If you’re thinking of testing out video ads, as they become more prevalent, you should prepare yourself for the lack of click-thrus.
AlwaysOn chatted to Greg Stuart, president of the Interactive Advertising Bureau, who cautioned video ads can increase brand awareness without click-thrus.
“…there’s absolutely no relationship between a click-through and a brand attitude change – it has nothing to do with it whatsoever. Consumers hear messages, they see messaging and they begin to shift their perceptions about that brand as a result of that, and that again leads to that change of behavior. So I would be very concerned if the broadband video industry started to measure click performance as some metric. It’s just not the right thing to do.”