When it comes to digital advertising, success is often measured by simple metrics such as impressions and views. But one retail brand wanted to go beyond passive engagement and turn digital interest into real-world action. Looking to increase awareness and drive in-store visits for an essential health service, they needed a solution that didn’t just inform consumers, but inspired them to take the next step.
The Challenge: Leverage Video Ads to Drive Action
The brand’s goal was simple: spread the word about health service availability and encourage people to book appointments at one of their many locations. But traditional instream video ads often stop at awareness, leaving a gap between viewing an ad and taking action. The brand needed a way to close that gap while keeping the experience seamless and engaging.
The Strategy: Tap Into Interactive Video Ads with CTAs
To make that happen, the brand partnered with PadSquad to launch an interactive pre-roll video campaign using PadSquad’s VidStream+ format. Unlike standard video ads, this format combines sight, sound, motion, and interactivity within instream video ads to captivate audiences and prompt engagement and action. For the brand's campaign, PadSquad made it possible for viewers to do more than just watch. With a seamless interactive overlay, viewers were prompted to book an appointment right then and there, transforming the ad experience from simply informative to highly actionable.
Demo shown is for illustrative purposes only and does not depict the actual brand or creative that ran in-market.
The Results: Interactive Video Ads Drive Business Results
Incremental Visits: By leveraging PadSquad’s VidStream+, featuring an interactive overlay to help viewers book appointments, the campaign successfully drove 350,000+ incremental visits to store locations, resulting in a 9% lift in foot traffic. This demonstrated how interactive video can effectively bridge the gap between digital engagement and real-world action.
Click-Through Performance: The campaign’s interactive elements resonated with viewers, generating a click-through rate 8.5x higher than industry benchmarks. This significant lift highlighted the power of interactive video in turning passive viewers into active participants.
Cost Efficiency: With a cost-per-incremental visit of just under $0.50, the campaign proved to be a highly efficient solution for driving in-store traffic. This cost-effectiveness reinforced the value of leveraging interactive ad formats in retail advertising.
Long-Term Impact: Beyond immediate engagement, the campaign’s influence extended well beyond the initial exposure. With over 4.5 million projected visits following ad exposure, it was clear that this strategy left a lasting impression, effectively converting awareness into sustained consumer action.
Takeaway
This case study is proof that retail video advertising doesn’t have to stop at brand awareness. With the right mix of pre-roll video assets, engaging interactive overlays, and a strong call to action, brands can create ad experiences that don’t just capture attention but actually drive action. By making it easier for consumers to take the next step, brands can turn video views into store visits, and ultimately, into business growth.
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