P&O claims cruise first with video ads

P&O Cruises has become the first UK cruise operator to trial Google’s pay-per-click video advertising format.

The cruise line will adapt existing cruise footage from its website to use in the sponsored links section of Google Video.

The Google system has been in place since earlier this year and marks a concerted effort by the search engine to boost its PPC revenue stream as multi-media channels such as video grow in popularity.

The ads have been developed by Yucca, P&O’s agency charged with handling search marketing campaigns.

Yucca creative technology director, Richie Jones, said: “Traditional keyword-based search campaigns will still provide the foundation of a search strategy, but Video Ads allow a more dynamic opportunity.

“And one which can potentially leverage your above the line activity directly.

“It’s also a chance to generate some very cost effective clicks because there’s plenty of capacity on the network at the moment.”

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