Consumers Interact with Video Ads More Than with Image Ads.

Video Click Rates Are Higher than Image Format Ads.

NEW YORK — DoubleClick Inc., the premier provider of digital marketing technology and services, today announced the results of its recent research of online video ad placements, illustrating that video is a highly effective format for online advertising. Findings show that audiences have high interaction rates with video ads, users click the “Play” button more than they click on image ads, video ads are typically played two-thirds of the way through and video ad click rates are far higher than those of image format ads.

DoubleClick conducted its analysis of more than 300 online video ad campaigns that were placed by more than 130 advertisers over a four-month period in 2006. The objective was to identify major trends in the performance metrics of online video ad campaigns according to campaign features, such as vertical industry sector, ad format, ad size and ad length.

“Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales,” said Rick Bruner, research director at DoubleClick. “The results show that there are clear ROI advantages to placing video ads. We expect to see strong growth in the number of companies reaping the benefits of online video advertising in the coming months and years.”

Here is more information from some of our own research:

• A recent Wharton Business School study showed video outsells print by as much as 600%.
• A Harvard University study reports people remember video messages almost as strongly as they remember actual experiences. That’s why TV is such a successful marketing tool.
• The broadband pipeline is already carrying online video to 75% of all US Internet homes and business-without the high cost of TV media time.
• That means nearly anyone you want to market to is online and probably has high-speed access. The challenge is capturing their attention and developing a relationship.
• Direct response video is a well-established, extremely successful marketing tool. Since its inception on TV 20 years ago, direct response video has sold more than $200 billion of products for entrepreneurs and small business owners just like you-people with great ideas and vision.