Video a strong performer, just not in Social
Posted on 18 November 2009
When it comes to online advertising, savvy marketers are using video to work both ends of the consumer funnel to drive results, but Social seems the Kryptonite to its Superman powers. Data from Eyeblaster released today bears this out… online video advertising over performs next to email and editorial content, but lags in social networks and gaming environments. The study also confirms that video advertising boosts engagement–doubling Dwell Time and increasing Dwell Rate by 20%. As a result, video yields double the ROI of non-video Rich Media.
As marketers increasingly leverage online video, this new research, analyzing billions of impressions, provides insight into what, where, when and why video advertising engages users online. An examination of users’ behavior by frequency of exposure shows that campaigns with video advertising achieve better results with fewer exposures when compared to rich media campaigns without video. For example, users exposed to an ad with video twice achieve the same Dwell Rate of users exposed to a non-video ad three times
Download the complete study, Online Video Advertising: Doubles Engagement, Boosts ROI, at http://bit.ly/EB_Research_OnlineVideo.
SlideShare: http://www.slideshare.net/ebtraining1/section-time-and-video-performance
No responses yet. You could be the first!