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Video productions give 'people a reason to come back' Lastminute.com exec recommends use of online video productions.
One of the biggest merits of incorporating video productions into a website is that they encourage return visits from consumers.
That is the opinion of Paul Fitzpatrick, head of digital at Lastminute.com, who claims videos are a great marketing tool for businesses.
Speaking to New Media Age, he said: "Videos can sit on a site for years and every time one is played it gains in value, in terms of both revenue and in dwell time. It gives people a reason to come back.
"Online videos open up revenue streams and ad opportunities while increasing stickiness."
The news provider reports that Lastminute.com is just one of many online companies to be rolling-out ad-funded online video channels in an effort to boost engagement with users.
Others to adopt the model include teen social networking site Stardoll, which is planning to launch an online TV series based on fashion and beauty for teenage girls.
It follows a recent study by the Australian Internet Advertising Bureau which found that, when combined with standard display, online video marketing resulted in brand awareness rising by 38 per cent.
Posted by Angela Metcalfe
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