ECMOD 2008 Preview
Powerhouse to HowTo.tv produces
launch rich-media
click-to-buy
tools at ECMOD
videos for Oli
Powerhouse, a specialist in photography and video production,
will unveil rich-media imaging and interactive video for web
offerings at ECMOD. Designed to create improved engagement
with online customers, increased click-throughs and higher
conversion rates, Powerhouse’s services will integrate with
existing ecommerce systems. Managing director Neil Adams
said that trials of the system with “major online retailers” were
successful, providing a more interactive experience for the visitor
and creating a “stickier” website for the retailer.
Powerhouse managing
director Neil Adams
Willcocks
Oli, the Otto-owned fashion and to checkout. According to
completes MBO
decor brand, has introduced HowTo.tv, watching video
videos to its website as part of content online is gaining
of Screen Pages
the launch of its autumn/winter popularity with web visitors
Fusion range. The videos were as other forms of advertising
developed using HowTo.tv’s are losing favour. In recent
Ecommerce service provider Screen Pages has undergone a IDST technology, which allows research carried out for HowTo.
management buyout from Pindar Graphics. Managing director viewers to click on highlighted tv, 83 percent of 25- to 34-year-
Roger Willcocks, who has been with Screen Pages since 2002, led items in the video and add them olds and 74 percent of 16- to
the buyout, supported by financial backing from Liquidity. Joining to their online shopping basket. 24-year-olds stated that they
Willcocks on the management team is his wife, Sarah, who has Three videos lasting three to have watched online videos,
been the company’s business development director since 2004. four minutes each have been compared with a national
A statement from Screen Pages said Pindar Graphics agreed produced to show the range, average of 70 percent. When
to the transaction after a review of its business strategy. A decision designed by PPQ, Project asked what would be the effect
was taken to concentrate on Pindar’s “proprietary software offering” Catwalk winner Jasper Garvida of a video ad on their favourite
linked to its print, design and digital photography services. and model-turned-designer website, 56 percent of the 16- to
Nothing will change in the day-to-day running of Screen Pages, Jodie Kidd. All three videos are 24-year-olds and 44 percent of
according to Roger Willcocks, who added that he will work “to available to view at Oli.tv and the 25- to 34-year-olds said it
improve customer service levels and reinforce our commitment to via a link on the Oli home page. would make them more likely to
provide creative, technical, analytical and marketing guidance to Once a shopper has clicked purchase the brand, compared
clients”. Willcocks also confirmed that Screen Pages and Pindar on an item to add to her basket, with 38 percent of the 35- to
have entered into a joint marketing agreement whereby customers she can choose to continue 44-year-olds and 29 percent of
of either supplier can take advantage of both companies’ services. watching the video or proceed respondents aged 45-54.
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