Boots trials interactive video advert

by Hayley Pinkerfield, Revolution UK 27-Feb-08, 09:00

LONDON - Boots has experimented with interactive video adverts on Lycos, achieving high interaction rates which have prompted Renault and Nivea to follow suit.

Boots' ‘Here Come The Girls' television advert was delivered across Lycos and its partner site About.com, using the Coull Engage platform. Viewers were able to interact with products such as Remington's hair straightening kit during play to find out information and click through to the Boots online store.

Trial results showed that around 30 per cent of users interacted with the prodcuts in the video advert, and that it also drove five times the average play rate for a non-auto play MPU advert.

Renault and Nivea have now signed up for similar campaigns, following the success of the Boots trial, handled by its media agency, MediaCom.

Coull Engage is an online video advertising format which encourages interactivity and engagement. Brand marketers and digital marketing agencies can create interactive video adverts, and can use Coull's reporting tools which enable real-time campaign tracking, measurement and monitoring.

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

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