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BizReport : Research archives : May 11, 2007

Europeans click with video ads

Though click-through rates seem to be declining for paid search and email advertising, it appears as though the click-through rates for video advertising are on the rise. That, according to new research from AdTech.

by Kristina Knight

Click-through rates for standard banner ads is 0.18%. Pop-ups and layer ads are clicked on at a rate of 0.6%.

Dirk Freytag, CEO at ADTECH said, ". . .Users have increasingly gotten used to online advertising during the last years. Banners are now commonplace on the Internet. New formats, such as video ads are needed to draw attention and generate clicks.”

In comparison to banner click-throughs, the click-through rate for video ads is roughly 4%.

Users in France and Italy are more likely to click on video ads. French surfers click-through at a rate of 0.24% while Italian users click on ads at a rate of 0.23%. In comparison to Danish and Finnish surfers click-through at the rate of 0.1%.

This research supports what industry analysts have said for the past few years, that the general click-through rate of ads has fallen off. It also indicates, however, that video advertising appeals to users in a way that other forms of online advertising does not. Perhaps marketers should look more closely at video advertising options, rather that continuing to push more ad dollars into paid search or display ads.

Tags: click through rates, online video, video advertising

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