Media Mind’s recent report on In-Stream video ads reveals some interesting results in comparison to standard banners. While standard banner click through rates average around 0.009%, In-Stream video ads average 2.15%. More importantly, the actual interaction of the videos are high as well, with 70% of In-Stream videos playing to the end, and 75% playing at least through the three quarter duration mark.
It’s not surprising then that Media Mind also argue In-Stream video’s usefulness for brand advertisers. While direct response advertising requires a quick message, designed to grab immediate attention, brand advertising tells a story. Because longer video ads are more effective, and have higher completion rates in comparison the shorter conventional TV-esk 15 to 30 second spots, advertisers have more time to get their brand across and tell their own story.
Adhub have released a standardised expanding video banner to take advantage of the high interaction rates that come with In-Stream video advertising. The 500X900 video ad expands out of standard ad sizes—either a 760X120 or 300X250—offering the advertiser maximum branding with a video player skin.
Battleship Expanding Video Ad on Get Frank
Pair this In-Stream video ad up with a site skin, and advertisers have premium branding around relevant content.
With over three quarters of the online population watching online video according to comScore, it’s a familiar medium for users, and with online video advertising increasing nearly 140% from 2011 Quarter 1 to 2011 Quarter 2 according to the IAB, it seems that advertisers are beginning to jump on board the online video ship as well.