Rich media ads perform far better than standard banner ads in driving users to websites, while banners with video provide an even greater lift in visitors, says MediaMind [download page] in March 2012 analysis of 24,000 creatives with more than 12 billion impressions served in North America between July and December, 2011. In fact, when compared to standard banners, post-ad site visits were 3 times higher for rich media and 6 times higher for rich media with video.
To quantify these values, MediaMind compared the share of users who ended up on the website after seeing rich media versus the share of users who ended up on the site after seeing standard banners. This included site visitors who clicked on the banner, typed in the URL, or searched.
Looking at the likelihood of users clicking on the banner and ending up on the website (excluding accidental clicks that did not result in a visit), MediaMind found that rich media also drives user action. Users were 4 times more likely to click and visit the advertiser site after watching rich media ads than after watching standard banner ads. After watching rich media with video, the lift was even more profound: users were 9 times more likely to click through to a website after viewing this type of ad.
Beyond direct response, rich media ads also appear to have significant branding potential: these ads posted a 170% post-impression site visit lift over standard banner ads. Rich media with video provided a 190% post-impression site visit lift.
Mobile advertisers seem to be have gotten wind of the benefits of rich media ads: according to [download page] Mojiva in a March 2012 report, rich media campaigns have grown significantly of late. In fact, data from Mojiva’s analysis of its network activity shows rich media campaign impressions increasing 235% between November 2011 and January 2012.
Despite this increase and the apparent benefits of rich media advertising, results from a ValueClick survey released in March 2012 show that among online advertisers planning to use mobile advertising in their marketing plans this year, standard display ads (94%) are the most prevalent form of advertising planned for use, followed by rich media (53%) and mobile video (40%).
About the Data: Mojiva’s network reaches more than 1.1 billion unique devices globally and represents 8,000 mobile publishers and apps.
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