Monday, March 26, 2007

Doubeclick: Video ads get more clicks than image ads

More good news for online video advertising.

From the press release:

"Video click rates are far higher than image format ads

Because of their ability to convey a story through sounds and motion, most advertisers think of online video ads as a format for driving brand awareness. When judged on the basic direct-response metric for online advertising - the click-through rate - online video ads perform extremely well.

Online video ads experience click-through rates ranging from 0.4 percent to 0.74 percent depending on the online video format. By comparison, the click-through rate for plain GIF or JPG image ads ranges between 0.1 and 0.2 percent, based on DoubleClick data.

"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."

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