Early in 2007, DoubleClick ran a research to find the performance of video and rich media advertising. Mostly compared to traditional banner or static image advertising, this report shows a few interesting trends:

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• On an average 8% of viewers interact with video ads. This is much higher than about 1.0% - 1.5% interaction with traditional banner ads.
• Video ads are 300% more effective than traditional image ads.
• There is a higher engagement time (reported about 67%) with the visitor for video ads. Users tend to view video ads longer than traditional ads.
• Video Ads have almost 500% higher click rates than traditional image or text ads.

The report is a little dated for today, but contains detailed statistics on the various types of video ads and their effectiveness. The study was done for a small sample of around 301 advertisement campaigns (that accounts for over 2.7 million ad views), but is good enough to show you the trend.

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Here are a few of the other important findings:

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• 120×90 format video unit is most effective with about 28.8% interaction
• 0.32% video ads show users to have replayed the ad, while 0.29% have used the pause and 0.28% used the stop controls on the video unit
• Click through rates varied from 0.4% to 0.74% (higher for in-stream videos). This is significantly 400% to 750% higher than 0.1% of GIF or JPEG ads.

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Read the entire report here on DoubleClick’s website .

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