May 4, 2011, 2:56 PM

Video ads help market a redesigned brand

Belk used expandable video ads to promote holiday fashions and the retailer’s new logo.

Allison Enright

Editor

Lead Photo

Belk Inc. says that online ads containing videos have helped the regional department store chain and online retailer introduce its new logo.

In October, Belk, which is No. 383 in the Internet Retailer Top 500 Guide, launched its first logo redesign in more than 40 years. In the run-up to the holiday shopping season, the retailer’s advertising campaigns, including in-store and online marketing, helped to promote the new logo along with product sales.

Ivy Chin, Belk’s senior vice president of e-commerce, says the intent of the rich media portion of the larger holiday campaign, which included in-store and broadcast elements, wasn’t to drive direct traffic to Belk.com. “Each component of our holiday campaign had a different role to play in the overall marketing mix,” she says. “The intention of this one was to create more experiential opportunities with the newly launched Belk brand.”

For the retailer’s Wishes & Wonder campaign, three ads appeared on Yahoo.com from Oct. 10 to Nov. 1. The retailer created and placed the ads using Flite Inc., an ad platform provider. The ads combined the company’s new logo with its holiday season messaging, and consumers could click to view a video, holiday gift guides and Belk Twitter posts about fashion without leaving the window.

The ad units garnered nearly 5.5 million impressions and Flite tracked more than 90,000 user click actions—meaning consumers interacted with the ad in some way, such as clicking to expand or collapse the ad, watch a video, view a guide or a Belk Twitter post, or share it on Facebook. Flite says these actions are equivalent to a click-through rate of 1.8%, even though consumers never left the ad unit.   

Consumers who interacted with the campaign spent an average of 22 seconds interacting with the ads and 20% viewed a video embedded within the ads.

“This element of our fall branding campaigns exceeded the interactive brand engagement of the other tactics that were leveraged, including pre-roll and remarketing,” says Chin. A pre-roll video ad is an ad that runs automatically before a consumer can view the video content she actually requested; such ads are commonly found, for instance, in Yahoo video news segments or before some content on YouTube. Remarketing, or retarteging, technology enables e-retailers to serve up ads on other web sites to consumers who have previously interacted with the e-retailer—for instance, leaving items in an online shopping cart without buying them.

 

Comments | 1 Response

  • This is a little off topic but I can’t help but something about it. It appears that Belk really missed the mark on several topics. 1.) First and foremost is the terrible mis-management of the indexed url’s in Google. You can take any product header name from their site and drop it in Google and the link you find will more than likely be broken. I tried several of them and every result has a 404 error message on a plain white page w/ no branding reference anywhere of Belk. Wow, how did they missed this? Also, if you Google a generic term like “make up Belk” or “shoes Belk” you will find that they have several of the top organic results (as expected) but everyone of these take you to the same ugly 404 error page. I would love to know how much this is costing them per day. 2.) The overall color combinations for navigation and action items really cause a lot of elements to blend together. I think it would be interesting to see some A/B tests results for the site. Just by taking a snapshot of the page and blurring it in Photoshop, you can quickly see what I’m talking about. On the product level page, there are three columns in the body. Left is the navigation, middle is the main body, and the right is ad space. There is no distinction between the left and right column. It all blends together. This post is not meant to take shots at Belk’s because I do like the store and shop there often but I am just amazed how a company of this size & resources can miss some of these basics. Hopefully, someone from Belk’s will see the post and get this corrected if they weren’t aware of it.

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