Britain’s leading cruise line, P&O Cruises, has begun a trial of Google’s PPC Video Ad format on the UK search engine’s network.The new click-to-play format was released earlier this year, and P&O Cruises is the first cruise operator to trial the new service.
Richie Jones, Creative Technology Director at Yucca - the agency responsible for P&O Cruises search campaigns - explained the opportunity the new format represents: “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’.
P&O Cruises has adapted existing cruise video footage from its website for the Google Video Ad test.