Another, noticeable matrix, where video banners outperform the image banner is engaging the audience, with video banner ads, one can actually measure the length of interaction as well, or the duration of video watched and the same study proves that users tend to watch more than 2/3 of the TVC. These days (depending on the player used),

there are many interactions that can be embedded on the player including social networking, which is even more engaging and makes the online an interactive medium in true sense. We can consider another yardstick to measure the effectiveness of video banners over traditional display banners, “intent of purchase” Google owned company double-click used a survey, which was shown to the users after exposing them to an ad and tried to analyse whether or not the user viewed the ad and how did the differing types of ad format effect the results for the brands. It was found that the ads with video generally increase intent to purchase by 1.16% over a control group that did not see an ad versus Flash animation the intent to purchase rose 0.26%. That shows that consumers do find video ads more compelling than flash. The industry average for the same is 0.60% so video banners performed doubled the market norm, while simple flash performed the worst among all different types of ad banners, falling short by about two-third. Below graph shows the performance of other ad units as well: If we consider the performance of standard 300x250 ad unit for both video banners and image banners, the average CTR for image banner was 0.15% on the other hand video banner was consistently sitting at the average CTR of 0.6% with almost 75% video views. Another reason of considering the standard 300x250 ad unit is that it’s one of the IAB approved ad unit, which doesn’t irritate the users otherwise users have a very irritating experience with the banners like page tear, page takeover, pop up etc, and at times while closing it, there are some unintentional clicks which gets recorded, which takes the user experience to such a disappointing level that more often than not user switches to some other website.