Shop Direct is working with to allow its affiliate marketing partners to host video ads online.

Affiliate network has worked with video specialist Coull to create a video application using content from the Littlewoods Direct web site. said this is the first time that such a video format has been used as part of an affiliate campaign in Europe.

Shop Direct e-commerce director Neal Preece said the application would put it at the forefront of affiliate marketing. “The ability to take the customer directly to a product page from a product video opens up exciting opportunities.”

Affiliates can add the videos to sites and receive the same commission if a customer clicks through to as they would normally. Affiliates can choose from four womenswear videos and tracking and reporting technology ensures they receive commission, even if the video is copied from their site and used on video-sharing or social networking sites. client services director Louise Green said she hoped the application would allow it to target affiliates that may not have wanted to work with traditionally because they want richer content than it could offer previously.

Green added that she expects the affiliate network to roll out the video platform to other retailers it works with in future.