Video ads encourage click-throughs

Online ad-serving company DoubleClick says video ads get roughly twice the interaction of static image ads on websites. The findings are part of a study of 300 online video ads last year.

The video control consumers are most likely to click is the “Play” button. At 0.32 per cent, consumers are roughly twice as likely to play (or replay if a video starts automatically) an online video ad unit, as they are to click through on a standard JPG or GIF ad (the standard CTR for image ads is between 0.1 and 0.2 per cent).

The study also found that video ads are typically played two-thirds of the way through.

Beyond simply interacting with the video, DoubleClick says web users are much more likely to actually click through from a video ad to the advertiser’s own site, with a CTR between 0.4 and 0.74 per cent.