It won’t be a surprise to hear that Internet video advertising is more effective in terms of clickthroughs than the plain old banner ad.
According to research reviewed by ReelSEO.com, video ads are receiving between 4 and 7 times click through ratios than that of image banner ads.
Whilst clearly the creative and execution are important – viewers want to be engaged, even if it is just an advert, it is also just as important to get the functionality right. Play, pause and stop buttons are all essential. If you make the browsing experience disruptive, natural tendencies are to stop the video playing. If users choose to click play, then they are likely to watch up to 2/3 of the video.
Relevency also shouldn’t be forgotten here. Carefully placed, subject matter targeted video ads are still more likely to be clicked than random placement.
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