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.
"Online video advertising provokes engagement and Eyeblaster's data demonstrates that users are more compelled to play with an ad that contains video. A blend of In-Stream, In-Banner and Floating ads allows advertisers to engage their target audience regardless of where they spend their time online."
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