Posted March 30, 2007 5:51 pm by with 3 comments

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Now that we’ve established that you can use the exact same commercial is more effective online than on TV, we should also point out how much more effective video is than static advertising, even online.

A DoubleClick (they’re for sale, folks!) study released this week that states that Internet users itneract more with video ad than they do image ads.

Here are the hard numbers:

Online video ads experience click-through rates ranging from 0.4 percent to 0.74 percent depending on the online video format. By comparison, the click-through rate for plain GIF or JPG image ads ranges between 0.1 and 0.2 percent, based on DoubleClick data.

The study’s conclusions include:

  • A healthy portion of exposed audiences interact with video ads (8%)
  • Users click the “Play” button more than they click on image ads: “At 0.32 percent, consumers are roughly twice as likely to play (or replay if a video starts automatically) an online video ad unit, as they are to click through on a standard JPG or GIF ad (the standard CTR for image ads is between 0.1 and 0.2 percent). The cumulative control panel interaction rate is 1.13 percent (this is the sum of all control panel interactions as a percent of impressions served).”
  • On average, video ads play two thirds of the way through, regardless of length and use of a popup video player (although I might argue that it takes viewers this long to find the ‘close’ button)
  • Video click rates are far higher than image format ads: again, 0.4% – 0.74% versus 0.1% – 0.2%

I know the numbers are far from overwhelming, but we’re talking about at least doubling your click through rate—and that can’t hurt. (If your site is optimized for conversion, at least.)


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  • Video ads have a novelty value, but the big danger is to presume higher clickthroughs = better advertising experience.

    The real proof on their effectiveness is on their conversion rate. It would be interesting to see if there are any figures on this.

  • If you are on a bidding on a CPM basis though, the doubling of the CTR is a great thing.

    While the conversion rate is what matters, having more people coming makes it easier to start testing different landing pages to increase the conversions.