Kurt Peters , Executive Editor
New Online Spokesperson Technology Results in 78% Increase in Online Promotional Sales in Two Week Period
(Owings Mills and Silver Spring, MD, June 13, 2005)-Rovion Inc., the leading creator of online video spokespersons, and Discoverystore.com combined talents to revolutionize the way Internet users shop for goods online with Rovion’s streaming video, an interactive tour guide created for the Discovery Channel Store website, using BlueStream™ technology to bring the website to life.
Rovion’s BlueStream Technology allows website owners to digitize a spokesperson and, literally, put them inside the homes and offices of target audience members. The spokesperson will direct users to special offers and other parts of the website, encouraging user participation, retention and increased spending.
While other organizations, such as professional sports organizations and non-profit groups, have used Rovion’s services for their websites, the Discovery Channel Store is one of the first e-commerce sites to use this type of interactive video as a sales technique.
“Rovion is pleased to partner with Discovery which has seen positive results from its first few applications of the BlueStream technology,” notes Rovion CEO, Len Ostroff. “It’s really encouraging to see the ways that BlueStream is able to be used to enhance and drive e-commerce solutions.”
The results, thus far, have been promising. Over a two-week testing period, sales from customers who viewed the video were 78% higher than those who were not presented with the video. In addition, traffic and sales from the site’s traditional promotional imagery remained steady, even as visitors interacted with the Rovion video.
“We’re very pleased with the initial results. We were concerned the video could detract from other promotions on the home page, but as the results show, the combination of static imagery and interactive video proved to be a successful pairing,” said Kathy Greif, Online Merchandising Producer for Discovery.
The first BlueStream™ trial debuted in early spring for Discovery’s Mother’s Day campaign and a new video was launched May 31st to promote Father’s Day, a significant selling season for the Discovery Channel Store.
“The Father’s Day video has only been live for a few days, but preliminary results look good,” said Greif. “We see a lot of opportunities down the road and plan to work with Rovion again for upcoming promotional events during key selling periods.”
Discovery Commerce is the retail and licensing arm of Discovery Communications, Inc. Discovery Commerce offerings illuminate the world of Discovery for a global audience through an extensive array of entertaining and informative products and services. Discovery’s retail channels include a nation-wide chain of Discovery Channel Stores, a seasonal Discovery Channel Store catalog, robust online shopping (discoverystore.com) and direct-to-consumer businesses, and strategic third-party retail and merchandising partnerships. Discovery Global Licensing translates network brands into a wide variety of innovative product lines that are sold through well-known third-party retailers in both domestic and international markets. These offerings reflect Discovery’s core programming genres of science and technology, health, nature, history, travel and exploration. Known for its commitment to life-long Discovery, Discovery Communications reaches more than 1.2 billion people worldwide. Discovery-branded consumer products are available in 97 countries and 28 languages.
Rovion Inc., headquartered in Owings Mills, MD, is the leading creator of online video spokespersons for web publishers, media organizations, advertisers, and business users. Rovion`s patent-pending BlueStream™ technology has revolutionized the process of incorporating broadcast-quality special effects into the broadband web experience, enabling websites to “come alive” with compelling video messages leading to increased response rates, recognition, retention and revenues.
BlueStream™ has been licensed to hundreds of organizations, including Discovery, NASCAR.com, LasVegas.com, Reynolds and Reynolds, Roush Racing, NBA.com, the Miami Heat, Atlantic Records, and many others. TV groups include Clear Channel, Raycom, Scripps, Emmis, Gray, Sinclair, Young, Dispatch and LIN. Radio stations within Clear Channel, RadioOne, Susquehanna and Infinity Broadcast Groups, among others, have also licensed BlueStream.
Kimberly A. Singletary
Commerce Communications Intern