This type of campaign is ideal for brands and start-ups that conduct a large part of their business through online actions: sales or lead generation.
It will therefore greatly benefit:
> E-commerce sites – whose online shopping cart and sales can be easily tracked.
> Digital Native Vertical Brands (DNVB) aka Direct-to-Consumer (DTC) – those start-ups and hyper-specialized brands with short, often highly committed and customer-focused channels where more than 80% of sales are made online.
> The « perfidious advertisers » – those well-known brands whose main business lever is to generate requests for quotes (work, insurance, etc.), catalogs (tour operators, etc.), test drives (cars, etc.), etc. online in order to complete their acquisition funnel.
These players very often have many traditional acquisition channels such as Google Search, Facebook, Instagram, Display… mostly with banner formats or short product videos coupled with remarkably effective re-marketing approaches.
But video often remains a little or badly exploited lever because the entry fee is perceived as higher and the slightest error in creative or distributive methodology is unforgiving in terms of ROI.