Industry

Stock Photography & Video

Objective

Reengage site visitors & drive click conversions

Solutions

Facebook Video


“Connecting with our clients on social is vital. The ability to beta test against our current static Facebook campaigns was instrumental in guiding our social strategy not only now, but for the remainder of the year. The findings were applicable to additional marketing channels, and I am elated to have data backing up our push to serve video across multiple areas.”

Alix Carlson

Global Online Marketing Specialist, iStock

Facebook Video Ad Results

  • Click Through Rate: 6X Higher VS Static
  • Return on Ad Spend: Up 82% VS Static
  • Cost Per Acquisition: Down 35% VS Static

Bring on the Challenge

iStock’s main objective was to discover whether video placements outperform their static campaigns in a head-to head bake-off. In doing so, they wanted to find the best tactic to build awareness of their massive library of video footage, and to improve performance over current retargeting efforts using static images.

Enter SteelHouse

Facebook was well suited to support this initiative with its broad array of video placements, cross-device functionality, and its easy to use hosted-video solution. To start, SteelHouse applied learnings and strategies derived from previous static image campaigns to take full advantage of Facebook’s expanded offering.

Ad units featuring a selection of iStock’s stunning 4k quality videos were run across Facebook, Instagram, and the Facebook Audience Network. Campaigns were optimized for reach and performance, based on iStock’s goal to increase click conversions at a lower cost.

After 30 days, results were compared against static ads that ran at the same time.

The Results

The video ads outperformed static creative in every possible way and also received over 10x as many post shares.

After seeing so much success with video on Facebook, iStock plans to continue using Facebook video to tell their brand’s story while exploring the use of video in other placements and ad formats, like Instagram Slideshow and Stories.

Emboldened by their video success, they are now experimenting and finding success with other formats, such as single-image and slideshow with SteelHouse.

“Connecting with our clients on social is vital. The ability to beta test against our current static Facebook campaigns was instrumental in guiding our social strategy not only now, but for the remainder of the year. The findings were applicable to additional marketing channels, and I am elated to have data backing up our push to serve video across multiple areas.”

Alix Carlson

Global Online Marketing Specialist, iStock

Facebook Video Ad Results

  • Click Through Rate: 6X Higher VS Static
  • Return on Ad Spend: Up 82% VS Static
  • Cost Per Acquisition: Down 35% VS Static

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