Picked up this info from MarketingVOX. This is pretty cool advertising built into a video. Check out this Kohl's ad, and look for the rectangle overlays on the video. Clicking on one of them pulls up the product you're viewing on the Kohl's site.
Think of all of the placement advertising possibilities!
The analytics behind the scenes are interesting as well. MSN looks to be tracking whether you mouseover the product (the rectangle). Nothing is sent to Kohl's, so they must be relying on MSN for in-video analytics for now. When you click on an item and visit Kohl's directly, the referrer is the MSN video site, but they don't look to be sending the specifics about the ad placement (for example, the same item shows up in different scenes...I'm sure the folks at Kohl's want to know which scene had the highest conversion).
Cool stuff. Congrats to Kohl's and MSN for putting this together.
Filed in: advertising, analytics, web+analytics
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