Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.
Ad solution provider MediaMind found that web users in North America who were exposed to a campaign that included rich media display ads were nearly three times as likely as those who saw only standard banners to end up at a marketer’s website—either by clicking on the ad directly or by navigating to the site at a later date. Those exposed to banners that included online video were about 5.6 times as likely to visit a marketer's site as those exposed to standard banners.
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