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),

This leads to a bigger challenge, where a media planner needs to have a crystal clear understanding of every media vehicle so that they can reach the right target for their message delivery. Increasing number of media vehicles in TV and print has lead to situation where an advertiser seems to be experiencing a fragmentation in media vehicle basis of consumer behaviour.