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Raja Ramachandran

Tuesday, June 19, 2007

High Rich Media, Video adverts likely to get more conversions

A recent study has revealed that online adverts encompassing video and high quality Rich Media creative movie has better conversion than normal gif and simple flash adverts.

Some findings from the study
  • Purchase Intent: An Expandable Interactive HD3D ad was nearly twice as likely to generate a “Very Likely” to buy response (the highest rating on a five point scale) among users than an In-Page Flash ad, representing a 78 percent purchase intent lift.
  • Brand Awareness: A Video Wall ad generated the most brand awareness; 23 percent of respondents exposed to this type of ad were able to freely recall the advertised product - that's a 229 percent unaided brand awareness lift over the tested GIF ad.
  • Ad Favorability: An In-Page Video ad generated a 108 percent ad favorability lift compared with a GIF ad.
  • Brand Favorability: An Expandable Video ad was nearly twice as likely to generate a "Very Favorable" opinion about the brand advertised than an In-Page Flash ad among respondents - a 77 percent brand favorability lift
Furthermore, rich media vendor "Unicast" has told that its high definition 3d Ad formats has outperformed gif and simple rich media


Apparently the study is not based on Indian market.I would like to recall my previous post about longer online video adverts outshines shorter video adverts, but in current India this wont work as we have broad band limitations.I think, the same reason would holds good for this.I totally agree high definition ad has good user influencing level, but the time it takes to render would downplay the websites user's experience.

So, I think most of the publishers(websites) would not take risk to give their customers a bad user experience, than giving good ROI to their advertisers.

So I foresee in Indian online advertising market the gif's and simpler flash creative going to show its dominance say for the next 1~1.5 years before we see high definition creative.

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