Recent studies have pointed in opposing directions when it comes to determining whether size or content best captures the attention of online consumers. Eyeblaster research indicates that click-through rates on standard banners correlate to ad size. For example, ads that are 300X250 pixels account for 46% of ad impressions in North America when compared to ads that are sized at 160X600 pixels and account for 15% of impressions.
But the topic becomes more complex when analyzing rich media ads such as online video. Studies by other research shops such as PointRoll suggest that placement on the screen as well as selection of publishing channel also play a role in whether an ad can snag and maintain consumer attention.
In general, online video ads scored a 47.7% completion rate once a viewer clicked on them. Based on unit size and location, the following video ad formats ranked highest with respect to 100% completion rates:
- Untethered 61.1%
- Large horizontal banner 51.5%
- Large rectangle 48.7%
- Skyscraper 8.7%
- Small rectangle 48%
Consumer interaction with online video ads varies widely by site (publishing channel). Ads which appeared on the following types of sites ranked highest for interaction rates:
- Games 19%
- Music/streaming media 9.2%
- Kids/family 8.1%
- Yellow and white pages 7.4%
- Portals and search engines 7.2%
- Travel 6.8%
- B2B 6.7%
It’s also interesting to note that this interaction is short so marketers should come to the point quickly in their messages. Consumers spend an average of 16 seconds watching video ads on game sites but that time drops to 8 seconds for the 2.8% of consumers who check out video ads on automotive sites.
While statistics may vary between research shops, there’s little doubt that online video advertising is poised to grow rapidly in 2010. As the industry grows, expect more research shops to weigh in with studies to help marketers pinpoint the best way to spend their ad budgets.[Sources: Global Benchmark Report 2009, Eyeblaster; Video Viewing, in Context, eMarketer, 12.17.09]