According to the latest research by display marketing specialist, Adform, consumer engagement with online video ads is increasing.
Over the past decade click through rate’s (CTR) for standard banner ads have continued to decline.
Oddly enough, digital advertising solutions provider, MediaMind attributes this to the success of online advertising.
The more ads we saw online, the more we became accustomed to blocking them out, most of us can probably view a website’s content without even noticing the ads surrounding it.
Better technology has allowed online ads to become more sophisticated, rich media ads, those that incorporate social, interactivity, e-commerce or video elements are proving to be more successful.
Adform’s latest barometer, which measures consumer trends and engagement with online display advertising in Europe shows that rich media ads are clicked on four times more than standard banners and click through rates grew ten times more between Q2 and Q3 2012.
The rise of online video ads and other formats has boosted online advertising, the latest Internet Advertising Bureau UK (IAB) advertising expenditure report, shows digital video advertising increased 43% to £69.8 million from £49.0 million, accounting for 12% of online and mobile display in the first six months of 2012.
Adforms research shows that the online advertising format that European consumers most engage with is the slider unit, where advertising sweeps across the consumers screen at their own request containing video or other interactive elements. The rate of engagement was found to be 63 per cent higher with this unit than the average rate for all other campaigns across Europe.
