Online Video Advertising Study Shows inBanner Technology Extends Average Visitor Engagement Time Significantly
SOUTHBOROUGH, Mass. - Web visitors viewing AccelaCastTM inBanner advertising resulted in an average engagement time of 4.6 minutes. The results are consistent with analysis conducted in 2006, and far surpass the 10.8-second average engagement time reported by other rich media vendors. The latest study expands on the scope of viewers and programs analyzed to establish a new benchmark for engagement metrics in the rich media space.
At the heart of this 32,000+ viewer study were over twenty separate in-banner programs built with the AccelaCast inBanner rich media platform. The platform supports the delivery of long form video directly through banner ad placements. A high degree of interactivity and navigational control is built into the platform along with multiple forms of passive and active data acquisition including registration, polling, surveys and direct viewer feedback capabilities. The reporting metrics are extensive and can be broken down by program segments, click or mouse over activity, and the demographics of viewers can be analyzed if active data acquisition is employed.
“We developed AccelaCast inBanner to be an online video platform that advertisers can use to present meaningful long-form communications, with a navigational scheme that delivers longer engagement times,” said Bill Reinstein, CEO/President, Accela Communications. “The proof is in the results – there’s a huge difference between 10.8 seconds and 4.6 minutes in terms of viewer engagement, and the latest iteration of this study proves that. Plus, the best rich media advertising is not interruptive; it respects the viewers’ web browsing experience, and entices them to explore, engage and act.”
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