Cisco chose video to introduce prospective customers to its products. But Cisco beyond grabbing prospects' attention, they wanted to get them more deeply engaged with related product information and get them to consider purchasing Cisco products.
Video ads may be superior for branding but the advertiser still needs to channel prospects to relevant, self-qualifying actions based on the interest stimulated by the video, instead of disengaging.
Linkstorm designed a multi-destination menu that could be unfurled via a roll-over at any time during video playback. While they watched the video, viewers were able to browse Linkstorm menus to find their way to information most relevant to them.
Across several media placements, visitors clicked through to deeper product information at a rate of 20% of the Linkstorm menu unfurls.