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The concept: Video banner ads

The technology: InterVU's V-banner

The scoop: Goldwin Golf drove increased click-through rates with a video banner ad campaign it ran in August on Golfonline. Using V-banner technology from video services company InterVU Network, San Diego, Goldwin ran a video endorsement of its AVDP golf club system system featuring golf pro Nick Price. The goal of the campaign was to build brand awareness and drive more users to the Goldwin Golf site to request product information.

During August, Goldwin saw click-through rates on the video banner increase 200% to 300% over the rate of traditional banner ads, and requests for catalogs jumped tenfold, the company said. "With V-Banners, advertisers can repurpose the creative from commercials running on network TV, and put it online," said Allie Shaw, director of marketing for InterVU. This month, Goldwin launches a new V-banner campaign that features a full 30-second video commercial on the Golfonline site. The campaign was created by Goldwin's agency of record Foote, Cone & Belding, San Francisco.

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