Lift performance without weighing down production teams

Using source footage lifted from an existing linear program, creative teams leveraged Verse to add interactive decision points throughout the original video — allowing viewers to choose their own path through the next set of scenes. After launching this gamified version of the campaign, Nielsen measured how the act of inviting audiences to make meaningful choices could lead to profound increases across every brand metric.

To accomplish this, Nielsen assembled two groups of 200 viewers for an online panel. One group was shown the original linear video, while the other group was shown the interactive version. The audiences were asked a series of questions before and after watching to measure any changes in sentiment.

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Brand Metrics Scores

Interactive content generated lifts in affinity, purchase intent, and recommendation intent from pre to post with a near doubling in every category. The Verse content also outperformed the linear content by significant margins, boosting lift rates by nearly 50% on all responses.

How familiar are you with the following brands? How do you feel about the following brands? How likely are you to purchase this product in the near future? How likely are you to consider buying a product from the following brands in the near future? How likely are you to recommend each of the following brands to a friend?

Interactive content generated stronger responses than linear, driving nearly 50% increases in most categories.

Which one of the following statements best describes how likely you are to watch similar content in the future? How likely are you to share the content you just viewed with friends? How would you rate the content in terms of being new and different from other online content? How would you rate the content you viewed overall?

Interactive content drove significant increases in how respondents assigned positive values to the campaign. Forty five percent labeled the interactive content as innovative, versus 5% who said the same of the linear content.

What words or phrases would you use to describe the content? (Select all that apply.)

Redefine performance
With Verse, it’s not just about better engaging and educating your audience. Interactive content allows creators to go beyond quartiles and completes and learn what really interests their viewers. Our modular authoring systems allow businesses to measure performance on every level of their campaign to see what choices truly resonate with customers.

Case Study

How Jaguar used interactive video to launch the next British Invasion

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Free the story with Verse

Working with a major brand partner and Nielsen, Verse proved how simple interactive elements can drive significant results.

Case Studies

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Brand Metrics Scores

Interactive content generated lifts in affinity, purchase intent, and recommendation intent from pre to post with a near doubling in every category. The Verse content also outperformed the linear content by significant margins, boosting lift rates by nearly 50% on all responses.

Engagement Scores

Interactive content generated stronger responses than linear, driving nearly 50% increases in most categories.

Content Elements

Interactive content drove significant increases in how respondents assigned positive values to the campaign. Forty five percent labeled the interactive content as innovative, versus 5% who said the same of the linear content.

Case Study

How Jaguar used interactive video to launch the next British Invasion

Make more engaging content with Verse