Rich media ads perform far better than standard banner ads in driving users to websites, while banners with video provide an even greater lift in visitors, says MediaMind [download page] in March 2012 analysis of 24,000 creatives with more than 12 billion impressions served in North America between July and December, 2011. In fact, when compared to standard banners, post-ad site visits were 3 times higher for rich media and 6 times higher for rich media with video.
To quantify these values, MediaMind compared the share of users who ended up on the website after seeing rich media versus the share of users who ended up on the site after seeing standard banners. This included site visitors who clicked on the banner, typed in the URL, or searched. Read the rest at Marketing Charts.