Video is the most effective mediaHow effective is Video?Fifty years of television have taught us one thing .. people would rather watch than read. A video placed on your website has far more effect than a television commercial since it is delivered at precisely the right moment .. when your viewer is eager to listen to the message. Video uses sound and motion to stimulate the senses and deliver more information that is quickly absorbed and easily remembered. Studies have shown that people will remember:
Video adds compelling audio and visual content to your website, engaging your viewers in a more powerful and emotional manner. It creates a lasting and positive impression of your company, enhancing customer loyalty and their perception of your company. Travel purchases are inherently emotional. Video generates a positive emotional response by conveying the unique features of your property, capturing the viewers imagination and building excitement and confidence in your offering.
Video ads have greater impact at lower frequency
In a study released in 2004, Dynamic Logic showed that online ads using audio and video achieve a greater impact on Brand Awareness at a lower exposure frequency than other standard online ad formats. A single exposure to an audio/video ad increased Brand Awareness by 10.0 percentage points, while 10 exposures to a banner ad could only achieve an average 6% lift, and 6 exposures to a skyscraper ad generated an average 8% lift. Similar results were found in other metrics, Message Association (+14.4), Brand Favorability (+5.0) and Purchase Intent (+4.8). Superior impact on brand metrics makes video the most valuable ad format.
Targeted ads are 17x more effectiveDynamic Logic has found that targeted online advertising is consistently more effective in brand building than when the same creative ran on untargeted or RON ("run of network") inventory. In a 2002 Study, Message Association enjoyed a 1% lift from a run-of-network ad while the same ad, delivered to a targeted audience, enjoyed a 17% lift. Similarly, purchase intent enjoyed a 13% lift with a targeted ad that had virtually no impact with a non-targeted program. It is clear that viewers become more receptive to ad messages as they move closer to a purchase decision. A video placed on your website delivers a powerful message at the most critical stage of the decision process.
Video ads generate action by 44% of viewersA study by the Online-Publishers Association (OPA) reported by ClickZ Network found that of consumers who reported viewing online video ads, 44% reported that they had taken some form of action as a result. The February, 2005 study also reported that online video was watched in its entirety 86% of the time and that the most common reason for not viewing a video was simply not knowing it was available on the site. Consumers in the study demonstrated a strikingly positive attitude toward online video and website marketers who provide video content will benefit from an engaged, attentive audience who are receptive to video ads and respond positively by taking action.
Consumers rate corporate Websites as having the most influence over travel purchase decisions
The Web bears more influence over consumer purchases than TV and print ads, according to DoubleClick's third Touchpoints study reported by ClickZ. Company websites in the Travel category score the highest influence for further learning of all product categories studied. Travel sites rank 46 percent over other media; auto buyers cite Web sites in 27 percent of instances; as do 22 percent of telecom buyers, and 21 percent of credit cards and bank account openers. When asked "which of the following most influenced your decision to purchase", 46% of respondents cited the corporate website. Internet marketing was by far the most influential source of information for travel, with TV and Print advertising having an insignificant effect. (see results graph)
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