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BizReport : Advertising archives : June 25, 2009

DoubleClick: Video pushes purchasing plans

When it comes to rich media, video could be the best bet for purchasing conversions. According to a DoubleClick benchmark study, video within rich media ad units are pushing more purchase conversions than non-video ads.

by Kristina Knight

"The Brand Value of Rich Media and Video Ads" study indicates that consumers who view a video ad are more likely to purchase the product advertised than those who see another type of rich ad. Purchase intent is increased by just over 1%, a seemingly lackluster percentage but consider this: a typical Flash ad increases purchase intent by only 0.26%. Consumers also seem to think more highly of brands with video ads (2.30% favorability) than those with simple Flash ads (0.15% favorability).

According to the latest research from comScore, Americans watched 16.8 billion video clips in April, driven by visits to YouTube. Although much of the content consumers are seeking is delivered free of charge, there is a large amount of content now being sponsored.

Google sites (including YouTube) ranked highest with more than 6.8 billion videos served, followed by Fox Interactive Media (5.1 million clips served) and newcomer Hulu (3.96 million clips served). Rounding out the top five were Yahoo Sites (3.55 clips served) and Viacom Digital (3.15 million clips served.

Tags: DoubleClick, ecommerce, online shopping, purchase intent, rich media advertising, video advertising

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