When it comes to web ads, the “play” button is a great call to action. ClickZ has the results of a new DoubleClick report that demonstrates how much more effective video ads are compared to their display counterparts. There is a lot of good information in the article. Some of the highlights: Clickthrough rates for videos range from 0.4% to 0.74%, compared to the 0.1% – 0.2% for static ads; viewers stick with the ads for two-thirds of their duration – so get your message in early; and the size of the video ad didn’t seem to play much of a role in its effectiveness. The sample for this study: 2.7 billion ad impressions.
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