Warc, 3 September 2014
NEW YORK: A well-targeted and timed online video campaign
can increase the number of visits to retail outlets and boost sales by 5% or
more, according to new research.
A study from video advertising platform Videology – QSR:
Getting diners in the door – looked at three case studies it had worked on
involving fast food restaurants. The featured advertisers were all able to
report measurable uplifts in sales that were a direct result of digital video
advertising campaigns.
"Historically, TV has been the medium of choice for
quick-serve restaurant (QSR) advertisers," said Scott Ferber, chairman and
CEO of Videology. "But these marketers are now beginning to see that
online video can offer all of the benefits of TV – plus the added bonus of
offline sales measurement."
And it was that final aspect he saw as the clincher for all
retail brands, not just QSRs, as online ad viewing was linked to anonymous
offline purchase data. "The ability to tie online exposure to offline
sales is a crucial link for brands," he stated, "and we see it as a
critical driver of digital video adoption for a wide range of
advertisers."
Among the various ways in which the study found that online
video campaigns were adding to offline sales were in building awareness,
increasing reach, targeting prime customers in the appropriate locations,
and/or determining optimal frequency.
The three chosen examples covered a range of sizes,
including a major chain which had run targeted video ads on premium
full-episode player content aiming to upsell potential diners to a higher
priced Family Meal. It reported a 9% increase in total spend per exposed
customer.
A regional restaurant used a similarly targeted plan to
drive an 11% lift in the number of visits, and a 5% increase in spend among
customers exposed to the online video campaign.
Data sourced from PR Newswire; additional content by Warc
staff
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