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Countless websites have what you'd consider "personality," some even have character. Increasingly, though, they're boasting these traits in a much more physical way.

In an effort to boost brand affinity and sales, marketers are using on-line video technology to incorporate everyone from spokespeople to sports stars into their websites and on-line advertising campaigns. Earlier this season, visitors to the official site of the Toronto Raptors (nba.com/raptors) were greeted by basketball star Chris Bosh encouraging them to buy tickets to an upcoming game, for example. At the website for the NHL's Toronto Maple Leafs, rookie Matthew Stajan or famed Leafs broadcaster Joe Bowen strode across the screen. The effect is that the stars themselves are personally addressing you from inside the sites, and in both cases it's done with video technology from a company called Rovion.

"There's something about seeing a person outside of the four walls of traditional video players, surrounded by branded content," says Len Ostroff, chief executive officer of Maryland-based Rovion Inc. "Psychologically you think, 'that person is speaking directly to me."

While most video clips are confined to pop-up windows or video player screens, Mr. Ostroff explains, Rovion's BlueStream technology employs the same blue screen technique used in films to take the people delivering the message "out-of-the-box." Quick loading, clickable streaming video clips of the celebrities overlap site content for a more realistic result.

"Our players are our product, and the fans want nothing more than to interact with them," says Beth Robertson, vice-president of marketing with Maple Leaf Sports and Entertainment, which owns both the Raptors and the Leafs. "So why not use our product to help sell ourselves?"

Maple Leaf Sports has used BlueStream for several months, first with the goal of improving site visitor relations, then to drive on-line ticket sales.

"We've seen a lift in ticket sales as a result. There's a direct correlation," Ms. Robertson says, adding that more than 50 per cent of site visitors are intrigued enough to watch the clips through to the end.

According to research, enhancing a website with appealing personalities can trigger a "deep-seated" connection, one that — no doubt to marketers' delight — can indeed encourage consumers to spend money on-line. Recently, researchers at Harvard University set out to determine whether consumers would donate more to charity on-line if faced with an image of a "cute robot." The study found those who gazed into the character's eyes donated 30 per cent more money than those who made their decision undisturbed.

Even those marketers who are taking a slightly different approach to incorporating personalities into their on-line initiatives are relying on video technology to do it.

This month, Coast Capital Savings, which offers financial services to the Greater Vancouver and Victoria areas, launched the first "on-line greeter" to grace the pages of a Canadian banking website. The virtual and interactive character is intended to guide Internet users through their site experience by answering questions typed into a search field. "Julie" is currently programmed to answer more than 500 questions related to the company's products and services and even comes complete with a funny bone; ask for information about a checking account, and you'll see her write a rent check to her Mom.

Last year, San Francisco-based digital marketing agency Organic developed a North American on-line ad campaign for the Jeep Commander that centred on a fictional family called The Mudds. Through the microsite WeAreTheMudds.com and standard on-line videos, consumers were able to learn about the mud-splattered characters and follow their off-road Jeep escapades.

"We looked to real-life individuals who embraced the Jeep brand," says David Feldt, senior vice-president and managing director of Organic, which has offices in Toronto. "We wanted to use them as a mirror to hold back to [the consumers] to illustrate the experience of owning the vehicle."

Similarly, Toyota Canada ran an ad campaign for its youthful new Yaris compact car that featured a character called "Uncle Yaris." With the help of website videos and a blog, the character served to personify the vehicle and emphasize its attributes.

From a logistics perspective, the time is right for marketers to enhance their campaigns with video, which typically requires viewers to have a high-speed Internet connection. Research firm comScore Media Metrix reports that more than 75 per cent of Canadians now have access to broadband.

"I find this execution is what makes the Web so appealing in a high-speed world," says Montreal-based basketball fan Chris Emergui of Rovion's technology. "It's a good example of why the Web continues to gain more of consumers' media time. Fans are no longer limited to just reading quotes and stories from their favourite stars, but can also hear and watch audio and video clips."

Mr. Emergui, who is also president of interactive advertising agency BAM Strategy, has one recommendation for marketers who incorporate media personalities into their sites using video technology. "Add in a way to play again. If you had some young adoring fans, they may want to watch it frequently."