According to a quarterly survey of video presence at major online retailers, e-commerce video is becoming an increasingly important part of the sales process at many sites. The number of retailers using 1,000 or more clips has increased 50%, now comprising 32% of retailers, up from 22% the previous quarter. Leading the way is Overstock.com, which carries approx. 95,000 product-oriented clips. Close behind is Amazon.com with 72,636 videos. Also deep into video are the online extensions of the shopping channels, HSN (29,6220 videos) and QVC (17,687). The most impressive shift is not the higher volume of videos being used by retailers so much as the number of companies now recognizing the power of video to sell the goods.
In addition to leveraging video on site, retailers have been upping their presence and acceptance on YouTube. Subscribers to retailer video channels increased 21% in the quarter. The number of retailer videos posted to YouTube in the quarter rose 9% to 96,000, and the 420 million views of these videos represented a 13% quarterly increase. Nike and Systemax (TigerDirect, CompUSA, CircuitCity) enjoy the most video views on YouTube.
Another key area for tying video to sales is search visibility. The number of retailer videos popping up in search results has also increased substantially, he says. In this respect HSN is a search SEO leader, with 12,500 videos being indexed, compared to Overstock with 6,310. Interestingly, high profile brand Nike also does well in search, even better than Apple or Victoria's Secret. Bing has been drilling more effectively into retailer video recently.
The metrics around video in search and on retail sites is starting to prove what many marketers felt in their gut - that video has a direct effect on buying decisions and its value can be mapped and measured.
Steve Smith, MediaPost
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