Bravo cooks up online video for Runway, Top Chef
by Erik Sass, Nov 14, 2007, 1:20 PM
Bravo has achieved some impressive results with online video campaigns, according to Jason Klarman, executive vice-president of marketing and digital for Bravo - but he stressed the importance of treating video as a realÂ content channel in itself, not just a cheap way of shoveling more ads out there. He says Bravo's mission was to "create a better experience for the consumer, first and foremost, and then layer the advertiser into that experience in an organic way." Thus they introduced new content-heavy sites like Bravo for Style andÂ Bravo for Food. Klarman added that in three online video campaigns by these two brands, advertisers achieved 31% increase in brand awareness, 63% increase in purchase intent, and 29% increase in consumers perceiving the product as "high-end."