ATG Adds Online Video to e-commerce Solution

At the Kelsey Interactive Local Media Conference this week, ATG which powers e-commerce websites for a number of major brands including the Boston Symphony Orchestra BestBuy.com announced the addition of an online video solution, eStara Video Connect to their suite of e-commerce solutions.

Citing the need for greater ROI analysis due to shrinking ad budgets and research showing higher engagement statistics for video, ATG VP of Media Sheri Solis said “video is the best product integration out there.”

According to research from The Kelsey Group, “sfter viewing video ads, 47.3 percent of consumers reporting visiting a Web site, 19.1 percent requested information about a product or service, 18.2 percent visited a brick-and-mortar store to check out a product, and 16.9 percent made a purchase.”

ATG’s eStara solution is already used to drive website engagement – their click-to-call solution allows users to enter their phone number and be connected directly with a retail store or orther seller, and their save-and-send option enables users to receive a text message with seller contact info. The addition of video the thinking goes will add to engagement and increases the chance of a sale.

Demo Goes Here

Of course a major part of this is that the creative needs to be engaging to begin with, just offering video alone isn’t necessarily enough but as more businesses, especially local stores look online for higher ROI ways of generating sales, ATG’s eStara’s Flash based Video Connect API and Video Connect Flash container seem to offer a pretty good turnkey solution.