Consumers more likely to click online video ads

Research by MediaMind, an independent provider of integrated digital advertising solutions, has 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.

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 analysing 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.