Inditex brands utilize YouTube’s
“TrueView” advertising, and in Q4 2015, the top ten videos by fashion
brands (excluding fragrance content) derived 95% of their views from
paid media.
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Surprisingly, while the majority of brands are willing to invest in
their videos to be viewed, few are willing to take the next step to
encourage conversion. Ninety-five percent of brands create videos that
live on their site, but just 16% produce shoppable video or shoppable
content related to the video.
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