In Our Own Words

Why You Should Use Video In Digital Banner Ads

We’ve all have heard that using video in interactive digital banner ads can increase a campaign’s click through rates and interaction rates. Historically, at Morgan + Co for the digital advertising campaigns that we plan and buy, we have run fairly nice engaging flash banner ads that have given our clients high average click through rates. But we have also found that using video in internet banner ads rather than just standard flash animation can produce even higher click through rates. (Click here to get an idea of what we’re talking about.) For one client, we created a statewide digital advertising campaign where we were able to almost triple their average click through rate by using their TV commercial video in their digital banner ads. Additionally, the interaction rate for the campaign was two times the industry average for interaction rates on rich media. So at the end of the day, over 400,000 people actively watched our :30 second video unit ads for an average of :26 seconds. And 7,000 of those folks then clicked through to our client’s website. Banner ads that feature video from a company’s TV commercial not only have the potential to double or triple a client’s click through rates but also give interactive digital elements the visceral and branded impact of TV.  Additionally, high interaction rates on video banner ads ensure that even if a user does not click through to the website, he/she still sees the company’s commercial and advertised message. Below is a clip of an expandable video being we created and used for one of our media buying clients.

Monday, November 14, 2011

by Eric Morgan

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