BRIANWOOLF.COM

Welcome Marketing & Loyalty Speaking & Connecting Brian's View Books by Brian Marketing Studies Contact Us

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Online video ads gain consumer attention

In the space of only three months there has been a huge growth (56%) in the amount of time spent by consumers watching online video advertising, according to the Q3/2012 Media Barometer study by display marketing firm Adform.

The company's quarterly barometer study, which measures consumer engagement with online display advertising based on 140 billion European ad impressions, found that the average 'engagement time per view' for an online video advert is now an impressive 38.6 seconds.

The study also found that online display campaigns incorporating rich media formats (such as those that integrate social, gamified, e-commerce or video elements) proved much more engaging for most consumers than standard online banner adverts. In fact, rich media ads are clicked four times as often as standard display advertising campaigns, and click-through rates for rich media campaigns grew ten times more (quarter-on-quarter) than standard banner campaigns.

The online display advertising format that European consumers engage with most is the 'Slider Rich Media Branding' unit, where advertising sweeps across the consumer's screen at their own request, usually containing video or other interactive elements. The rate of engagement was found to be 63% higher with this type of unit than the average rate for all other campaigns, right across Europe.

The study also noted that consumers in the UK will, on average, spend the third longest time (among European consumers) watching an online video advert, behind only those in Spain and Finland. But UK consumers also spend, on average, the second longest time in Europe engaging with Rich Media advertising.

According to Gustav Mellentin, CEO for Adform, "Integrating rich media formats into campaigns continues to be a key link in driving engagement, with these results pointing to its increased effectiveness. In particular, where many have predicted the high performance level of online video advertising for some time, the latest data shows that this forecast is finally coming to fruition."

Sources: Adform / The Marketing Factbook.
Copyright © 2012 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)