603 Interactive Video: Building an Emotional Connection to Drive Behavior

3:00 PM - 4:00 PM Thursday, November 17

Video & Media


In a world of fragmented content consumption and constant distraction, how do you not only grab your audience’s attention but also get them to care about your content? One way is to create an emotional connection by putting them in the driver’s seat of the experience. Giving your audience choice both attracts their attention and creates emotional investment, allowing the message you share to go deeper and actually change behavior.

Interactive video is a powerful tool in this shifting landscape. With it, you don’t have to choose between making an emotional connection or providing information: You can instead enjoy the benefits of both. In this session, you’ll find out how interactive video allows your content to speak to an individual instead of generically addressing a broad audience. You’ll also learn more about the rapid development tools available today that can help you easily make your own interactive videos. These tools automate many of the technical details of creating and deploying your content, allowing you more time to focus on making your content authentic, relatable, and engaging.

In this session, you will learn:

  • How interactive video helps get your audience to critical emotional mass
  • How to use interactive video and the “gratitude effect” to drive action and desired behaviors
  • About rapid development interactive video tools in the marketplace today
  • Which data and insights best justify the use of interactive video

Intermediate managers, directors, and senior leaders.

Technology discussed in this session:
Rapid development and interactive video technologies.

Caleb Hanson

VP of Product

Rapt Media

Caleb Hanson is a vice president of product at Rapt Media, a role he has held since September 2013. Caleb’s background is in design, UX, and front-end development. He started his career on the digital production side of marketing, where he led the creation of award-winning integrated digital campaigns, and then transitioned into UI/UX and product. His real passion is in startups (both software and consumer packaged goods) where he gets to create cool new products and set them free in the market. Caleb also previously worked as a freelance graphic and web designer after graduating with a degree in visual communication from the University of Massachusetts.

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