DoubleClick is a leader of digital
marketing technology and services, this position enables it to provide unique insights
to the field of
marketing. In this research DoubleClick analyzes the hottest new trend of online advertising - Video. The company analyzed campaign performance metrics of online video ad placements from more than 300 different video
campaigns. The campaigns placed by more than 130 advertisers over a four month period in 2006. The research aimed at identifying major trends in the performance of video ad campaigns according to features such as vertical industry sector, ad format, ad size, and ad length.The four major results arising from the research were: 1. A big portion of the audiences interact with video ads. About 8% of video ads get a response from the user.2. Users click video “Play” button more than they click on image ads. The click rate is about three times higher than for image ads.3. Video ads play two thirds of the way through. This Play-through rates do notvary greatly for different ad formats.4. Video click rates are five times higher than image ads.