According to a study by MediaMind, a digital advertising company, ads featuring rich media (animation, video, and a high level of interactivity) are much more likely to produce click-throughs to advertisers’ websites compared to standard banners. The study analyzed 24,000 creatives with more than 12 billion impressions served in North America between July and December 2011.
The Numbers:
Mediamind compared the number of people who arrived on a website after viewing rich media vs. standard banners. The results showed that users were three times more likely to browse a website after viewing a rich media banner, and a whopping six times more likely after viewing a rich media banner with video. Rich media banners even boosted non-click traffic to websites. Post-impression visits to websites were almost twice the amount than standard banner ads.
The Takeaway:
Incorporating rich media, particularly rich media with video, into your next marketing campaign may be a worthwhile investment. The fact that many site visitors arrived there with exposure only, without even clicking on a banner, further validates the effectiveness of rich media. Banners that incorporate rich media are more visible and engaging, and increase the retaining power of your advertising message.
- Alexander Schwartz
