Chart - Advertising Click-Through Rate By Format

In-stream video ads garnered significantly higher click-through-rates (CTRs) than banners and rich media in H1, details a September 2012 report from MediaMind. In-stream video ad serving template (VAST) impressions saw an average CTR of 2.84%, while the average CTR for player-ad interface definition (VPAID) impressions was 1.63%. By comparison, the standard banner rate stood at 0.1%, and rich media’s at 0.22%. An August 2012 MediaMind study found the same 0.1% CTR for standard banner ads in the US, but, a much higher 0.87% for mobile banners.

Meanwhile, according to the latest report, rich media with video (0.26%) performed better than rich media without video (0.21%). Read the rest at MarketingCharts.