Goodmail Systems CEO Peter Horan is providing an update on the company's recently-launched CertfiedVideo platform, which allows marketers to insert video directly into promotional emails. Instead of
quickly driving a consumer to another page when they click on a link, the video is ready-to-watch and housed within the message. Opening an email with a video can break through the clutter where email
includes e-newsletters and messages about sales, Horan says.
The system, Horan says, has particular value to media companies, with Turner (for NBA TV) and Fox Digital with its BeliefNet site
among those using it. Coming next is a campaign for an unnamed afternoon talk show where the video will offer some "behind the scenes" footage and footage of questions from on-set guests not seen in
the show.
In another category, Horan says, retailers can use the system to “leverage content and advertising created for other media." Target has run two campaigns with video embedded
in its marketing emails, including one for Earth Day promoting its green products.
With streaming video exploding online, Horan says CertfiedVideo looks to give marketers that option in email.
"The best of the Web never seems to get into email," he says.
When an email is opened, the video's sound is off and doesnâ't start until a consumer opts to view it.
Five-year-old
Goodmail, which specializes in email security, is based in Silicon Valley.
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