By: PRWeb
September 12, 2012 at 10:00 AM EDT
Consumers 27 Times More Likely to Click-Through Online Video Ads than Standard Banners
PRWeb

MediaMind, a division of DG (NASDAQ:DGIT), and the leading independent provider of integrated digital advertising solutions, announced today 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 company revealed in its research on online video. In an analysis of over 3 billion ad impressions globally over the first six months of 2012, the MediaMind study, shows an increase in consumer attention to online video in ads.

As the advertising industry adapts the Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID) standards, set by the IAB, this news will resonate with advertisers hungry for real figures to support the buzz of online video effectiveness.

"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 MediaMind study focused on analyzing the common metrics available for each video format. For both VAST and VPAID, MediaMind measured CTR and the completion rates of fully viewed videos. In addition, the company analyzed consumers' interaction rates at the ad level through VPAID.

The results also revealed that, globally, people were 10 percent more likely to watch an interactive video ad (VPAID) to completion than rich media ads that include video. This demonstrates that interactive video advertising resonates with consumers more than standard video.

The overall interaction rate for VPAID was 9.57%, meaning that one in ten people interacted 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.

"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."

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.

NA Media Contact:
Anna Martin
+1 917 549 3337
Press(at)mediamind(dot)com

About MediaMind
MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display and search. The MediaMind platform runs digital campaigns for 11,000 brand advertisers, servicing over 4,200 media and creative agencies, across 11,500 global web publishers in 75 countries.

Read the full story at http://www.prweb.com/releases/2012/9/prweb9890824.htm

PRWeb.com
Related Stocks:
Stock Market XML and JSON Data API provided by FinancialContent Services, Inc.
Nasdaq quotes delayed at least 15 minutes, all others at least 20 minutes.
Markets are closed on certain holidays. Stock Market Holiday List
By accessing this page, you agree to the following
Privacy Policy and Terms and Conditions.
Press Release Service provided by PRConnect.
Stock quotes supplied by Six Financial
Postage Rates Bots go here