As part of its rapidly evolving branded content strategy, Seven West Media’s Pacific magazine division has announced a partnership with video marketing platform Playable, becoming the first publisher in the Australian market to adopt in-email video.
Playable is a platform that optimises video content to drive audience engagement and response through video marketing campaigns. Headquartered in San Francisco, Playable was founded in 2016 and is currently being utilised in other markets by brands including Warner Bros and Red Bull.
The platform allows the insertion of video within the body of an email which can be edited with Playable’s built in artificial intelligence tools. It delivers an enhanced experience for audiences and is proven to drive three times the conversions and five times the engagement of email campaigns compared to the use of static images.
The platform allows any type of video to be used to create clips of 6-10 seconds in duration. The clips automatically play when a recipient opens the email. Clips can be looped. Audio is not used as video email is not universally compatible with audio.
Pacific has been trialling the product since the start of 2019 and will roll it out across Pacific’s stable of brands. It will also be available to commercial partners.
Pacific’s Director of Digital Product and Technology Will Everitt said, “Until now, video in email hasn’t been a possibility. It’s all about grabbing the attention of the audience to increase engagement within the email itself while boosting the likelihood of click through. Partnering with Playable has presented us with a real opportunity to innovate.”
Pacific’s Commercial Director Nicole Bence said, “As Pacific evolves and scales our branded content offering, Playable offers a direct to consumer distribution solution to engage the most loyal advocates of our life and style brands.”
Playable’s CEO and Co-Founder Bob Hitching said, “Playable is excited to provide Pacific with the ability to increase its marketing return on investment by combining video – the most engaging content type – with email, the best performing marketing channel.”
Australia’s National Rugby League (NRL) recently leveraged its investment in its 2019 season launch TV campaign by using Playable to add a short edit of its TVC to its member email newsletter, to drive members to view the full campaign on NRL.com. To have an example of the email sent to your inbox, visit https://playable.video/video-email-sports/