Online video ads are converting to sales, according to the Online Publishers Association (OPA) "Frames of Reference: Online Video Advertising, Content and Consumer Behavior" report.
Out of 80 percent of viewers who watched an online video ad over half took some type of action. Close to a third had visited a related Web site, while 22 percent looked for more information, 15 percent had gone to a store and 12 percent made a purchase.
"With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics," said Pam Horan,
"While useful as a starting point, average interaction rates or increases in branding metrics such as awareness or intent to buy depend significantly on the marketer's objectives, the stage in a brand's life (introduction or longtime, say), where the video runs (which Web sites and pages) and what format delivers the message."
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