The number of clicks to the banners of the web is notoriously low; however, it is believed that improving the visual quality of the same, these rates may grow dramatically, according to a report released this month by MediaMind.
The digital advertising company finds that the addition of rich media and video to the mark to market on the Internet could increase markedly the performance of the season.
According to the survey, Internet users stayed for more than one second in 426 out of 10,000 impressions for banners between 2009 and 2010. Also, out of 10,000 impressions, 92 interacted with them, new click and about 16 ended in a conversation.
The results show that Internet users are not likely to click on banners, and highlight the need to involve them beyond the first impression. MediaMind found that in addition, there is a click-through rate of 300% for financial services that seek to interact with users, compared with standard banners.
Add video to rich media further enhances the financial performance of the ads, as evidenced by the increase of 302% over those who do not possess. The main conclusion is that moving images capture the attention of consumers.
The study also found that financial ads work well when placed in context with other types of content, increasing their conversion rates go from 0.17% to 0.25%, well above the industry average.
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