Vendaria to Unveil Video Banner Technology

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.