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Video ads generate 20-40 times higher CTRs than other forms of display ads: Jivox

Online video is a powerful medium which can capture the attention of internet users better than comparable text or static images, according to Naren Nachiappan, managing director, Jivox India . “This is best reflected in the increased click through rates, with video advertisements generating click through rates that are between 20 and 40 times higher than the click through rates of other forms of display advertisements,” Nachiappan has said.

Online video is a powerful medium which can capture the attention of internet users better than comparable text or static images, according to Naren Nachiappan, managing director, Jivox India . “This is best reflected in the increased click through rates, with video advertisements generating click through rates that are between 20 and 40 times higher than the click through rates of other forms of display advertisements,” Nachiappan has said.

“In addition, the information content of video is substantially higher than the information content of other forms of display advertisements; this is a metric which is particularly valuable and appreciated by internet users who are typically looking for deeper engagement with a brand on the internet. Video satisfies this need and allows for an experience which has a higher recall rate and a much higher probability of generating user action,” Naren Nachiappan added.

Nachiappan was speaking at the 4th Conference on Digital Marketing organized by Internet and Mobile Association of India (IAMAI) in Mumbai today. Jivox, the self-service online video advertising platform for local businesses, gives advertisers access to online video advertising by making it easy to create, target and deliver online video ads.

Naren Nachiappan concluded by saying that a major constraint that prevented the wide-spread adoption of online video advertisements has been the bandwidth issue. However with the huge anticipated increase in broad-band users in India, there is bound to be an increase in the demand for online video ads. According to Nachiappan, online video advertising has finally arrived and is set for rapid growth in India.

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