Online Video Has Significant Influence On Sales of The Bling Bling

Online Video Has Significant Influence On Sales of The Bling BlingIsn'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.

About the Study:

Online Video Has Significant Influence On Sales of The Bling BlingThe Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The survey asks a national consumer panel about key factors in their buying decisions. Respondents also rate nine types of online and seven types of traditional media in regards to how each influenced what they buy and where they buy it.

The full report covering "Media Influence on Consumer Choice: Jewelry & Watches" is available through Ad-ology and can be purchased online at http://www.ad-ology.net. The 60-page downloadable report is $495 and features 27 data charts, consumer-spending estimates on jewelry and watch purchases, and additional marketing insights.

Don't Miss Any Stories!

Get daily online video news, tips and trends via email!

About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

What do you think? ▼
  • PierreLavoisier

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

    • 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

  • 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.

  • 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.

  • 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.

↑ Top