In its infancy, online advertising was considered purely a direct response delivery tool. More and more, many digital ad units are showing evidence of being great branding tools as well. New research has been released that show rich media and video as particularly strong traffic drivers for return trip visits
& extended time spent on the site.
• Video ads units lifted return visits
over 5.6 times higher than standard banner ads
• Users who clicked on a rich media unit were over 4 times more likely to browse an advertiser’s site over someone who clicked on a standard banner ad
• Users who clicked on video units were over 9 times more likely to browse an advertiser’s site than someone who clicked on a standard banner ad
What Does This Mean To You?
Your main goal with any campaign is to get the attention of consumers and direct them to your message. Rich media and video do an excellent job of this. These two high visibility solutions can set your business apart from the competition and help your message get noticed. The stickiness of these ad types is particularly beneficial. Not only are they attracting initial attention, they get consumers to take a second look. For more information on how to make rich media and video advertising work for you, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Emarketer; MediaMind