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BizReport : Viral Marketing : October 20, 2016

Report: Video key to pushing offline sales

While most marketers believe digital video is the key to the future of offline revenue, nearly half have continue to place other ad formats ahead of video where budgets are concerned. That's the takeaway from new research out from Sequent Partners and Eyeview.

by Kristina Knight

Why haven't more brands adopted video? Because their measurement focus is off, say some experts. Video required a one-to-one measurement to reach a tangible campaign ROI, and most businesses continue to work on a one-to-many measurement focus.

"When it comes to digital video advertising, marketers have traditionally relied on the medium to deliver branding objectives with less of a focus on sales goals. However, the following research reveals that digital video is at its inflection point of the adoption curve, moving from a branding to a sales tool," said Jim Spaeth, former President of The Advertising Research Foundation (ARF) and co-author of the study. "Digital video has strong financial returns and unique capabilities to drive sales while still building brands. Indications are that this medium is poised and ready to mature in the next 1-2 years."

Other interesting takeaways from the Sequent Partners report include:

• 87% say they have seen positive outcomes from video campaigns
• 40% say video is now a revenue driver
• 28% believe video improve brand recognition and sales
• 65% say video can be personalized, similarly to search and display personalization
• 65% believe video 'will soon drive' offline sales

"The future of marketing is about business outcomes, not media outputs. Marketers now can deliver on the long-awaited promise of marrying the engagement and appeal of television-quality video advertising with data and targeting capabilities in order to drive sales," said Oren Harnevo, CEO and Co-founder, Eyeview. "Where before marketers always had to choose between promoting the brand or making a sale, today, video can do more than branding and drive significant incremental offline sales for clients across all screens, television, desktop, mobile and social."

Eyeview was the underwriter of the report, which which can be downloaded here.

Tags: ecommerce, Sequent Partners, video content, video content trends, video influence

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