With consumers spending more time watching video content than ever before, the potential to turn video into a direct response channel has become a reality. Direct Response Video (DRV) is a game-changer, allowing brands to connect video content directly to e-commerce platforms and drive immediate purchases.

This isn’t just for big-budget brands—DRV is accessible, affordable, and incredibly effective for businesses of all sizes. Whether you’re looking to boost engagement or drive sales, DRV offers a bottom-line impact that traditional metrics often fail to demonstrate.
Here, we explore two standout approaches to DRV: Live Video and Shoppable Video. Both strategies are powerful tools for turning clicks into customers.

Live Video: Real-Time Engagement, Real-Time Conversions

‍Live Video is redefining video marketing with unmatched engagement and conversion rates:

• 6x higher engagement rates
• 3x longer viewing duration
• 5x the Add-to-Cart rate of traditional video marketing

This format thrives for retail brands looking to stand out online or compete with traditional “clicks-and-bricks” models. The magic lies in its immediacy—viewers can add items to their cart without leaving the stream.
Live Video also brings the social nature of platforms to life, enabling brands to:

• Showcase products being used in real-time
• Interact with viewers through live chats
• Co-create content with their audience

Whether you’re using influencers or creating your own content, Live Video offers a dynamic, authentic, and highly engaging way to connect with consumers and drive immediate action.

Shoppable Video: Seamless Shopping Experiences

‍For brands that want a more polished alternative to Live Video, Shoppable Video is the perfect solution. Combining professional production quality with interactive technology, this format lets viewers explore products directly within the video.
Here’s how it works:

• Viewers tap on hotspots within the video to open a shopping layer
• The shopping layer connects seamlessly to your e-commerce platform
• Viewers can “get the look” or add products to their basket without leaving the video

The results speak for themselves:

• 50% engagement rates
• 15% click-through rates to hotspots
• 4x higher conversion rates compared to traditional video

A standout example is JD Sports’ Christmas 2020 campaign, which used Shoppable Video to showcase a star-studded line-up including Rita Ora and Maya Jama. The campaign achieved over 30% engagement rates and a 15%click-through rate, proving the power of this innovative approach.

Why We Love Direct Response Video‍

Direct Response Video offers significant benefits for brands:

• Accessibility: Both Live and Shoppable Video are suitable for businesses of all sizes and budgets.
• Authenticity: Live Video thrives on less polished, real-time content, which audiences love.
• Flexibility: These formats allow brands to experiment creatively, testing new approaches that can inform future campaigns.
• Seamless Integration: DRV meets audiences where they are, making the shopping experience easier and more enjoyable.

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Direct Response Video is an affordable and effective way to drive conversions, but getting it right requires expertise. At Happy Hour, we’ve spent nearly two decades delivering creative, response-driven video campaigns across TV, online, and social channels.
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Whether you’re ready to dive into Live Video or explore the possibilities of Shoppable Video, we’re here to help. Let’s transform your viewers into loyal customers—get in touch with us today.

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