Ad Click-Through Rate By Format, 2012 [CHART]

Chart - Ad Click-Through Rate By Format

PointRoll has released data [PDF] from its upcoming 2012 Benchmark Report, revealing that in-stream video ads achieved an average click-through rate (CTR) of 0.62% last year, far outpacing mobile (0.15%), rich media (0.14%) and standard banner (0.1%) ads. The findings support a similar conclusion reached earlier this year by DG MediaMind, which also found in-stream video ads to outperform those other formats, though with vastly different benchmark figures. (The DG MediaMind report put the US benchmark CTR for in-stream video at 1.11%, and mobile at 0.88%).

In-stream video ads boasted an interaction rate of 5.68%, according to the PointRoll study, ahead of rich media (4.02%) and mobile (0.96%). Overall, the volume of in-stream video ads served was up by 37% year-over-year.

Compared to standard in-stream pre-roll ads, interactive in-stream video campaigns achieved a 13% higher click-through rate (0.68% v. 0.6%) and a 16% higher 100% completion rate (84.2% vs. 72.8%). Read the rest at MarketingCharts.