Dex One put out a release that says the company is making a bigger push with video:
Dex One recently made video a standard part of its online Enhanced Pack service – thus bringing video to Enhanced Pack clients at no additional charge. This enables these clients to have video, as well as prominent ad placement, logos and other images on DexKnows.com . . .
There are no hard numbers in the release but Dex I’m sure sees video as a potential differentiator for consumer-users of DexKnows and SMB advertisers. It may also be part of a retention strategy.
The most interesting part of the release in my view is the pricing discussion:
Dex One recently made video a standard part of its online Enhanced Pack service – thus bringing video to Enhanced Pack clients at no additional charge.
Making video a line item that has to be considered separately is probably a deterrent vs. saying “step up to the enhanced pack and you get video for free.” That makes it simpler to buy and sell.
There’s a fair amount of empirical and survey based evidence of video’s effectiveness and appeal but I’m wondering if anyone has direct experience as a SMB advertiser or on behalf of a client.