Display ads have needed an overhaul for quite some time. The sole benefit of "the click" and associated clickthrough rate is under siege now that video is being incorporated into banner ad real estate. It's high time to advance the regular display ad.
Video enabled display ads offer so much more capability than their ancestral cousin. VideoAds offer the ability to engage viewers and turn them into prospects no matter where they are in the purchase funnel and that includes BUT not limited to driving direct response (or clicks).
For more on the topic, I invite you to check out the featured article, "Video kills the display ad…metrics" just released on Adotas.
Filed under: Measurement and metrics, Research and industry data
