GLOBAL, SEPTEMBER 17, 2012 – On September 13, DG division MediaMind, released to the world new research results which claim 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. The principal independent provider of integrated digital advertising solutions analyzed more than 3 billion online video ads globally during the first half of 2012 to show the true potential of online video in ads. The study was conducted by examining the shared metrics available for each video format. For both Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID), MediaMind measured CTR and the completion rates of fully viewed videos as well as the consumers’ interaction rates at the ad level through VPAID. The findings demonstrated that online video is more effective than rich media in the three metrics measured: CTR, interaction rate and completion rate.
The benchmark research report claims that, “video is an essential part of a marketer’s repertoire, and online and mobile usage is growing.” The results of the study will undoubtedly give rise to a new faith of advertisers in the use and effectiveness of online video ads, especially since the advertising industry has recently begun to adapt the VAST and VPAID standards, set by the IAB.
“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 Industry Services Director and IAB Head of Digital Video Committee, Seneca Mudd.
The study claims that one in ten people interact with ads while the video is ongoing, supported by findings that calculated the overall interaction rate for VPAID as 9.57%. Moreover, interaction rates peaked at more than 500% (five interactions per ad per campaign) for some of the more outstanding campaigns examined.
Research results also indicated that users were 10 percent more likely to watch an interactive video ad (VPAID) to completion than rich media ads that include video, illustrating the influential appeal to consumers of interactive video advertising in comparison to standard video.
“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.”
