Digital Media Buzz > Video Ranks Highest in Clicks on Web

Video Ranks Highest in Clicks on Web

By DoubleClick

Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.

Overall U.S. campaign performance norms for 2008 across DoubleClick image, Flash and rich media campaigns are as follows:

Country — United States

Click-through Rate (CTR) — 0.10%

Interaction Rate — 2.11%

Average Interaction Time —10.29 secs

Expansion Rate — 2.46%

Video Complete Rate — 54.52%

Average Display Time — 32.13 secs

Average Expanding Time — 6.50 secs

Key observations:

• Clicks and interaction rates correlate strongly to ad size: Larger creative sizes tend to produce higher click-through rates and/or interaction rates.
• Video outperforms non-video ads: DoubleClick Rich Media video ad units generally experience higher click-through rates and interaction rates than non-video DoubleClick rich media ad formats.

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