According to Brightroll in a survey, 64 percent of advertisers said they believe that online video advertising is equally or more effective than the ads that show up on TV. Not surprisingly, as one of the contributing factors is that three-quarters(74%) of global respondents report watching video via the Internet(on any device), as stated by Nielsen in its Multi-Screen Media Report May 2012.
But just how effective is online video? And with IAB introducing VAST and VPAID, how does the performance of these two compare with normal in-banner video?
In our latest research, we provide solid statistics on how impactful online video can be, and that include in-stream VAST and VPAID.
In this benchmarks report,we analyzed over 3 billion ad impressions globally over the first six months of 2012, which indicated a real appetite for increased consumer attention to online video in ads.
We revealed 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. Wow!
“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 Seneca Mudd, Director, Industry Services and Head of the Digital Video Committee, IAB.
The findings also revealed that the overall interaction rate for VPAID was 9.57%, which translates into one in ten people interacting with an ad while the video was playing, for example, with a game or a survey. Interaction rates peaked at more than 500% (five interactions per ad per campaign) for some of the most impressive campaigns surveyed.
The Benchmark study results demonstrate that online video is more effective than rich media in all three metrics measured: CTR, interaction rate and completion rates.
To download the full In-Stream Video research report, see here.