Canadian sports store chain Sport Chek has launched two new video ads, that allow people to buy the featured products immediately in a web shop.
"World leader in digitizing retail"
Both videos are on YouTube and are part of owner Google’s new strategy to try and get more advertisers to the video website. “We think there’s a tremendous opportunity for retailers here,” said Rafe Petkovic, head of retail at Google Canada, to Canadian newspaper The Globe and Mail. “Traditionally, they inspired customers through television advertising, but didn’t link them to the purchase point.”
Sport Check’s ads are rather simple at the moment: the links appear in a list on the right side and do not track the items throughout the video. Sport Check has bought a ‘pre-roll’ on YouTube, showing the ad before other clips are shown.
It is not a coincidence that Sport Chek is collaborating in this Google experiment: “We want to be a world leader in digitizing retail”, said Sport Chek's CMO Duncan Fulton. His company has allocated 20 % of its advertising budget towards digital media. Early next year, it will not distribute its paper magazine for one week in order to focus completely on digital advertising.
(Translated by Gary Peeters)