4 Digital Video Techniques Retailers Must Deploy this Holiday Season

December 15, 2016

Since inception, the metaphor for the web has been print. We read pages and the most popular social network in the world calls itself a book.

Over the past few years, that mental classification has given way as video has emerged as the primary form of Internet-based media. U.S. digital video ad spending will see double-digit growth annually through 20201.U.S. adults spend about five and a half hours every day consuming video content and more and more of that is happening on digital devices2. YouTube in particular reaches 60% of the U.S. online video viewers, according to comScore, which is far more than videos on Facebook (37%) or Twitter (10%).

Though any industry can benefit from using video to market themselves, retail in particular is a good fit. That’s because retail is increasingly becoming a multichannel experience. The NRF reports that during Thanksgiving weekend, 44% of shoppers went online and 40% shopped in-store3, indicating that many view retail as an omnichannel experience. Further, 56% of smartphone owners and 53% of tablet owners used their devices to assist with weekend shopping activities3.

Sightly Social Media Thanksgiving

Here is what every retailer needs to do to take full advantage of digital video this holiday season to drive both online and in-store sales:

  1. Re-target shoppers within a mile of a brick-and-mortar store by spending a shopping reminder with :06 bumper ads
  2. Also use :06 bumper ads to re-target shoppers within a mile of home or work with an e-commerce reminder
  3. Drive results by placing an Adword pixel on e-tailer websites for retargeting and remarketing on YouTube
  4. Personalize videos to test and evolve the best offers or featured products during a campaign

With good strategy, digital video – and YouTube, in particular – can unlock unique targeting capabilities to boost both online and in-store shopping.

Wishing you a successful sales season!

1. eMarketer
2. eMarketer
3. National Retail Federation