Monetization Monday: Click-through Rates for Video 12x Rich Media Ads

By on Dec 10 2012 at 8:00 AM

When it comes to click-through rates, video trumps traditional media.

A report from MediaMind (no relation to VideoMind) found that the click-through rate for online video is at 2.84 percent, 27.4 times that of banner ads and 12 times that of rich media ads. 
Furthermore, the study found that people are 10 percent more likely to complete interactive video ads compared with rich media ads, highlighting how interactivity resonates deeper with consumers than standard video. Overall, one in 10 viewers interacts with such an ad, with interaction rates peaking at more than 500 percent, which translates to five interactions per ad per campaign, for some surveyed campaigns.
“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, which owns MediaMind. “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.”
The research, which analyzed 3 billion ad impressions throughout the first half of 2012, reaffirmed that online video advertisement scores high among consumers when it comes to general viewer engagement, brand awareness and ad recall than traditional media. With a growing number of viewers, online video ad spend is expected to increase to $8.04 billion in 2016, up from $2.93 for 2012. Advertisers intent on reaching viewers should dedicate more of their growing ad budgets on online video.


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