up to the technology functioning on almost every site it's embedded in as well.

My major question, aside from how I might use it to make some money at GDN (and I have some ideas!) was in metrics and analytics. Jonathan was ready to answer it without delay.

Measuring the Metrics

Analytics at Qoof go beyond simple engagement tracking of how long a video is viewed (it does do that though), it also does precise tracking of all events in the player. That means it can show you exactly when people are clicking a tab, looking for more information of hitting a call-to-action. It also shows you where the most interesting parts of your videos are so you can trim as necessary. It can tell you which tab is being clicked, how often, what the viewer is reading, viewing, downloading (within the scope of the video player) along with a variety of other metrics.

Behind the Scenes: Qoof – The Evolution of Interactive Video Advertising?

With the ease of creation and the extensive metrics you could easily do some A/B testing and fully optimize your use of Qoof's offerings. Being able to see when and where users interact as well as which info or call-to-action they use most would allow you to create the most effective interactive ad experience you can with continued observation and testing.

Here's a quick list of some of the things that he mentioned which are tracked:

  • Impressions
  • Time in video when apps fired
  • Viewing behavoir and patterns based on timeline
  • Percentage viewed
  • Which apps are being triggered
  • Number of interactions
  • Which call-to-action used

You can also graph all of them for each video or timeline and then compare that with another version for your A/B testing purposes. Along with that you can also send the analytics out to your existing package, like Google Analytics for example, so you don't need to maintain multiple dashbboards for all your information. This is mostly done through third-party tracking wrappers for clicks, etc. The events are then sent to whichever service you would like them to go to.

Expandability, Flexibility, Profitability

You can even use their player as your main video player on your site whether it be on a front page or on your internal pages. A good example of a really robust implementation can be found over at Behindtheburner.com You can see the video player is utilizing Qoof's service via those tabs on the right side. You can also use it to aggregate video content and utilize full playlists as well. The video player itself can maintain a standard size and other information like the playlist itself, tabs and other information can all be customized to display outside of the video player.

Jonathan mentioned that the technology will work with some of the 'most popular video players on the web' but was not at liberty to tell us any specifics. I'm hoping he means JW Player so that I can start using this at GDN. We're a perfect place for this type of technology. We have videos that are game specific. In addition we maintain a database of those games that also ties them to news, feature articles, images and buy now links. By being able to access all of that in one simple interface we could certainly drive more traffic to our affiliate programs and maybe expand our revenue generation efforts.

I was also told that the API will allow external apps to be tied into the player and that there is an SDK version coming soon so that devs can start making their own apps for it. This could dramatically increase the abilities and things that can be done if the developer community picks it up and runs with it.

That's a Wrap!

There was a lot of information during the extremely fast-paced presentation and as I said, it was hard to keep up. However, just from how fast Jonathan was able to whip together a demo on the fly while talking to me was pretty impressive. It didn't really have any lasting value (as it focused mostly on me) but it was an effective way to show me what could be done. As I said, I can already see ways that I could use this at GDN, and if I can see a way to use it, then I think everyone could see some potential value in it whether you're actually selling something on your site or not. If you're showing videos on your site, selling products online or even out in the real world, you might want to take a look at Qoof.com to see what it has to offer. Who knows, it might just be the next step in online video advertising and generate new revenue streams for you.

I asked them to put together a cool ReelSEO info demo and that can be found below.

Here's the generic one from their front page. Cool, but not as cool as the ReelSEO one, right?

I also found this pretty spectacular implementation at ShopOnAir:

Behind the Scenes: Qoof – The Evolution of Interactive Video Advertising?

Notice how it utilizes a full-featured presence. The three main areas and the playlist 'flow' at the bottom are all part of the Qoof implementation there. Also, the site/product list at the bottom. It's pretty cool and I wish I could implement something like that for our GDN Amazon affiliate store.

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Posted in Video Advertising
About the Author -
Christophor Rick is a freelance writer specializing in technology, new media, video games, IPTV, online video advertising and consumer electronics. His past work has included press releases, copy-writing, travel writing and journalism. He also writes novel-length and short fiction as part of Three-Faced Media . View All Posts By -

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