Isn't it exciting to be involved in the online video space when it is so obvious that the power of online video to drive action both online and offline is going to forge a bright future for the medium?  Here is just another example of the power of online video in a niche industry - The Bling Bling industry.

According to results from the Fall 2008 Ad-ology Media Influence on Consumer Choice survey, online video was cited by many consumers (20% of all males surveyed) as a significant influence in their recent purchases of jewelry and watches.

"Online video is fast becoming an increasingly popular advertising vehicle, especially for marketers of style products," said C. Lee Smith, president and CEO of Ad-ology Research. "Many videos found online for watches resemble mini-movies more than commercials. Our study finds that for one in five male jewelry/watch buyers 18 to 24, online video does more than entertain, it impacts what they buy or where they buy it.

Additionally, Lee Smith, president and CEO of Ad-ology Research recommends that jewelry and watch marketers utilize pre-roll video advertising.

"Pre-roll video advertising on other Web sites may also be an effective option for jewelry/watch marketers."

Other key findings from the survey:

  • 50.9 percent of U.S. adults 25-34 say they bought jewelry or a watch recently.
  • Nearly 84 percent of consumers prefer to buy jewelry/watches in a store as opposed to online.
  • The store experience is important: 63.5 percent rate store reputation and 65.9 percent rate the sales staff as important factors in their purchases.
  • 47.9 percent of recent jewelry/watch purchasers were influenced by information or advertising from newspapers. Magazines, television, and direct mail were also among the most influential traditional media.
  • More than 20 percent of respondents consider cause and/or charity support by a manufacturer or store to be somewhat or very important. That number goes up to 25 percent for African-American consumers.
  • DavieAlvin

    Lately, people tend to spend a lot more time in front of the computer, browsing the web for news, movies or shopping items than they used to. By doing just this, I purchased a marcasite watch, a beautiful piece of jewelry that I didn't even know it existed until I've seen it in a video on a jewelry site. Videos have a great impact on the buyer and marketers and advertisers know this very well. The internet offers them endless possibilities of advertising even for the "Bling" industry.

  • totem111

    I love the advert :) I sure I have seen similar ads using the same idea. I probably shop more on the internet for jewellery than shops, the internet has much more variety, especially when it comes to unique items like Cuff links.

  • Diawork1

    Online videos are getting more and more popular by the minute and i find this a really great idea from an advertising point of view. People see a video about a product or a lot of them and then can see first hand what is all about, in a video u can pause and look for anything your heart desires. I found that shopping online for jewelry is not an easy task and some stores are better then others but i remember that i was searching for a perfect gift for my boyfriend and found turquoise jewelry and my problems went away. There is nothing like a good store to help you in a thought moment like picking a gift for someone you love.

  • PierreLavoisier

    What do you think about turquoise jewelry? How would that work with video streaming on

    • IreneColdman

      You can video stream anything, but the most important part is to actually talk to the targeted people that will probably be your customers and reach them. You also need to be creative and have something that is very attractive. Well, a social media tutorial might be useful for you.
      green diamond