The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
E-commerce veterans Daniel and Jonathan Thralow launch PR Videos for smaller businesses.
OriginalsByWeber.com, an online retailer of such health-related products as foot-warming insoles and denture liners, has gained more than 200 new orders after adding videos to its e-commerce site, says owner Terrence Weber, who also invented the products he sells.
To produce the videos, Weber hired PR Video, a startup video production company led by brothers Daniel and Jonathan Thralow, two e-commerce veterans who built a variety of niche e-retail sites in the late 1990s and early 2000s, which were then acquired in 2006 by the e-retailer known today as Hayneedle Inc., No. 77 in Internet Retailer’s Top 500 Guide.
PR Video enables its clients to view online clips of professional freelance actors and then select which actor should deliver the retailer’s product script. PR Video records the promotional video with the actor and delivers it to the client in about two weeks; PR Video uploads the video to YouTube and sends the client a link to download it, which enables the retailer to post the video on its site. Clients own the video and can use it however they wish, says PR Video’s Jonathan Thralow. He also is a partner at Tycoons Private Equity Fund, which provided capital to PR Video.
PR Video says it designed its service for small and mid-sized retailers that want to use video but can’t afford production studio prices. A basic video costs $99, with the price increasing to $249 if the client wants to add static images or embed other video. For an additional $40, PR Video helps e-retailers write and edit their video scripts, or code the videos with text that search engines can read, making it more likely the video clips will show up in natural search results. "It's good for small, local businesses, and it's good for freelance actors and filmmakers,” Thralow says.
Weber’s video for his Toasty Feet Foot Warmer Insoles runs about 90 seconds and has an actress describing the product’s design features and benefits. A second video describes the site’s denture liner kit and describes how they can provide comfort to denture wearers. Weber says he’s been able to attribute at least 206 orders to customers who watched product videos, which appear on OriginalsByWeber.com and on his eBay store page. He hosts the videos on YouTube.