“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.”
DoubleClick announced the results of its recent research of online video ad placements, illustrating that video is a highly effective format for online advertising. The research results shows that audiences have high interaction rates with video ads compared to text and image ads, users click the “Play” button more than they click on image ads.
The analysis was based on more than 300 online video ad campaigns that were placed by more than 130 advertisers over a four-month period in 2006. The main objective is to identify major trends in the performance metrics of online video ad campaigns according to campaign features, such as vertical industry sector, ad format, ad size and ad length. Read full study »
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