Video ads work wonders according to latest Internet Marketing research
Online video ads are boosting sales, according to a report carried out by the Online Publishers Association (OPA) in partnership with OTX, a consumer research and consulting firm.
The research showed that over half of viewers who had seen an online video advert had taken some sort of action. Almost a third had checked out the company website while 28% had looked for more information. 15% had gone into a store to check out the product and 12% had actually made a purchase.
Online video ads have been growing in popularity because of their proven ability to capture viewers' attention in an increasingly ad-cluttered environment. Marketers who use integrated video ads are able to boost branding and conversion rates without all the negative experience associated with other intrusive methods such as pop-ups.
A further survey by PointRoll found that interactivity helps further increase the time people spent looking at brands. If a video advert included some form of interactivity - such as buttons to click or forms to fill out - it increased interaction time significantly, sometimes doubling it.
The data also showed the large difference in interaction times according to subject matter. The entertainment industry secured the longest interaction time with an average of 14.81 seconds per video whereas ads about finance averaged a low 4.42 seconds. However, a video including some form of interactivity increased the time spent on a finance ad by 79%, whilst charity videos upped their interaction time by 105%.