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Online video boosts ad effectiveness says survey
Online video boosts ad effectiveness says survey
Online video advertising is significantly more effective than static advertising, a report for market analysts DoubleClick has claimed.
Click-through rates increased from 0.1 per cent of potential traffic to between 0.4 per cent and 0.74 per cent with the addition of moving images, it said.
Users have also grown more willing to use online videos, with interaction growing from seven per cent at the beginning of 2005 to 18 per cent in mid-2006, reported eMarketer.
Online video also has other uses less easy to quantify than simple click-through conversion said the report, such as raising brand awareness.
Previous research for aQuantative in June 2006 developed an index to measure video exposure, finding that longer videos often gain the most exposure.
Regardless of their actual viewing time, longer videos were also watched for the longest periods, suggesting that many users are watching them twice or more or scanning to things that they want to watch again.
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