Adform data shows European consumer engagment with online video advertising is at an all-time high
Data published by display marketing specialists Adform has found that consumer engagement with online video advertising is at an all-time high.
Adform’s Media Barometer, which measures consumer trends and engagement with online display advertising based on 140 billion European online advertising impressions, has revealed that the average time consumers spend watching online video adverts grew by 56 per cent between Q2 and Q3 2012. The findings also showed that UK consumers will, on average, spend the third longest amount of time watching an online video advert behind Spain and Finland.
Of those surveyed rich media formats such as those that integrate social, games, e-commerce or video elements, were said to be more engaging. The Barometer showed that rich media online ads are clicked on four times more than standard display advertising campaigns. Click through rates for rich media campaigns were found to have grown more than ten times quarter-on-quarter.
European consumers were found to engage with Slider Rich Media Branding more than any other online advertising display format. The rate of engagement for these types of ads, which sweep across the consumers screen at their own request containing video or other interactive elements, was 63 per cent higher than the average rate for all other campaigns.
Adform CEO Gustav Mellentin, commented: “Integrating rich media formats into campaigns continues to be the secret link in driving engagement across the online display advertising industry, with results pointing to its increased effectiveness quarter on quarter. In particular, where many have predicted the high performance level of online video advertising for some time, our latest data shows this hype is finally coming to fruition.
“The online display advertising industry needs to focus its attention now on perpetuating the drive for more rich media campaigns. For this to happen, the industry needs to work to ensure that exciting advertising formats are as approachable as possible, so that marketers can simply develop effective campaigns, which they know consumers will react well to.”