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2. Motion graphics animation: These videos use He described video as a versatile medium that can be
vibrant colors, two-dimensional motion and cool leveraged in numerous ways. "For example, with a few
transitions to keep viewers involved. The highly simple adjustments, you can create short 10 to 15 second
stylized format, with compelling, memorable graphics, Facebook videos out of a one-minute YouTube video," he
can reflect a company's unique ambiance and brand said. "These shorter videos become brand extensions of
image. the original, amplifying its message, increasing viewer
engagement and building momentum for a campaign.
3. Interactive video: This format has the highest Working with a single production company on a master
click-through and conversion rates because it enables video is more cost-effective and impactful than working
viewers to selectively watch the parts of a video with multiple agencies on piecemeal projects."
that appeal to their personal interests. These videos
typically include a short introduction followed by While financial services and credit card processing have
a qualifying question. Viewer responses initiate a become more user friendly in recent years, solutions
self-guided experience by directing them to relevant have become more complex and differentiated. This
segments of the video. gives merchants more choice in processing systems,
Papakonstantinou said. "Videos help merchants navigate
Perfect pitch every time a complex array of product and service options, while

To optimize video on a landing page, digital ad or email increasing awareness, engagement and conversions," he
campaign, companies need to clearly and concisely deliver added. "A video partner with industry experience will
a message, Papakonstantinou said. Always begin from the help you avoid common pitfalls and collaborate with you
customer's point of view: where are the problems and how on memorable, one-of-a-kind video presentations and
can you solve them? When you have a clear solution in libraries."
mind, you can begin to think about your impact. You only
have three to five seconds to make a first impression, and Dale S. Laszig, Senior Staff Writer at The Green Sheet and Managing
you need to close with a clear call to action, he said. Director at DSL Direct LLC, is a payments industry journalist and content
provider. She can be reached at dale@dsldirectllc.com and on Twitter
at @DSLdirect.

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