Video within the affiliate channel has demonstrated mixed results over the last few years. Whilst displaying product capabilities through video has become particularly common place and video creative lends itself brilliantly to merchants that can use the creative to “tell a story”, there still appears to be issues getting publishers to implement the creative within their sites.
Video creative has not really taken off as was expected a couple of years ago and I think we’re left with a bit of a “chicken and egg” scenario. Merchants can be reluctant to produce videos for affiliates to use, as they don’t know what the return is likely to be. They question whether it will actually get used by the publishers and if they will have any real impact.
However, I still think there has to be a place for video in the channel. Google is certainly giving more prominence to video within natural search. For example, Forrester Research has found that videos are 53 times more likely to receive an organic first page rank than traditional web pages.
There is plenty of research out there to suggest that videos convert, all be it not specifically related to the affiliate channel. Adjust Your Set (creators of Debenhams recent video creative tool) state that video they created for another well-known high st retailer resulted in consumers spending 23% more, as well as uplift in sales volumes by 30% and 3 times as many product views when using video in banner creative. We’re expecting similar results for Debenhams.
The Debenhams tool that Adjust Your Set have created is pretty nifty. It’s simple to use and has a range of videos. You can take a look at the video tool here, and if you’re already a publisher on the Debenhams affiliate marketing program, all you need to do is add in your publisher id and choose the video you wish to use. Click go and the html will be created in a snip.
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