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Study: Click-through rate for online video ads 27 times that of banner ads

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New York—The click-through rate for online video is 27.4 times that of standard banner ads and almost 12 times that of rich-media ads, according to a study by digital advertising company MediaMind. “In-Stream Benchmark Research” analyzed more than 3 billion ad impressions globally during the first six months of the year. According to the study, users were 10% more likely to watch an interactive video ad (featuring a game or a survey, for example) in its entirety compared with a rich-media ad that includes video. As the ad industry has adapted the Video Ad Serving Template (VAST), the click-through rate for such messaging grew to 3.05% in the second quarter of 2012, compared with 0.77% in the same time period in 2011, the study found.
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