Kaiser Permanente uses video banners to collect good data

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“I focus on the small-business market—what we define as between two and 50 employees—in California. This past August, we launched a new campaign which was a multichannel effort: direct mail, print, online banners and search. The entire campaign features our small-business customers talking about how our insurance products help them lower their health care costs and increase productivity. We play in a very competitive field with some very big names, so we thought that using video in our banner campaign so small-business owners could hear how other small-business owners like working with us would be a good idea. We went out and recorded customers—and spent about 80% to 85% of our banner budget on these video banners, which were placed through both ad network purchases as well as individual site purchases. When someone clicked on the banner ad, they would come to a microsite where they would be prompted to enter key contact information. The video banners outperformed the static banners from a click-through perspective by four to four-and-a-half times. From an information capture perspective, we collected about 19% more data when click-throughs came from the video banners versus nonvideo banners. This is significant since the landing pages were the same, the only difference is video.” —DAVID P. JONES, practice leader-small business marketing, Kaiser Permanente
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