A newly released MediaMind analysis looks at how rich media and standard banners affect site visits. The study analyzed 24,000 creatives with more than 12 billion impressions served in North America between July and December, 2011. Site visits were measured using landing page conversion tags.
Results show that users who have last seen a rich media ad are nearly three times more likely to browse to the advertiser’s website vs. those who have last seen a standard banner. Banners with video are truly a bonanza. Advertisers who added video to the banner boosted site visits six-fold vs. standard banners.
