Study: Online Video Ads Less Effective on Social Networks

Authored by Mark Hefflinger on November 23, 2009 - 9:36am.

Los Angeles - Online video advertising is more effective on content sites and within email than it is when place on social networking and video game-related sites, according to a report from Eyeblaster, a provider of third-party online ad distribution.

The company studied over 100 billion impressions spanning 30,000 online ad campaigns over the past year, and found that video ads boosted engagement with audiences -- doubling the amount of time a user spends with an ad, and increasing the proportion of users who mouse over or click an ad by 20%.

The study also found that ads with video achieved better results with fewer exposures, when compared to rich media ad campaigns without video.

"What we found is that people browse social networks really quickly," Eyeblaster research analyst Ariel Geifman told Adweek.

"People spend a lot of time in social networks, but it's not on the same Web page... people don't browse as they do in news and finance, where they read an article and have more time to look at an ad."

The study also noted that the growth of video ad impressions has outpaced rich media ad growth by 60%.

http://snipurl.com/te57r (Adweek)

http://bit.ly/EB_Research_OnlineVideo

http://www.eyeblaster.com