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Industry

eCommerce

Objective

Driving Higher Engagement with Video

Solutions

Shutterstock Integration


“Today, more video content is uploaded in 30 days than the major US television networks have created in the past 30 years. Marketers are responding to this trend by making video a top priority in their marketing mix. With every marketer using video to engage with audiences, the competition for attention is fierce. The pressure to produce high-quality content quickly and at scale has never been greater. Shutterstock’s collection of high-quality, fresh video content is tackling this challenge head-on, providing marketers, vloggers, and creatives with millions of fresh, high-quality video clips and effects that are affordable and can elevate any video project to stand out in a crowded arena.”

Kyle Trotter

Director, Video Content at Shutterstock

Ad Performance With Video

  • ROAS: +36% With Video vs. Non-video
  • Site Visit Rate: Up to 20% Increase With Video

Bring on the Challenge

It can be a challenge to design ad creative with a strong direct response focus without sacrificing brand guidelines and overall stylistic quality. Incorporating video into an ad goes a long way in solving that — but unfortunately not every advertiser has access to relevant video content. Or if they do have their own assets, they’re beholden to long and expensive production schedules. However, thanks to SteelHouse and Shutterstock, those challenges are no longer a problem.

Enter SteelHouse

SteelHouse is a member of the Shutterstock API partner program, which means advertisers using the SteelHouse Advertising Suite’s Ad Builder get full access to the Shutterstock library at no additional charge. With countless high-quality video assets covering a wide range of categories, any advertiser is able to put their ads in motion with on-brand video footage to grab user attention and help drive performance. 

“We recently started utilizing Steelhouse’s video capabilities for our dynamic display banners and we’re seeing great results,” says Ria Taylor of The Travel Corporation, which includes brands such as Trafalgar, Contiki, and more. “With video becoming so integral to our marketing strategy and within the travel industry as a whole, it’s great knowing that we can use our creative in several different channels including display. Now, we are looking to test video banners for our other travel brands to add more variety to our media mix.” 

Regardless of where a customer is on their purchasing journey, adding video to ads helps drive action. For example, for prospecting display ads targeting users higher in the marketing funnel, adding in-banner video can increase site visit rates by as much as 20%. For social marketing, video ad placements on Facebook consistently generate strong engagement. Video is also effective in retargeting campaigns, allowing advertisers to target site visitors with ads that capture their brand’s message in a holistic, easily accessible way.  

“Incorporating video into our creative has given us the confidence to scale our remarketing efforts while maintaining high visit rates,” reports Noah Hoag, Internet Advertising Manager at Displays2Go. “The brief animation gives us an opportunity to amplify our voice on busy page space, and enhance our communication with our audience.” 

Leveraging the Shutterstock footage library also saves time, energy, and budget. Even brands with high-quality video assets have an advantage with Shutterstock. Instead of having to wait on long and expensive production schedules for new footage to incorporate into campaigns, marketers can hop into the Advertising Suite and immediately leverage high-quality footage.

The Results

Ads with video perform better, there’s no question about it. In a recent A/B test, SteelHouse compared a fashion retailer’s video ad performance with static-image ads. The video creatives generated 25.7X Verified Visits ROAS, compared to 18.9X for the static image ads — that’s a 36% increase. The same story plays out for other advertisers as well — incorporating video into ads enhances engagement and drives users to take action. With the Shutterstock library fully integrated into the SteelHouse Advertising Suite, every advertiser has the power to get their ads in motion, and start driving better performance.

“Today, more video content is uploaded in 30 days than the major US television networks have created in the past 30 years. Marketers are responding to this trend by making video a top priority in their marketing mix. With every marketer using video to engage with audiences, the competition for attention is fierce. The pressure to produce high-quality content quickly and at scale has never been greater. Shutterstock’s collection of high-quality, fresh video content is tackling this challenge head-on, providing marketers, vloggers, and creatives with millions of fresh, high-quality video clips and effects that are affordable and can elevate any video project to stand out in a crowded arena.”

Kyle Trotter

Director, Video Content at Shutterstock

Ad Performance With Video

  • ROAS: +36% With Video vs. Non-video
  • Site Visit Rate: Up to 20% Increase With Video

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