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Are you using Rich Media in your ads yet? If not, it might be time to get rich. Rich Media ads such as Video, Flash Video, Animation Display Ads, and Interactive Ads are characterized by features click to call actions or even Flash games. These Rich Media ads have been around for many years, but they’ve only just now hit their stride. Two main reasons for this rise in popularity are the decreasing cost of video and more robust operating systems that are able to load videos quickly and easily.
In an attempt to measure the relative effectiveness of Rich Media ads, Comscore did an extensive case study on the value of video advertising compared to traditional display advertising. Comscore ran a test with .FOX Networks to track 70,000 internet users who were served up both Display and Video Ads in four different ad campaigns in 4 different sectors over a month long period. The sectors were Travel, Finance, Government and Utilities, and the study specifically measured Advertiser Site Visits and Advertiser’s Trademark Search Queries.
The results were clear: Video Ads resulted in more Site Visits and Trademark Search Queries compared to traditional display advertising. There was a higher increase of Site Visits from Video Ads than Trademark Term Searches. This is not surprising since Video Ads offer more interaction with multiple links to different landing pages within the website so we can expect more engagement.
Although an increase in metrics is a benefit of running Video Ads, the study does not discuss the higher price point; some Video Ads can cost more than $10 per click. There is another benefit of Video Ads beyond visits or searches which is the value of capturing the attention of the internet user and engaging them with a much more captivating and interactive experience than traditional online ads. Video Ads provide a significant amount of time for a potential consumer to be focused on your brand since users must choose to click the Play button and watch your ad for up to 15 or even 30 seconds. This high interaction level is a leading determinant of the premium cost of Video Ads.
In June of this year, 33 billion online videos were viewed, and with an audience that large, you can’t afford to omit Video Ads from your product mix. With higher engagement levels and increased customer interaction, we can see that Video Ads are well worth the premium price.