Fast Stats: Study: Rich Media Boosts Site Clicks Three-Fold Compared to Standard Banners
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.
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.
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