Interactive Video Ads to Become More Popular with Marketers

Last year was proclaimed the year of online video. And if the numbers released by several research shops hold true, online video advertising will be a growing industry this year as well. Analysts expect this format will grow from $2.16 billion in 2011 to $3.09 billion in 2012.

In the past year, PointRoll has been tracking trends in the video ad industry. Previously, telecommunications had the highest interaction rate by vertical (8.03%). Restaurants/​food service came in second with 6.38%. In addition, forced video had a 4.65% interaction rate and an interaction time of 19.4 minutes. Both user-​initiated  and non-​user initiated video experienced a CTR of 0.17% in 2010. And video completion rates in 2010 were highest for pharma (63.8%) and telecom (34.9%). In addition, video completion rates by website type varied. In 2010, websites which delivered the highest 100% video completion rates were news sites at 66.2% and game sites  at 56.7%.

Analysts say that 100% video completion rates are growing. In 2011, the statistics collected by PointRoll show the superiority of the interactive in-​stream method with a completion rate at 77.67%. The non-​interactive, in-​stream method experienced a 68.75% completion rate. The in-​banner video placements had only a 100% completion of rate of 38.81%.  During 2011, verticals with the best 100% video completion rate (non-​interactive, in-​stream) include consumer goods manufacturers at 96.85% and consumer electronics manufacturers with 82.89%. However, the highest click through rates belonged to insurance (1.54%) and telecommunications (1.34%).

When it comes to interactive in-​stream video, 100% video completion rates are highest for automotive (80.66%) and non-​profit organizations (70.8%). The click through results are slightly different, though. While non-​profit organizations lead with a 0.99% CTR, the retail industry had the second-​highest CTR rate at 0.81%.

Rob Gatto, CEO of PointRoll. “As advertisers increasingly look to expand campaigns across digital platforms and consider video ads as a tool to do that, they must consider interactivity as a feature in their video ads. Our latest research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns.”

[Sources: 2010 Rich Media Benchmarks. Pointroll​.com. Web. 14 Feb. 2012; Video Ads Becoming More Interactive. Pointroll​.com. 19 Jan. 2012. Web. 14 Feb. 2012; Online Advertising Market Poised to Grow 20% in 2011. Emarketer​.com. 8 Jun. 2011. Web. 14 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.