Online video ads perform better in content sites such as news, finance, sports, and music than in social networks or gaming sites, according to a new study by ad firm Eyeblaster.
The study found that video advertising increases engagement, doubling Dwell Time (the amount of time users engage with an ad) and increases Dwell Rate (the number of ad impressions leading to users engaging with an ad), by 20 percent.
Eyeblaster released its Research Global Benchmark report for 2009, which provides an analysis of the performance of different types of display ads like banners and rich media ads. The research found that while clickthrough rates for standard banners improved with an increase in size, size did not factor into the performance of clicks on rich media ads.
"In rich media, size is only one component of banner visibility on the site," says Eyeblaster.
While it might be fun to discuss a toy with which kids should never be allowed to play, we're instead going to talk about a company that deals with online advertising. Eyeblaster, as it's called, has filed for an IPO.
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