Web users cast their eye, and mouse, over rock band's video banner 

Tuesday, August 23rd 2011 by John Burns

Video banner advertising has been proven to increase website promotion and sales after research was carried out within the music industry, specifically on rock band Beady Eye's album.

The test measured the impact of video banner advertising in correlation to the number of album sales it generated and found that the banner resulted in an 80 per cent sales boost for the band's debut album entitled Different Gear, Still Speeding.

Carried out by web analytics firm Buzzdeck, the research clearly shows that video banners should be a part of any managed emarketing strategy.

During the experiment all other forms of advertising and promotions were suspended for the duration of the test, leaving just the video banner. The campaign produced a sales spike that lifted sales by 80 per cent.

John Leahy of Beady Eye Records, a record label set up by the band which was created by former members of rock giants Oasis, said: "We 19ve always known there 19s a correlation between video banner advertising and sales but with this test we were interested in causality 13 did A cause B to happen?"

"The results are evidence that video banner advertising has matured into the most accountable and cost effective of the numerous digital advertising techniques."

The impact of advertising on sales in the music industry is ordinarily restricted to the scrutiny of TV and radio campaigns but this test reflects a growing trend within record labels to collect and act on data gained via analytics tool such as Buzzdeck. What's more there's no reason to suggest that other sectors and firms can't benefit from this sort of advertising.

Lee Henshaw of Silence Media recently said that the advertising could be well used by firms and sectors with declining advertising budgets, such as the music industry.

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