The shot is of a middle aged woman walking out of a Sam's Club store and checking out with her phone while skipping all the lines and chaos behind her. In one concept she is still while the background and people are moving behind her. There is a child playing with a ball-in a cup, there are people checking out, people waiting in line, and a cashier scanning products.
Below is a reference cinemagraph with a static foreground and moving background.
In a second concept the line and all the people in the background are still - possibly with a motion blur and out of focus while she (in focus) walks through the line of people, checks out easily with a touch of a button on her phone, and exits the store.
Below is a reference cinemagraph with a static crowd and only one person in motion.
Other concepts for Cinemagraphs could be:
1. Close up shot of App in use - thumb right above "scan" button (see image below for reference) and barcodes move below. Possibly different products moving in and out only movement is on phone screen of barcodes.
2. In Foreground, a line of people are standing (still). We see woman (motion) walk through line into store and pick out a couple products, scan them, checkout and walk back through line and out of store. The whole time the line is still.
When it comes to cinemagraphs, they are not considered full-on videos - however the statistics point to their effectiveness being comparable to videos. The moving quality increases interest and effectiveness as opposed to static imagery in the social space. With that being said the a few stats of videos/gifs/cinemagraphs can be found below:
Marketing Land reported 72% of ad agencies think online video advertising is just as effective as—if not more than—television advertising. PR Daily, 2015.
Videos on landing pages increase conversions by 86%. Social Fresh, 2014.
Blog posts incorporating video attract 3x as many inbound links as blog posts without video. (https://moz.com/blog/what-makes-a-link-worthy-post-part-1)
Enjoyment of video increases purchase intent by 97% and brand association by 139%. (http://www.mediapost.com/publications/article/167693/socially-recommended-online-video-ads-increase-per.html)
The use of video content for marketing increased 73% this year. Digital Marketing Phillipines, 2014.
By 2017, online video will make up nearly 70% of consumer Internet traffic. (http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html)
$118.4 billion will be spent on online advertising, including content marketing, video and social media in 2013. (http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592)
61% of young executives say they will rely more heavily on business-class video in the next 5-10 years. (http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1233239)
Read all about these statistics at our blog here: https://trgreality.com/blog/2016/3/22/video-video