It's all about brand building online, not click thrus,they say.
Key findings of the survey include:
Branding is the most important consideration for online ads, with 70 percent of respondents identifying it as the “most important” or “second most important” goal.
Interaction rate is the most important measurement of rich media performance. 53 percent of participants indicated that the best way to judge an ad is to measure the percent of users that interact with the unit.
Video is gaining ground. 79 percent of those surveyed have included video when creating rich media ads, which PointRoll’s metrics demonstrate boosts time-on-brand +16% versus the overall PointRoll average. 53 percent of participants think video should be 15 seconds or less, and many noted an increase in video created specifically for online use.
Nice to see the ad folk choosing online branding as the number one goal of an ad.
