Online Video Ad Viewers Buy More Clothes, More Frequently
As retailers track this year’s back-to-school shopping season, already in full swing, they may find that video is driving sales.
In a consumer survey from Google analyzing shopping behavior around apparel buying, the search giant found that 4 in 10 shoppers had checked out a store online or in-person as a direct result of watching an online video. “Video has now filled the role as the virtual fitting room, enabling shoppers to hear personal opinions and reviews, and see the product in motion,” Google said in its post.
Specifically, Google reported that 34% of clothing shoppers are more likely to buy the clothing item after watching an online video ad, compared to 16% who are more likely to buy after watching an ad on TV.
That’s because online video is often closer to the point of purchase for apparel shopping. Online consumers are further down the funnel and therefore online video can play a key role in getting them to either click to buy or to head to the store to make the purchase. Once they open their wallets, they spend. About 28% of consumers who had researched a product with video spent more than $500 on apparel in the past 6 months, compared to only 2% of non-video researchers.