Online marketing service provider Q Interactive has added video to its TrueLeads lead generation product, fusing branding and direct response marketing opportunities. Advertisers can now make use of video interstitials alongside the ability to collect information from interested users.
“The video element drives brand awareness, while providing the consumer with more detailed information about the product or service,” said Gayle Guzzardo, SVP product management at Q Interactive. “This results in a far greater quality of lead,” she said.
“It’s a convergence of branding and direct marketing,” she continued.
Current advertisers include Imperial Majesty, which has launched a video campaign to promote its range of cruise line vacations.
“The ability to emotionally engage consumers with video and then provide them with the means to immediately opt-in for more information is a powerful proposition,” said Ann Zinser, VP of LZL Inc., the firm responsible for the campaign.
The TrueLead product utilizes Q Interactive’s TrueConversion targeting technology, which targets consumers using demographic, behavioral, and transactional data. The company claims its network reaches more than 10 million monthly unique visitors.
“Video in lead generation should appeal to established brands as it allows them to promote brand awareness. At the same time, for brands that aren’t household names, it will help them to build consumer trust,” said Guzzardo.
TrueLeads is currently available to advertisers in the U.S., Canada and the U.K., but Guzzardo said Q Interactive recognizes the potential of lead generation elsewhere, and is continuing to “explore” other markets.
Guzzardo is chairwoman of the Lead Generation Committee of the Interactive Advertising Burea.
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