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Consumer engagement with online video adverts hits ‘all-time high’

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5th Dec 2012
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The average time consumers spend watching online video adverts has grown by 56% between Q2 and Q3, recording an all-time high in terms of consumer engagement.

That’s according to Adform’s Media Barometer, which measures consumer trends and engagement with online display advertising based on 140bn European online advertising impressions.

The research also found that UK consumers on average spend the third longest in Europe watching an online video advert behind Spain and Finland.

Display campaigns incorporating rich media formats, including social, gamified, e-commerce or video elements, were found to be more engaging for consumers than standard online banner adverts.

According to the figures, rich media online ads are clicked on four times more than standard display advertising campaigns whilst click through rates for rich media campaigns grew 10 times more quarter-on-quarter than standard banner campaigns.

Gustav Mellentin, CEO at Adform, said: “Integrating rich media formats into campaigns continues to be the secret link in driving engagement across the online display advertising industry, with results pointing to its increased effectiveness quarter on quarter. In particular, where many have predicted the high performance level of online video advertising for some time, our latest data shows this hype is finally coming to fruition.

“The online display advertising industry needs to focus its attention now on perpetuating the drive for more rich media campaigns. For this to happen, the industry needs to work to ensure that exciting advertising formats are as approachable as possible, so that marketers can simply develop effective campaigns, which they know consumers will react well to.”

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