Everybody knows online video is more effective than traditional banner advertising. Right? Today, MediaMind is dishing out the figures to show just how impactful it can be. In our benchmarking report on online video , we revealed that the click-through rate (CTR) for online video is 27.4 times that of standard banners and almost 12 times that of rich media ads. Wow!
MediaMind analyzed over 3 billion ad impressions globally over the first six months of 2012, which indicated a real appetite for increased consumer attention to online video in ads.
Published at the heels of the advertising industry’s adaptation of Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID) standards set by the IAB, the global benchmarking results are good news for advertisers hungry for real figures to support the buzz of online video effectiveness.
“We have seen the increased importance of video interactivity from marketers and agencies and this research underscores why. As key pillars of the IAB Video Suite, VAST and VPAID allow the marketing community to drive true engagement with vital creative experiences through video messaging,” said Seneca Mudd, Director, Industry Services and Head of the Digital Video Committee, IAB.
The results indicate that interactive video advertising resonates with consumers more than standard video. Globally, people were 10 percent more likely to watch an interactive video ad (VPAID) to completion than rich media ads that include video.
The findings also revealed that the overall interaction rate for VPAID was 9.57%, which translates into one in ten people interacting with an ad while the video was playing, for example, with a game or a survey. Interaction rates peaked at more than 500% (five interactions per ad per campaign) for some of the most impressive campaigns surveyed.
While consumers are increasingly driven to engage with brands online, the onus is on the marketer to harp on this shift in consumer behavior.
“As online video formats become more mainstream, the marketer will be free to focus on simply adjusting their video creative for any platform – TV, online or mobile ,” said Ricky Liversidge, Chief Marketing Officer, DG.
For the full report, see HERE