An average of 70% of in-stream impressions play all the way through, with users being 200 times more likely to click on in-stream ads compared to standard banners, according to new research.
The study, from ad technology provider MediaMind, highlights the power of in-stream video advertising.
The research indicates that 75% of in-stream impressions play three quarters of the spot duration – providing advertisers with plenty of exposure time in front of consumers.
According to MediaMind’s benchmarks, the average click through rate (CTR) for standard banners is 0.010%, while the benchmark CTR for in-stream video is 2.15%, an increase of over 2154%.
While clicks are far from a perfect measure of advertising effectiveness, they are a proxy for the amount of traffic that a campaign generates. The data suggest that video can be a phenomenally effective way to drive users to a brand’s website for further engagement.
The research note, entitled Ten Facts You Should Know about In-Stream Video Advertising, is available for download here.
“Advertisers are seeking cost-effective ways to increase brand awareness,” said Gal Trifon, General Manager of MediaMind and Chief Digital Officer of parent company DG. “This research demonstrates the power of in-stream advertising and the massive potential advertisers have to reach their target audience in a memorable way.”