Product Video Moves Apparel Purchases

We recently featured information on how consumers seek out and value
product-based videos.  When it comes to apparel shoppers, product videos
also encourage consumers to make purchases.  A new study looks into the
types of video apparel shoppers watch.  As we approach Fall and weather
begins to cool off (although here in Central Florida, it seems like
that cool will never come), video can help your business maximize your
ROI with apparel customers.

• Four in 10 shoppers visited a store or retail web site after watching apparel videos online

• Over one in three consumers watched customer testimonial and review videos

• Nearly 30% watched videos received via email

• Over a quarter watched
user-generated videos

• 25% watched videos that appeared elsewhere online or on a TV network
web site

• Over 20% watched videos from a professional reviewer

• 16% watched a video that appeared in on-demand content

What Does This Mean To You?

Video ads boost awareness, recall and among apparel consumers, they
increase shopping behavior.  Knowing the ways consumers get video and
the types they tend to watch can help you fine-tune your message
Email – Utilize your current email programs to deliver video.  With users
finding this type of content a value – they are more likely to look
forward to and open your email communication.  Make sure that your email
falls within regulation guidelines
Social Media – Consumers watch user-generated content.  User generated content videos are a major purchase influencer of millennials (adults age
18-34).  Include user-generated video into your social presences to
increase engagement.
Networks – Digital ad networks not only give you great targeting capabilities, they allow you to extend your message across national sites but ensure only locals see the ads.  For more information on how to effectively use video to get better results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: eMarketer; Google; Compete

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