Food Network Increases Visitor Engagement With the Omniture Online Marketing Suite
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Leading Recipe and Cooking Site Improves Video Plays by 30 Percent With Omniture Products
Tuesday July 14, 2009, 8:00 am EDT
Omniture, Inc. (NASDAQ:OMTR), a leading provider of online business optimization software, today announced that Food Network used the Omniture Online Marketing Suite to increase video views on its Web site by 30 percent. The leading recipe and cooking site deployed Omniture SiteCatalyst, Omniture Discover OnDemand, and Omniture SearchCenter, which are part of the Omniture Online Marketing Suite(TM), an integrated suite of applications that enables marketers to unleash the power of their customer data to optimize conversion while delivering customers relevant, personalized experiences.
Prior to implementing the Omniture Online Marketing Suite, Food Network offered video on 10 percent of its site and needed increased insight into the way visitors were interacting with video. The company tested a variety of content to drive visitors to view video, then used Omniture SiteCatalyst and Omniture Discover OnDemand to measure video views from natural search visitors. This helped Food Network understand which natural keywords were driving video plays and which landing pages were performing best when entered from natural search. By making video content more accessible to visitors from natural search, video views increased by 30 percent and video completion rates increased by 35 percent.
"Prior to using Omniture, Food Network was unable to understand the importance of video to our viewers and how video views impacted the rest of their site visit," said Richard Calentine, senior analyst for Food Network. "Using SiteCatalyst and Discover OnDemand, we were able to understand when visitors view video and how much they watch, and used that insight to give visitors the more relevant experience they were looking for. |
