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In-stream video ads garnered significantly higher click-through-rates (CTRs) than banners and rich media in H1, details a [download page] September 2012 report from MediaMind. In-stream video ad serving template (VAST) impressions saw an average CTR of 2.84%, while the average CTR for player-ad interface definition (VPAID) impressions was 1.63%. By comparison, the standard banner rate stood at 0.1%, and rich media’s at 0.22%. An August 2012 MediaMind study found the same 0.1% CTR for standard banner ads in the US, but, a much higher 0.87% for mobile banners.

Meanwhile, according to the latest report, rich media with video (0.26%) performed better than rich media without video (0.21%).

In examining the CTR differences between VAST and VPAID, the report concludes that VAST ads more actively call for click-throughs and interactions. VPAID is less focused on direct response, and also enables and captures in-stream interactions, not necessarily requiring a click-through. Viewers may also be dissuaded from interrupting their video experience by clicking on such an ad during long-form content and being taken to a separate page or site.

Worldwide, as the September 2012 report details, the VAST CTR has climbed significantly over the past 5 quarters, from 0.77% in Q1 2011 to 3.05% in Q2 2012, with a peak of 3.09% in Q1 2012.

In-Stream VPAID Interaction Rate Higher Than CTR

Data from “Video Is Everywhere: Because It’s What Consumers Want” indicates that the overall interaction rate for VPAID (defined as the number of interactions divided by the number of impressions) was 9.57%, versus its 1.63% CTR. MediaMind observes that interaction rates peaked at more than 500% (5 interactions per ad per campaign) for some of the top-performing campaigns, although the company excluded campaigns with interaction rates higher than 30% so as to normalize the aggregate data.

The lower CTR as compared to interaction rate make sense, given the factors described in the VPAID and VAST comparison.

Completion Rates Highest For In-Stream VPAID

Moving to an analysis of completion rates, the study finds that in-stream VPAID ads registered the highest rate, of 68.14%, followed by in-stream VAST (66.21%) and rich media (57.87%). (All of the ads analyzed were between 10 and 30 seconds in length.)

An April 2012 report from Vindico suggests that ad completion rate is a better success metric than CTR. Based on an analysis of 30 billion video ad impressions from 2011, the company found that of viewers who had navigated past brands’ landing pages, 96% had previously completed the brands’ video ads without clicking, compared to just 4% who had clicked on the ads. And of those navigating to a checkout page, 98% had completed the brands’ video ads without clicking. That despite the proportion of viewers who arrived at the landing page being relatively evenly split between both groups.

About The Data: MediaMind’s analysis is based on approximately 4200 video campaigns with nearly 3 billion impressions worldwide across the MediaMind video ad network from January-June 2012.

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