Interactive video saw tremendous success in North America last year thanks to its “completely immersive brand experience,” and this growth is expected to continue in 2014, according to recent research by Sizmek. Advertisers using interactive video have learned from the past, combining the best practices of both rich media and video ads.
While clickthrough rates for such ads in 2013 were much lower than those for HTML5 polite video and in-stream video, at 0.17%, 0.39% and 0.60%, respectively, interactive videos did just what they set out to do: Engage those who did view them. Interaction rates in North America were 6.62%, and impressions with any interaction were 5.35%. Read the rest at eMarketer.