COPENHAGEN, April 12, 2011 /PRNewswire/ -- Video banners and online videos are increasingly coming into use among advertisers to pique a target group's curiosity. The struggle for attention is tough, and therefore it is important to think in terms of new and creative approaches. In January, when Novozymes published its annual report, they decided - as the first company in the Nordic region to do so - to utilise live streaming directly in banner advertisements.
The technology was supplied by digital marketing company Adform in cooperation with streaming company Qbrick Denmark, and the marketing results were spectacularly positive. The innovative campaign setup, with over 158,000 unique frames, contributed greatly to the dramatic increase in the number of visitors to Novozymes' annual report site compared to last year, despite having a smaller budget this year. At the same time, the live streaming banner attracted significantly more attention than a traditional banner and resulted in a click rate that was 70% up on last year!
"We want to make the world aware of how our biological solutions can replace oil-based products in everything from petrol to washing powder, and help the world's industries to make more and better products out of fewer raw materials," explains Kirsten Laugesen, Corporate Media Manager at Novozymes. "And we want to communicate this message in an innovative way. The new banners attracted a great many more visitors to our annual report site this year than last, despite our basic premise of fewer banner views and a smaller budget."
The campaign, targeted primarily at investors, was carried on Borsen.dk, Business.dk and Euroinvestor.dk. In addition to live streaming, the campaign comprised a pre-presentation teaser banner and a looping banner that "re-broadcast" the annual report meeting after the event had taken place. The three banners were set and timed beforehand with the help of Adform's online platform, so that graphics and messages did not need to be replaced during the campaign.
"Technologically we have come a long way," says Lars Anthonisen, Marketing Director at Adform. "Video banners are now widespread, so it certainly pays for advertisers to think in terms of more creative superstructures."
Versatility is the key word when considering the creative video opportunities that Adform can deliver. The Video Cube format - an interactive cube that the user can rotate and use to activate film clips - enhances interaction, while social sharing widgets integrated into the video banners increase the prospects of spreading the campaign message. Further examples of customer cases from Adforms' Creative showcase can be seen at http://www.adform.com/site/creative-showcase/.
Adform is a leading international supplier of products and services in digital marketing. Founded in 2002, the company now has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw, Vilnius, Prague and Copenhagen. For further information, please visit http://www.adform.com.
Qbrick is the leading European supplier of rich media distribution for web and mobile. For more than 10 years, Qbrick's platform has been the forerunner in Scandinavia and today Qbrick has offices in Denmark, Sweden, Norway, Finland and Spain. For further information, please visit http://www.qbrick.com.
Novozymes is the world leader in bioinnovation. Together with customers across a broad array of industries Novozymes creates tomorrow's industrial biosolutions, improving its customers' business and the use of our planet's resources.
With over 700 products used in 130 countries, Novozymes' bioinnovations increase industrial performance and safeguard the world's resources by offering superior and sustainable solutions for tomorrow's ever-changing marketplace. Read more at http://www.novozymes.com.