Developed by Coull, the click to revenue technology achieved an unprecedented 27% click-through response which compares with a normal click-through return of 1-2%. Click to revenue gives content providers instant reports, enabling them to measure exactly what consumers are clicking onto in any frame of the video.
Between the end of the November, when Do They Know It’s Christmas was first streamed online, and the first week in January 2005, the video, the first of its kind, received over 50,000 streamed views. Out of these, there were over 13,600 clicks on the video, with viewers browsing their screens for details about the artists, the song and other information.
Coull’s CEO, Irfon Watkins, said: “For the first time media agencies have an online marketing tool that enables them to develop digital media that is more engaging, more interactive and easy to measure in terms of the consumer’s behaviour. It means that music labels, film companies and other content owners have a further opportunity to derive revenue from their assets.”