Mediamind, a division of DG that specialises in online advertising, has released the findings of a report that found 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. While clicks are rarely the main goal of video advertising campaigns, the results will be welcome news to those hoping to encouraging more performance-minded advertisers into the space.
In preparing its ‘Instream Video Research Report’, Mediamind analysed over 3 billion ad impressions globally over the first six months of 2012, and the company said there has been an increase in consumer attention to online video in ads. Mediamind say part of video advertising’s increased success can be attributed to the improved VAST and VPAID standards introduced by the IAB earlier this year.
Interactivity Driving Engagement
Seneca Mudd, Director, Industry Services and Head of the Digital Video Committee, IAB, said, “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.”
The study focused on analysing CTR and the completion rates of fully viewed videos, as well as consumers’ interaction rates at the ad level through VPAID. People were also10 percent more likely to watch an interactive video ad (VPAID) to completion than rich media ads with video, which Mediamind says demonstrates that interactive video advertising resonates with consumers more than standard video.
Almost one in ten people interacted 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.
“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. “This global benchmarking from such a massive volume of impressions is tangible evidence that consumers are keen to engage with brands via online video content.”
You can download the report here.