Fairfax Media Metro Division pushes the boundaries of video advertising with IKEA
Fairfax Media Metro Division has launched a dynamic new video advertising solution that gives advertisers the opportunity to engage more closely with consumers in their video ad placements.
Known as Video Hotspot, the technology enables consumers to interact with video ads by allowing them to select products from within the video creative and instantly receive additional, more detailed product information.
And if the advertiser is set up to provide the relevant services on their website, viewers can also click through from the video ad to make a purchase, for example from an online retailer, or complete a transaction such as booking a test drive with an auto manufacturer.
IKEA, in collaboration with its agency Match Media, is the inaugural advertiser to take advantage of Fairfax Metro’s latest innovative solution, creating an enhanced viewer experience for the global home furnishing company’s latest “De-Clutter, De-Stress” campaign.
Viewers of the IKEA ads can roll their cursor over any product that is “hotspotted” in the video animation and immediately a panel opens to reveal product information such as name, price and description.
Says Ed Harrison, commercial director, Fairfax Metro Media: “Fairfax has gained a reputation for innovation in video advertising and Video Hotspot adds yet another dimension to our video offering. We believe that this new technology will become increasingly popular as the local video market matures. As with all of our advertising innovation projects, we can only succeed with the support of like-minded partners, so we’re pleased that IKEA and Match have come on board to make this happen.”
Anya Collingwood, digital communication strategist, Match Media added: “With hotspotting technology being touted as the ‘imminent future of advertising’ we were extremely excited to work with Fairfax. Video Hotspot has allowed us to drive up the performance of our video activity by bringing in these interactive elements to maximise engagement with the IKEA brand and products.”
Rebecca Darley, marketing director, IKEA, said: “This new product from Fairfax has provided us with the ideal solution to showcase our products in more detail than has previously been possible in our video executions..”
For advertisers, the key benefit of hotspot technology is that it provides a new, non-intrusive way for them to communicate enhanced product information and drive higher engagement rates compared to a TVC that has merely been repurposed.
Harrison concluded: “Much like traditional TV, online video is able to create the emotional connections that drive brand metrics. This technology, however, takes things to a new level and allows brands to track consumer interaction and other performance metrics.”
Video Hotspot is available for advertisers across the Fairfax Metro digital network.