How engaging Is Online video?
In October 2009, Eyeblaster reported that creative was the key to more engaging rich media ads. Based on the research firm’s “Online Video Advertising: Doubles Engagement, Boosts ROI” bulletin, video grabs attention and has a lasting impact, eMarketer reports. Rich media ads with video had a higher dwell rate than those without, and almost double the dwell time. This translates to fewer impressions needed for the same results. For example, Eyeblaster found that two exposures to a video ad campaign produced the same dwell rate as three exposures to nonvideo rich media ads.
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