A few months ago we commented on a company offering high-end video analysis of yearlings for the Keeneland Sale.

It was quite interesting to speak with the company's marketing director recently to hear how the product had performed relative to consignor success.

The results are as follows:

The cumulative average of the Keeneland September Sale was US$108,420. Of those vendors using GaitCam at GaitCam.com the cumulative average yearling price was $166,805 (54% increase).

Overall GaitCam.com Statistics from August 28 to September 24, 2005:

- Total visits to GaitCam.com website: 3,389 Visits
- Total screen views: 9939 views
- Average visit length: 4.5 minutes
- Average visits per yearling: 39.4 visits
- Most active time: 8:30 PM – 9:00 PM
- % Visitors who visited more than once: 34%

Of note 3 of the 40 yearlings that sold for $1 million or more were also profiled on the site.

It's always useful to follow up these initiatives to see how they worked out. With broadband penetration rates increasing and marketing efforts now needing to be tailored to a worldwide audience it's not surprising to see technology playing a prominent role.