Consumers more likely to click online video ads

Consumers are 27.4 times more likely to click-through online video ads than standard banners and almost 12 times more than rich media ads, according to a new report.

MediaMind analysed over 3bn ad impressions globally during the first half of the year and found an increase in consumer attention to online video in ads.

The research also showed that consumers worldwide were 10% more likely to watch an interactive video ad (VPAID) to completion than rich media ads that include video.

The overall interaction rate was 9.57% with people interacting with an ad while the ad was playing, such as with a game or a survey.

Ricky Liversidge, CMO at DG, said: “As online video formats become more mainstream, the marketer will be free to focus on simply adjusting their video creative for any platform - TV, online or mobile. This global benchmarking from such a massive volume of impressions is tangible evidence that consumers are keen to engage with brands via online video content.”