Video ads get a click through rate 4-7 times higher than static image ads, according to a new study from DoubleClick.
The Google-owned display ad firm found that click through rates for video ads were measured from 0.4% to 0.7%, compared to GIF and JPEG ads getting just 0.1% CTR on average.
It is estimated that video advertising will account for nearly 24% of the total ad spend by 2012 as more brands move in to or expand their video offerings.
Video ads completely outperform the image ads mainly due to the reason that advertisers can actually measure the length of interaction as well, or the duration of video watched and they prove to be more engaging than static ads or flash ads.
In addition, a recent research by Auditude indicates video on demand content generates 60% ad completion rates whereas Mid-roll has 75% completion rates.
It also indicates ads streamed with ‘live content’ have 80% ad completion rates.