Music to the Ears of Retailers
Imagine you’re watching a music video and the artist is wearing a top or pair of shoes that you really like. You could get inspired and search for “black-and-white striped blazer” or “leather jacket with cloth hood.” However, those searches can yield thousands of results without giving you the exact item you saw in the video. Blingby, an advertising and marketing platform, is seeking to change that.
Consumers watching music videos, movie trailers and more via Blingby’s bbStream technology are served up a synchronized on-screen feed of clothing, accessories, homeware, etc. While watching the videos, users can purchase the items, rent venues and book vacations that appear on screen, allowing them to truly live the experience.
“By aligning a brand’s need to advertise with consumer preferences for nonintrusive messaging, Blingby is redefining user video engagement,” explains Marcia Favale, founder, CEO and president of Blingby.
Selling More Than Just Music
Blingby worked with British pop act OMYO on a music video for its song “Lady.” The video features the group’s members wearing clothing from New Look, and Favale says it was a hit for all parties involved.
“The bounce rate for OMYO’s ‘Lady’ video was 0 percent, with users staying on the video 1.2 times longer than the length of the video, which means completion rates of 100 percent were easily surpassed,” says Favale. “Users remained consistently engaged as demonstrated by the click-to-product (CTP) rate reaching 235 percent.”
Blingby can also be used during live events, such as fashion shows, concerts and live video broadcasts.
“The data for live event audience interaction with the bbStream is a game changer,” Favale claims. “OMYO’s ‘Daydreamers’ garnered a CTP of 47 percent as opposed to a 3.7 percent industry average, which doesn’t exist for live as Blingby is the only technology with the live push feature. We’re also experiencing an average live event video replay engagement of 92 percent.”
Shoppers are increasingly consuming video content, forcing the need for retailers to adapt. By making videos and live events shoppable, brands can connect with consumers in meaningful and relevant ways, all while monetizing the interaction.
“Blingby, through the bbStream, allows for campaigns to focus on the brand message, while keeping the user engaged in a continual discovery, increasing conversions through a seamless call-to-action format,” says Favale.
