Pacific to become first publisher to offer in-email video with Playable partnership

A partnership with video marketing platform Playable has allowed Pacific to become the first publisher in the Australian market to adopt in-email video.

The move furthers Pacific’s data play, with the publisher announcing a partnership with TEG Analytics earlier this month, focused on bringing data and strategy to the forefront of all its commercial and content decisions.

Pacific commercial director Nicole Bence said the partnership is part of the publishers push to increase its branded content offering.

Nicole Bence

“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.”

Based in San Francisco, Playable is a platform that optimises video content to drive audience engagement and response through video marketing campaigns. The platform allows video to be inserted within the body of an email, delivering an enhanced customer experience with three times the conversions and five times the engagement of static images, according to Pacific.

Pacific’s Director of Digital Product and Technology Will Everitt said the partnership has given the publisher a chance to increase their innovation.

“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 has been trialling the product since the beginning of 2019 and will roll out across all brands over the coming weeks. Playable’s features will also be available to commercial partners.

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.”


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