In Web Video, Marketing Subtlety Is Strength

By Staff Published on .

As traditional TV further embraces product-placements in lieu of 30-second commercials, Web video is taking the concept a step further, the New York Times observes. Taking the example of clothing retailer American Eagle Outfitters, the paper points out that the company’s Web site last summer launched 77e, which plays music and videos. The content is entertainment focused, rather than pitch-focused. American Eagle twice has commissioned actor Milo Ventimiglia from NBC’s “Heroes” to make Web series, and credits one of those efforts with boosting traffic on the site 20 percent on nights the segments were shown. More than three quarters of those who watched the segment ended up buying clothes, the retailer says.
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