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Rich media ads are three times more effective than traditional banner formats, according to demand side platform Adform’s first Quarterly Media Barometer.
The company analysed more than 90bn ad impressions across 18 countries in Europe to generate the report and in the future will look to break it down further by country and type of rich media format.
The time consumers spent engaging with rich media ads also went up significantly, increasing by 74% between Q1 and Q2 of this year.
Gustav Mellentin, Adform CEO, said most findings are relatively aligned with what it expected but it proves that the interactive nature of rich media ads and the fact they can include video and game content, as well as the larger size and premium placement all have a significant impact.
The amount of time consumers spend playing online video advertising increased by 6% in Q2, while engagement rates for rich media content is now five times higher than that of standard banners.
Mellentin added, “There is a lot more opportunity to engage with rich media banners because of the content. So although advertisers might be paying more for rich media ads, it is worth it if the audience is five times more engaged. There is a significant uplift in the effect on the audience they are trying to target.”
The findings in this report follow the IAB’s Size Matters study earlier this year, which found that larger ad formats are twice as effective as more traditional units, (nma.co.uk 19 March 2012), which brands including Sony, First Direct and mysupermarket.com have agreed with.
The IAB also launched the Future Formats awards earlier this year in order to find innovative new ad units, the winner of which was The Telegraph for its Cascade format, pictured, (nma.co.uk 1 March 2012).