‘Last year, 88% of consumers planning to travel either researched or purchased their trips online’ – signalling their receptivity to websites enhanced with innovative video messages from marketers, says Paul Deverell, COO, Travel Shop Television.
His argument has just convinced Scotiabank to become the first major advertiser on Travel Shop Television’s new online video network, which targets Canadian travellers. The Scotiabank campaign (which can be viewed on the network’s targetvacations.ca site) includes a :30 second video ad that runs pre-roll, as well as a clickable rectangle and leaderboard featuring the Scotia Gold Preferred Visa card.
Says Rick White, VP brand & marketing management for Scotiabank, ‘Research in this area is telling us that online video doubles the impact of brand awareness and ad awareness compared with the average performance of online ads.’
Deverell touts his network as a breakthrough for advertisers. ‘This is a new and innovative way to get messages in front of (consumers) while they are actually shopping … on travel websites. Instead of just looking at still pictures, they are able to watch broadcast-quality video of destinations or properties resulting in a better shopping experience.’
