Coull signs up more brands after Boots trial

by Jacquie Bowser, Brand Republic 26-Feb-08, 11:00

LONDON - Online video company Coull has signed up Renault and Nivea to use its interactive video advertising format Coull Engage after a successful trial of the technology on Lycos.co.uk and About.com using the Boots Christmas TV ad 'Here come the girls'.

Viewers were able to click on products such as a No.7 cosmetic case and a Remington hair straightening kit, while watching the Boots ad as it played on the websites.

They were given information on the products and could click to be sent directly to the Boots online store to purchase the featured items.

Results from the trial showed around 30% of the viewers interacted with the various products in the video and it was played five times more often than the average non auto play MPU ad.

Irfon Watkins, Coull chief executive, said: "Interactive video offers brands increased scope to engage directly with consumers.

"The Lycos trial highlights the potential this offers to maximise the power of online video -- driving deeper brand involvement, customer acquisition and sales."

The trial was arranged through Boots' media agency MediaCom.