“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)
