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In-Stream Video Ads – Making the Case

Posted on 4.11.2012

Digital advertising provider MediaMind released research this week which makes the case, or at least a better case, for in-stream video advertising.

MediaMind analyzed millions of its clients impressions and found that an average of 70 percent of in-stream impressions played all the way through, and 75 percent play three quarters of the spot duraction.

“Advertisers are seeking cost-effective ways to increase brand awareness,” said Gal Trifon, General Manager of MediaMind and Chief Digital Officer of parent company DG. “This research demonstrates the power of in-stream advertising and the massive potential advertisers have to reach their target audience in a memorable way.”

MediaMind also revealed a few interesting benchmarks. The average Click Through Rate (CTR) for Standard Banners is 0.010%, while the benchmark CTR for In-Stream video is 2.15%, an increase of over 2154%. While clicks are far from a perfect measure of advertising effectiveness, they are a proxy for the amount of traffic that a campaign generates. The data suggest that video can be a phenomenally effective way to drive users to a brand’s website for further engagement.

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