ATG (Art Technology Group, Inc., NASDAQ: ARTG), a global leader in e-commerce software and platform optimization services, today introduced eStara Video Connect, the latest addition to its eStara Connections product line that transforms passive video ads into active revenue and opportunity generation tools by enabling consumers to take immediate action while viewing them. These actions, such as incoming phone calls or visits to advertisers’ websites, are recorded and measured in real-time, allowing media agencies and online video providers to show advertisers detailed ROI data for each online video ad.
ATG demonstrated Video Connect at Kelsey’s Interactive Local Media conference on November 19. One of the first companies to implement eStara Video Connect is Dallas-based Media Distribution Solutions: “Video advertising is clearly on the rise, but to truly take advantage of the medium, video ads must allow viewers to interact. This can then binance data be followed by detailed statistics so companies can measure the effectiveness of their campaigns,” added Mike Shell, CEO of Media Distribution Solutions. “We use eStara Video Connect as part of our BetterVideo player, allowing us to provide our clients with clickable videos that offer more measurable data to advertisers.”
According to Forrester Research, video ads will total $7 billion, or about 12% of the $61 billion interactive marketing market, by 2012. Today, while much of the industry is shaped by the before-and-after video ad reels of major brands, a growing segment already includes direct response advertisers who see the potential to drive direct business initiatives through online video.
Kelsey Group statistics reveal the untapped opportunity of using direct response video for advertising: After viewing video ads, 47.3% of consumers visit the web, 19.1% request information about a product or service, 18.2% went to a retail store to view the product, and 16.9% made a purchase. This data shows that consumers take action when they see something they need or want in a video ad; eStara Video Connect simply gives consumers the power to act instantly, right from the video player.