Wednesday, March 28, 2007

Will Search Embrace Effective Video Ads?

New data from DoubleClick reveals that video ads get twice the click through rate of static image ads. It's no surprise that interactive content is more effective, but I'm wondering why video ads aren't being integrated into contextual advertising and search marketing.

DoubleClick tallied the results from 2.7 billion video impressions and found that click through rates ranged from 0.4 percent to 0.74 percent, much higher than the piddling
0.1 and 0.2 percent of image ads. Video ads are played two-thirds of the way through on average, a good sign for advertisers that people are engaged. You can read the rest of the highlights from DoubleClick here.

So when will the search engines start adding video ads to their search results? If video ads -- which may or may not be relevant to the content -- are so much more effective, wouldn't the click through rates be even higher if they were in response to a query or related to the content? Video ad units could be seamlessly be inserted on the right side of search results and get a premium price, or formatted to the same size of AdSense units.

What am I missing, why is this not happening?

By John Gartner at 09:14 AM | Comments (0)

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