Rich media boosts site visits three times more than standard banners, with additional video creative boosting visits even more, according to new research.
The study, from MediaMind, indicates that advertisers who want to increase website traffic and sales should look to dynamic and flexible, eye-catching display ads.
The study examines 24,000 creatives with more than 12 billion impressions to discover how rich media and standard banners affect site visits.
* Rich media boosts site visits three-fold
* Rich media PLUS video boosts site visits six-fold
The analysis shows that users exposed to rich media ads are far more likely to end up on an advertiser’s website to seek information about products or to complete a purchase.
To quantify the value added by rich media, MediaMind compared the share of users who ended up on the website after seeing rich media versus the share of users who ended up on the site after seeing standard banners.
The results show that users who have last seen a rich media ad are about three times more likely to browse to the advertiser’s website versus those who have last seen a standard banner. Advertisers who added video to the banner boosted site visits six-fold versus standard banners.
For direct response, results show that users are four times more likely to click and visit the advertiser site after watching rich media ads versus standard banners and are nine times more likely after viewing rich media with video.
“Advertisers seek to maximize ROI for every marketing dollar spent,” said Gal Trifon, General Manager of MediaMind and Chief Digital Officer of parent company DG. “By investing in more engaging experiences powered by rich media and video, advertisers increase the chance that consumers will spend valuable time with their brand.”