It was one of those Whoa! moments that come out of nowhere. A sales rep was demonstrating an email tool. She decided to show us live data from an advertiser that didn't compete with our clients.
The advertiser, who'll remain anonymous, is a high-end B2B player with an excellent brand. Over several months, they had run a series of HTML email ads, varying the creative approach each time.
The difference between the strongest and weakest ad, in clickthroughs, was incredible: seven to one. Naturally, we were eager to see the creative treatment used in the highest-pulling ad.
The centerpiece of the email ad was a short video viewers ran when they clicked through to the landing page.
I'm sure you've seen stats on how video impacts marketing results. But I'll bet you haven't run a test of video vs. no video in search or email marketing. Few marketers have. Most haven't even placed video content on YouTube. Or on Facebook. Or on other so-called Web 2.0 sites.
We're out to change all that. Mothers of Invention is offering genuinely interesting Web video at a small fraction of the cost of a typical TV spot -- especially if you agree to do a split-run test of video vs. no video on AdWords or somewhere else, because we want to see businesses get more scientific about this stuff. We are, after all, in the measurable marketing business.
Basically, if you're out to do cool stuff with Web video, and don't want to pay through the nose, we should talk. Email me at robert@themothersofinvention.com to arrange a discussion. Or phone me 978-897-3800 x11 to set it up.
