Video is effective for online advertising, says a new DoubleClick study
Online video is a highly effective format for online advertising—Internet users have significant interaction rates with video ads, users click the Play button more than they click on image ads, and video click-rates are far higher than those of image format ads, according to research by digital marketing technology and services vendor DoubleClick Inc.
Video ads in the study include a panel of control buttons to play, pause and stop a video. The rates for those actions are calculated as a percentage of total impressions served. Consumers are roughly twice as likely to play (or replay if a video starts automatically) a video ad as they are to click through on a static JPG or GIF ad, the research finds.
Further, online video ads experience click-through rates ranging from 0.4% to 0.74% depending on the video file format; by comparison, the click-through rate for GIF or JPG image ads ranges between 0.1% and 0.2%, according to DoubleClick data. DoubleClick conducted its analysis of more than 300 online video ad campaigns placed by more than 130 advertisers over four months in 2006.
Because of online video ads’ ability to convey a story through sound and motion, most advertisers think of them as a format for driving brand awareness, DoubleClick says.
“Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales,” says Rick Bruner, research director at DoubleClick. “The results show there are clear ROI advantages to placing video ads. We expect to see strong growth in the number of companies reaping the benefits of online video advertising in the coming months and years.”
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