Eataly wanted to increase product consideration among new, potential customers, drive more traffic to their website, and increase purchases. They were interested in testing how video would work for this objective but previously had challenges scaling video production and customization to the necessary level as they have thousands of individual products and more than a hundred different product categories.
To ramp up the usage of video advertising, Eataly decided to test Smartly.io's Video Templates, which enable advertisers to create fully customized, on-brand videos at scale from product data feeds and existing static & video assets.
Smartly.io’s Video Templates enabled Eataly to create & edit customized videos of different product categories featuring some of the best-selling items per category. To prove the power of video ads for generating traffic, they tested these customized videos against image carousels that were enriched with on-brand graphics using Smartly.io’s Image Templates.
The ads were targeted to Lookalike Audiences of previous customers and website visitors, and Eataly used A/B testing to ensure the results were statistically reliable.
A/B testing proved that using customized, on-brand videos are the recipe for success for Eataly. Videos performed significantly better than static image assets and drove 43% better CTR with a 47% better, positive return on ad spend against static carousel ads.