Study: Rich media boosts clicks, site visits

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New York—Ads featuring interactivity, animation, pop-ups or video are much more likely to prompt click-throughs to the advertisers' websites for more product information than static banner ads, according to a study by digital advertising company MediaMind. According to MediaMind's “The Rich and the Powerful,” rich media ads overall prompted user click-throughs at four times the rate of standard banners; rich media ads that feature video resulted in click-throughs nine times higher. Rich media ads also tended to increase site visits that didn't involve clicks, according to MediaMind's study: Post-impression site-visit rates inspired by rich media ads with video were almost double the post-impression visits prompted by static banners. MediaMind's study, which took place from June 2010 to June 2011, is based on an analysis of 12.1 billion impressions from 23,626 different ads on its platform.
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