Vendaria to Unveil Video Banner Technology

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Vendaria is expected today to introduce a technology that will let marketers embed streaming videos into their banner ads.


A provider of streaming video services, Vendaria is debuting Vendaria Envision Video Banners, which present Web viewers with a Watch Video button on the banner. Users can view demonstrations of products or services once they click through.


Users then are presented with a More Info button, which takes them to a Web page where they can close a sale.


"[Users] are better informed through videos than if they just get a picture," said Jim Crisera, vice president of corporate development at Vendaria, Seattle. "Once you've gotten them to click, right at the point of their first interest, you want to hit them with something that's really compelling and will help close the sale."


Vendaria also provides video product demonstrations and rich media services for HTML e-mail campaigns.


Crisera said TechnoBrands, a marketer of consumer technology products, is using the video banners on a number of Web sites, including usatoday.com and siliconinvestor.com. He said other clients are preparing to use the videos as well.


The banner ads are not expected to record higher click-through rates than standard banners, Crisera said. However, conversion rates are expected to be higher because marketers can convey their messages more effectively through the videos, he said.


"Adding a 'watch' button doesn't necessarily get more people to click on a banner," Crisera said. "But once they do click on it, our early test results are showing that we're getting several times higher than the industry average because people are adding that item to their shopping carts."


Crisera said there were no definitive data yet from those results.


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