The study examined 24,000 creative executions with more than 12 billion impressions to discover how rich media and standard banners affect site visits.
The analysis indicated that users exposed to rich media ads with videos are six times more likely to end up on an advertiser’s website. This was determined by a comparison between the share of users who ended up on the website after seeing rich media versus share of users who visited the site after seeing standard banners. Rich media ads without video prompted three times as many site visits as banner ads.
In terms of direct response, results showed that users are four times more likely to click and visit the advertiser’s site after watching rich media ads versus standard banners and are nine times more likely after viewing rich media with video.
“By investing in more engaging experiences powered by rich media and video, advertisers increase the chance that consumers will spend valuable time with their brand,” said Gal Trifon, general manager of MediaMind and chief digital officer of parent company DG.
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