Bristol based Coull have partnered with buy.at to mark Europe’s first use of interactive video advertising and affiliate marketing

AOL’s advertising business Platform-A’s buy.at has launched an online interactive video application for Shop Direct Group, the UK’s leading online and home shopping retailer. Developed in conjunction with Coull, the application is available for affiliates on the buy.at network and is the first time this video format has been used as part of an affiliate campaign in Europe.

The interactive video advertisements feature models wearing the latest big-brand clothing from the Group’s LittlewoodDirect.com site. Each item of clothing and accessory featured in the video has been assigned its own tag. Customers can click through to a dedicated page for the product, and a further click will forward the customer to the product page. The activity is tracked to ensure affiliates are paid the correct commission for the activity they generate.

Coull is a video advertising enabler and through its in-house interactive video platform Coull Engage®, enables advertisers, brands, agencies and web publishers to create interactive video campaigns that deliver a customisable user experience with above average levels of engagement.

Irfon Watkins, CEO at Coull comments, “Interactive video is a powerful tool for enhancing product placement and driving sales online. buy.at is an innovator in the affiliate sector by offering interactive video to its network of 9,000 affiliates. Major brands are getting excited about the impact interactive video advertising will make to their online campaigns.”

Other clients who benefit from Coull’s technology include Agent Provocateur, Boots, Mindshare, Renault and Unilever.

Coull also announced this week that they have opened a London Sales office in Regent Street. Click here to view Coull’s work with Littlewoods Direct and their other online video campaigns.