Online Video Ad Viewers Buy More Clothes, More Frequently

• Comment (3)
• Recommend (4)
• Tweet
• 

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.

• Comment (3)
• Recommend (4)
• Tweet
• 

3 comments on "Online Video Ad Viewers Buy More Clothes, More Frequently".

1. Brad Tonyes from xplusone
   

   commented on: August 15, 2012 at 3:17 p.m.
   Let us help you integrate across all touch points.Known as the [x+1] Origin Digital Marketing Hub, this unique combination of capabilities allows marketers to synchronize their messages to consumers across a broad range of channels: websites, display, landing pages, email, SMS, direct mail, chat, and call centers in real time, thus maximizing campaign performance and ROI in a consistent, repeatable, and measurable way.
2. Nick Dimitrakiou from Convidence
   

   commented on: August 15, 2012 at 3:37 p.m.
   I wonder if the #Gap's ad agency is reading this...given the recent article posted about their move to being content focussed.
3. Brad Tonyes from xplusone
   

   commented on: August 15, 2012 at 3:53 p.m.
   Our Agency specialist have had some limited dialogue with the digital agency and we have not made much progress with them

Leave a Comment