Jivox is one of the first online video ad platforms to be certified by the IAB.
Amazing Tees is an online retailer of clothing and accessories that are high-quality, comfortable, attractive, and eco-friendly. Amazing Tees' fabrics are made from 100% bamboo or bamboo blends. Founded in 2008, the company has developed a loyal following for its comfortable and stylish t-shirts, but founder Dale Lips wanted to expand online sales to more customers across the U.S. Lips knew the best way to generate more online sales was to advertise online, but she didn't know whether search, banner, or video ads would deliver the best results. However, after researching the different online advertising options available, Lips realized that text-only search ads and static banner ads would not work to adequately show the fit, fabric, and look of the garments.
Amazing Tees decided to launch an online video advertising campaign, presenting its collection of clothing and accessories in engaging, live-video ads that showed models wearing the clothes. Lips also chose video ads because of their high average click-through rates. Amazing Tees chose to work with Jivox to create a series of online video ads, and then launch the ads across the Jivox Publisher Network, which includes over 850 premium local content websites within their target geography where Internet users consume their local news, get updates on upcoming events, and find local businesses and more. Each ad had different content targeted to people in specific states - presenting clothing that suited a location's climate and lifestyle - and Jivox ensured that the right ads reached the right audiences, targeting by zip-code level.
Online Video Ads engage potential customers letting them interact with the ad, drive direct response and build brand awareness. Amazing Tees' video ad featured actionable overlays that empowered online consumers to download a special offer coupon, viral video distribution options like "email ad to a friend" and "embed the video to websites", get more information about the product lines, and provided a click-through to their website. Amazing Tees achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
After just a few short weeks, Amazing Tees' video ad campaigns began making a big impact on sales. Amazing Tees ran its video ad campaign from November 2008 through May 2009 and the video ads were displayed over 140,000 times on premium local content websites. The campaign performed nearly two times better than typical online display ad campaign (static banner ads). Typical display ads only offer clicks that navigate the online viewers away from the page and disrupt the web experience.
- The online video ad achieved a click-through rate(CTR) of 0.125 percent, nearly 2 times better CTR than for typical display and video ads.*
- The campaign generated 176 clicks and 219 interactions.
- The online video ad campaign delivered a $9.7/engagement ROI. Typical ROI for display ads is $14/click.
* The benchmark data is provided by DoubleClick's 2008 Year-in-Review Benchmarks Report. The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. The data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data represents activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.