The past two years interactive advertising in and around online video has been on the rise. One of the leading players in the online video ad sector is Eyeblaster, a well known rich media and integrated advertising solutions provider.
Eyeblaster recently released a new study that shows what works for online video advertising, providing online advertisers with the necessary insights and recipes for a successful use of online video in their interactive campaigns.
Before we go on we first must introduce a metric: the ‘Dwell metric’. In the words of Eyeblaster “the Dwell metric measures key interactions including time the mouse was over an ad, user-initiated video duration, user-initiated expansion duration and any other custom interaction duration”.
The Eyeblaster study found that video advertising boosts engagement, doubling ‘Dwell Time’ and increasing ‘Dwell Rate’ (the cumulative instances of where a user interacted with the ad divided by served impressions) by 20%. According to the company video yields double the ROI of non-video Rich Media.
Eyeblaster says that an examination of users' behaviour by frequency of exposure shows that campaigns with video advertising achieve better results with fewer exposures when compared to rich media campaigns without video.
For example, users exposed to an ad with video twice achieve the same Dwell Rate of users exposed to a non-video ad three times.
Other key highlights from the video report include:
- In-Stream video ads have the highest proportion of ads fully played compared to any other format.
- Creative decisions play a significant role in ad performance: Rollover user-initiated video performs best followed by auto-initiated video; click user-initiated performs worst.
- Weekdays from 9 am to 5 pm is users' preferred time to watch In-Banner and Floating video ads.
- Relatively few users un-mute video ads; auto-initiated video has the highest un-mute rate.
- An increase of video length by five seconds reduces Video Fully Played rate by 2.8%, on average
You can download the full report via this link. |