Case Study
Slumberland, a furniture store serving its customers through 114 stores in 10 states in Midwest US, used online video advertising to promote its furniture in their geographic service areas. Their goal was to drive traffic to their online store and physical showrooms. Online video ads stand out letting potential customers interact with the ad to drive direct response. Slumberland achieved spectacular results, far beyond the typical online industry averages, thanks to the power of Jivox online video ads.
Through targeted distribution of its thirty second (:30) online video advertisement, Slumberland was able to drive new visitors to its online store, and increase foot traffic to its showrooms.
Slumberland used its existing television spot and customized it using the Jivox Online Video Platform adding a strong call-to-action. Slumberland's video ad featured actionable overlays that encouraged online consumers to view monthly flyers, coupons and special offers, get more information about products and services and click-through to Slumberland's web site to shop online.
Slumberland's online video ad was distributed on premium local web sites within their target geography where Internet users check their local news, upcoming events, and find local businesses and more. Online video ads efficiently and effectively reached the audience deemed most likely to be in the market for shopping furniture. Slumberland ran its video ad campaign from June 2009 through July 2009 and was viewed over 4,000 times.
Slumberland's video ad campaign click-through was more than 4 times better than a typical online banner campaign.
The online video ad achieved a click-through rate (CTR) of 0.45 percent, 4.5 times better CTR than for typical banner and video ads* and an Interaction Rate (IR) of 0.45 percent, about 1.5 times better IR than for typical banner and video ads.*
* 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.
