Users who watch an online video ad show greater interest in brand pages than those who arrive at the page by click, making completion rates a better success metric than click-through rates (CTR), says Vindico in an April 2011 report. Based on an analysis of 30 billion video ad impressions it served in 2011, the company found that of viewers who navigated past the brands’ landing pages, 96% had previously completed the brands’ video ads without clicking, compared to just 4% who had clicked on the ads. And of those navigating to a checkout page, 98% had completed the brands’ video ads without clicking. This is despite the proportion of viewers who arrived at the landing page being relatively evenly split between both groups. Read the rest at Marketing Charts.
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