Click rates higher on video than on display ads

Steve Safran March 22nd, 2007

When it comes to web ads, the “play” button is a great call to action. ClickZ has the results of a new DoubleClick report that demonstrates how much more effective video ads are compared to their display counterparts. There is a lot of good information in the article. Some of the highlights: Clickthrough rates for videos range from 0.4% to 0.74%, compared to the 0.1% - 0.2% for static ads; viewers stick with the ads for two-thirds of their duration - so get your message in early; and the size of the video ad didn’t seem to play much of a role in its effectiveness. The sample for this study: 2.7 billion ad impressions.